Q01
Message
All templatesMarket Research
Leisure Travel Decision Drivers & Barriers Survey
Measures what motivates leisure travelers' destination choices, what constrains them, and how they allocate time and budget—designed for DMOs, tourism boards, and travel brands conducting market segmentation research.
Sample questions
A preview of what’s in the template. Every question is editable before you launch.
29 questions · ~12 min
Q02
Multiple Choice
In the past 12 months, how many leisure trips of 2 or more nights (non-business) did you take?
- 0 trips
- 1 trip
- 2–3 trips
- 4+ trips
Q03
Multiple Choice
What is your primary motivation when choosing a leisure destination?
- Relaxation/beach time
- Visiting family or friends
- Nature/outdoors and adventure
- Culture/history/museums
- Food and drink experiences
- Events/festivals/concerts
- Shopping
- Wellness/spa/retreat
- Other (please specify)
Q04
Dropdown
What is the approximate total budget per person for your next leisure trip (all-in, in USD)?
- Under $500
- $500–$999
- $1,000–$1,999
- $2,000–$2,999
- $3,000–$4,999
- $5,000+
Q05
Message
Next, we'd like to ask about the types of destinations and travel experiences you prefer.
Q06
AI Interview
We'd like to explore your destination preferences a bit further. An AI moderator will ask you a couple of brief follow-up questions based on your earlier responses.
Q07
Multiple Choice
What is your age?
- 18–24
- 25–34
- 35–44
- 45–54
- 55–64
- 65+
Q08
Message
Thank you for completing this survey! Your responses have been recorded and will be used to improve understanding of travel preferences. We appreciate your time.
Q09
Multiple Choice
When do you expect to take your next leisure trip?
- Within 3 months
- In 3–6 months
- In 6–12 months
- Not planning any leisure travel in the next 12 months
- Unsure
Q10
Ranking
Which of the following most limited your leisure travel in the past 12 months? Drag to rank your top 3 constraints.
- Total trip cost
- Time off work/school
- Safety concerns at destination
- Flight routes/schedules
- Availability of travel companions
- Weather/seasonality
- Visa/passport requirements
Drag to rank
Q11
Ranking
Which three areas do you expect to spend the most on during your next leisure trip? Drag to rank your top 3.
- Flights
- Lodging
- Local transportation
- Food and drink
- Activities and tours
- Entertainment/events
- Shopping
Drag to rank
Q12
Multiple Choice
Which types of leisure trips do you most enjoy? Select up to three.
- Beach/sea
- City break
- Nature/mountains
- Road trip
- Cruise
- Theme parks
- Wellness/spa
- Cultural heritage
- Food and wine
- Countryside/rural
- Other (please specify)
Q13
Long Text
Based on your responses in this survey, is there anything else you'd like to share about how you choose destinations or plan leisure trips?
Q14
Multiple Choice
Which gender do you identify with?
- Male
- Female
- Non-binary
- Prefer to self-describe
- Prefer not to say
Q15
Dropdown
How long is your typical main leisure trip?
- 1–2 nights
- 3–4 nights
- 5–7 nights
- 8–14 nights
- 15+ nights
Q16
Opinion Scale
How important is affordability (flights, lodging, food) when choosing a destination?
Scale: 1 – 7
Min:Not at all importantMax:Extremely important
Q17
Dropdown
For your next leisure trip, what is the maximum one-way travel time you would accept?
- Under 2 hours
- 2–4 hours
- 5–8 hours
- 9–12 hours
- 13–18 hours
- 19+ hours
Q18
Multiple Choice
Which regions are you most interested in visiting in the next 12 months? Select up to three.
- North America
- Latin America
- Europe
- Middle East
- Africa
- East Asia
- South Asia
- Southeast Asia
- Oceania/Pacific
Q19
Dropdown
What country do you currently live in?
- United States
- United Kingdom
- Canada
- Australia
- Germany
- France
- India
- Brazil
- Mexico
- Japan
- South Korea
- China
- Spain
- Italy
- Netherlands
- Sweden
- Singapore
- United Arab Emirates
- South Africa
- Other (please specify)
Q20
Opinion Scale
How important is personal safety and security when choosing a destination?
Scale: 1 – 7
Min:Not at all importantMax:Extremely important
Q21
Long Text
Name one destination you are seriously considering for your next leisure trip.
