Google search delivers 415 million hits on the search terms report + tourism. So why another research on tourism? Not only because tourism represents 9% of the global GDP and all jobs worldwide. Not only because the number of tourists worldwide is expected to almost double from 2010 to 2030. Also, another research because change, especially in the higher ends of the travel markets, is happening at a breathtaking speed. Because of the tourism sector, due to the big differences among markets, among segments, and among destinations, requires very specific, focused research.