What Future Partners does

Future Partners is a privately held, San Francisco-based market research firm that operates exclusively in the travel, tourism, and hospitality industries, having rebranded from its former identity as Destination Analysts. The firm generates revenue from a diversified mix of syndicated research publications, custom research engagements, subscription-based analytics, video insight packages, and speaking services, with primary customers comprising Destination Marketing Organizations (DMOs), state and national tourism offices, hotels and resorts, creative agencies serving travel brands, and transportation providers. Named enterprise clients include the U.S. Travel Association, Colorado Office of Tourism, Brand Montana, Tourism Fiji, Bermuda Tourism Authority, Visit St. Pete/Clearwater, Visit Napa Valley, Grand America Hotels, and Visit Big Bear, among others, with the firm also operating a self-serve e-commerce storefront for standardized reports and video products priced between $995 and $12,200.

The company's core technology asset is a longitudinal traveler intelligence platform built on more than a decade of continuous monthly survey data covering 50,000+ American travelers annually and benchmarking 100+ destinations for brand performance. This dataset is exposed through three product surfaces: (1) The State of the American Traveler, a recurring syndicated research series delivered via monthly livestream webinars and quarterly special editions co-produced with Miles Partnership; (2) the State of the American Traveler Insights Explorer, an on-demand subscription platform offering customizable dashboards and competitive benchmarking; and (3) FPAI (Future Partners AI), an AI-powered conversational insights agent scheduled to launch in July 2026 that integrates knowledge retrieval, predictive analytics, and audience-intelligence capabilities over the firm's proprietary data. The firm also maintains exclusive managed panels of vetted leisure travelers and meeting planners for paid qualitative research opportunities.

Commercial operations combine direct sales for enterprise custom research with digital self-serve and a hybrid go-to-market in which monthly webinars, content marketing, social media, and PR coverage in outlets including the Wall Street Journal, New York Times, Forbes, CNBC, and CBS News serve as the primary demand-generation engine. The firm is led by President & CEO Erin Francis-Cummings and Founder & Managing Director David Bratton, supported by COO Kimberly Vince-Cruz, three Vice Presidents, four Directors (three with Ph.D.s), and research and analytics staff consistent with the firm's reported 11–50 employee range. The company is headquartered at 2 Embarcadero Center in San Francisco, is privately held with no disclosed external funding, and has been operating in some form since at least the early 2000s.

Name

Future Partners

Legal name

Future Partners

Website

https://futurepartners.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Future Partners is a privately held, San Francisco-based travel and tourism market research firm that delivers syndicated research, custom studies, subscription analytics, and managed traveler panels to Destination Marketing Organizations, state tourism offices, hotels, and travel agencies.

Ownership category

akta.pro rank

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. Custom Research Services: Tailored research engagements designed for specific client needs including visitor profile research, brand research, audience identification, creative testing, economic impact analysis, and strategic planning. These are project-based engagements with custom pricing based on scope and methodology.
2. Syndicated Research Reports: Pre-packaged research publications available for purchase through the company's online shop. Includes 'The State of the American Traveler', 'The State of the International Traveler', 'The State of the Accommodations Sector', and specialized reports like 'America 250 Traveler Profile', 'The American Luxury Traveler', and 'Travel Passion Profiles'. Prices range from $995 to $9,500 per report.
3. Insights Explorer Subscription: On-demand subscription access to the 'State of the American Traveler Insights Explorer' platform providing real-time traveler data, customizable filters, and competitive benchmarking tools. Offered as a monthly subscription with trial options.
4. Video Insights (Express Explore): Unmoderated video survey services where clients purchase packages of video responses from target audiences. Priced at $5,300–$12,200 depending on respondent count, deliverable type, and number of open-ended questions.
5. Speaking Engagements: Revenue from booking Future Partners' research experts as keynote speakers or for customized education sessions at industry conferences and events.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Future Partners is a travel and tourism market research firm that sells syndicated research (The State of the American Traveler monthly series), custom research services (visitor profiling, brand research, creative testing, economic impact analysis, audience identification, ROI analysis, resident sentiment research), downloadable research reports, on-demand access to the Insights Explorer data platform, and Express Explore video insights. The company serves destination marketing organizations, hotels, resorts, and creative agencies with proprietary longitudinal traveler data and AI-powered analytics (FPAI).

Product overview

Future Partners is a travel and tourism market research firm offering a portfolio of syndicated and custom research services. The core offering is The State of the American Traveler, a monthly syndicated research series delivered via livestream webinars, supplemented by the on-demand Insights Explorer platform. The product suite includes research services such as Visitor Profile Research, Brand Research, Creative Testing, Audience Identification & Personas Research, Economic Impact Analysis, Advertising Effectiveness, Express Explore Video Insights, Website Relevancy Co-op, ROI Analysis, Resident Sentiment Research, and Strategic Planning Research. The company also offers downloadable research reports and speaking services. An AI-powered product called FPAI (Future Partners AI), launching July 2026, will provide conversational access to traveler intelligence data.