Q22
Multiple Choice
What is the highest level of education you have completed?
- Some high school or less
- High school diploma or equivalent
- Some college/Associate degree
- Bachelor's degree
- Postgraduate degree
Q23
Opinion Scale
How important is favorable weather and climate when choosing a destination?
Scale: 1 – 7
Min:Not at all importantMax:Extremely important
Q24
Multiple Choice
Which sources did you use to research destinations in the last 12 months? Select all that apply.
- Friends or family recommendations
- Social media posts
- Travel blogs/forums
- Online travel agencies (e.g., Booking, Expedia)
- Airline or hotel websites
- Influencer videos
- Print magazines/newspapers
- Guidebooks
- Tourism board sites
- AI assistants/tools
- I did not research destinations
- Other (please specify)
Q25
Multiple Choice
What is your current employment status?
- Employed full-time
- Employed part-time
- Self-employed
- Student
- Homemaker/caregiver
- Retired
- Not employed and seeking work
- Not employed and not seeking work
Q26
Opinion Scale
How important are cultural attractions (museums, historic sites, local traditions) when choosing a destination?
Scale: 1 – 7
Min:Not at all importantMax:Extremely important
Q27
Opinion Scale
How important is the quality and variety of local food and drink when choosing a destination?
Scale: 1 – 7
Min:Not at all importantMax:Extremely important
Q28
Opinion Scale
How important is the quality of accommodation options when choosing a destination?
Scale: 1 – 7
Min:Not at all importantMax:Extremely important
Q29
Opinion Scale
How much do discounts or deals influence your choice of destination?
Scale: 1 – 7
Min:Not at allMax:A great deal
What’s included
AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.
How it compares
We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.
Why this template
- Includes dedicated opinion-scale ratings on affordability, safety, weather, culture, food, accommodation, and deal-sensitivity — giving DMOs a clear driver-importance profile, not just open impressions
- Uses ranking questions to force trade-off prioritization on both travel barriers and spend allocation, which is more decision-useful for segmentation than single-select preference questions
- Pairs structured demographic and budget/trip-frequency questions with an AI follow-up interview that can adaptively probe on the destination named in the open-text response, surfacing reasoning a fixed-form survey can't reach
- Closes with an open-text reflection and automated reporting, so qualitative nuance and quantitative scoring are captured in one fielded instrument
SurveyMonkey
Vacation Survey Template + Example QuestionsA fielding-ready static template covering general vacation preferences and satisfaction-style questions. It's a solid generic starting point but reads as a broad vacation survey rather than a segmentation-focused instrument built around specific motivators, barriers, and spend allocation. No adaptive follow-up is possible once the form is published.
What it does well
- Ready-to-use template on an established, high-volume survey platform
- Simple setup suited to quick vacation-satisfaction or preference pulses
- Backed by SurveyMonkey's broad template library and distribution tools
Where it falls short
- Fixed question set with no adaptive AI probing into individual responses
- No structured ranking of trade-offs between specific motivators (e.g., affordability vs. weather vs. culture) built into the template
- No transparent prompt/methodology disclosure or automated per-response quality scoring
SurveySparrow
Travel Agency Survey TemplateFramed around evaluating a travel agency's service rather than destination decision drivers and barriers for market segmentation. Useful if the goal is agency/customer-experience feedback, but it's a different research objective than a DMO or destination-marketing segmentation study. Conversational format is a plus, but it's still a static question flow.
What it does well
- Conversational, chat-style UI that can feel more engaging than a plain form
- Built for the travel industry, so terminology and flow are travel-relevant
- Easy to deploy for agency-level customer feedback
Where it falls short
- Oriented to agency/service satisfaction, not destination-choice motivators or budget/time allocation for segmentation research
- No adaptive AI-moderated follow-up questioning based on individual answers
- No published per-response quality scoring or transparent prompt methodology
Frequently asked questions
What questions are in the “Leisure Travel Decision Drivers & Barriers Survey” template?
The template includes 29 ready-to-use questions, starting with: “Welcome to this survey on leisure travel preferences. We are conducting research to better understand how people choose…” · “In the past 12 months, how many leisure trips of 2 or more nights (non-business) did you take?” · “What is your primary motivation when choosing a leisure destination?”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 29 questions in about 12 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
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