Differentiator

Problem solved

Functional benefit

Brands

• FPAI (Future Partners AI): AI-powered insights agent integrating Future Partners' proprietary traveler data with artificial intelligence for conversational access to travel intelligence.

Products and services

• The State of the American Traveler A syndicated monthly research series delivering data-driven insights on American traveler behavior, sentiment, and trends via dynamic webinar format. Designed for destinations, hospitality brands, and travel organizations seeking to understand evolving traveler motivations, spending intentions, and decision-making patterns.
• Insights Explorer (SATS) An on-demand consumer insights platform providing real-time traveler sentiment data, competitive benchmarking, and customizable dashboards for destinations and travel brands. Allows tracking of 100+ destinations for brand performance and monthly traveler sentiment updates.
• Visitor Profile Research Custom research that uncovers visitor motivations, perceptions, and experiences beyond demographics to help travel brands refine strategy and strengthen positioning. Designed for DMOs, CVBs, and tourism organizations seeking to understand their visitor base.
• Brand Research Comprehensive brand audits and consumer surveys that identify unique selling points, target audiences, and effective messaging strategies for travel brands. Aimed at destinations and travel brands seeking to refine brand positioning.
• Creative Testing Audience testing research that shows how key audiences respond to messaging, visuals, and layouts before marketing investment, helping brands optimize creative for conversion. For travel brands and agencies evaluating marketing creative.
• Audience Identification & Personas Research Research that identifies high-potential traveler personas and their decision-making journeys, motivations, and barriers to drive focused marketing strategy. Used by travel brands and destinations to define target audiences.
• Economic Impact Analysis Analysis measuring how travel fuels jobs, supports local businesses, and strengthens communities through defensible economic estimates for destinations and travel brands. Provides destination economic impact modeling estimating visitor spending and volume.
• Advertising Effectiveness Studies that measure advertising campaign performance, identify high-performing creative, and provide conservative ROI estimates for travel brands. Aimed at marketing teams seeking to evaluate campaign ROI.
• Express Explore: Video Insights Unmoderated video surveys providing fast access to real traveler reactions through exclusive managed panels, delivering actionable insights via video deliverables. Priced at $5,300-$12,200 depending on respondent count, deliverable type, and open-ended questions.
• Website Relevancy Co-op Research study examining how travelers use travel websites when AI tools are involved, helping brands understand website effectiveness and future-proof digital presence. $5,000 investment per participating travel business.
• Return on Investment (ROI) Analysis quantifying marketing investment returns with transparent, conservative methodologies designed to inform strategy and justify funding. For travel brands and destinations seeking to demonstrate marketing ROI.
• Resident Sentiment Research Research measuring local community attitudes toward tourism, growth, and the destination organization to inform budget requests and stewardship plans. For DMOs and tourism offices seeking to understand resident perspectives.
• Strategic Planning Research Comprehensive research supporting long-term goals through environmental analysis, competitive assessment, market segmentation, and SWOT analysis for travel brands.
• Research Reports Downloadable syndicated research reports available for purchase through the company's online shop, including America 250 Traveler Profile, The State of the Accommodations Sector ($995), The State of the International Traveler 2024 ($9,500), Best Practices in TikTok Content Marketing for Travel Brands ($6,500), and Travel Passion Profiles.
• FPAI (Future Partners AI) An AI-powered insights agent integrating proprietary traveler data with AI capabilities, providing conversational access to demand signals, audience intelligence, and brand performance tracking. Reported to deliver insights 2,000x faster than traditional 16-week ad hoc research engagements. Launching July 2026.
• Speaking Services Keynote speeches, panel discussions, and customized education sessions by Future Partners research experts on travel trends and data topics. For conference organizers and event planners.

Quantifiable outcome

• 2,000x faster time-to-insight compared to traditional ad hoc research engagements
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

One partnership is on record.

• Miles PartnershipcoreStrategic or Co-development PartnerQuarterly collaboration on 'Destination Decisions' research series. Future Partners and Miles Partnership co-produce quarterly special editions of The State of the American Traveler, exploring topics like Destination Decisions 2026, Technology Trends 2026, and Traveler Segments 2026. This partnership extends the reach of Future Partners' syndicated research through Miles Partnership's industry events and distribution channels.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• MMGY Global: Largest U.S. travel marketing research and advertising agency, producing proprietary traveler intelligence and consumer studies for DMOs, hotels, and tourism brands—directly comparable to Future Partners' syndicated/custom research offering.
• Longwoods International: Specialist in travel marketing research, audience profiling, and ROI studies for destinations and tourism organizations in North America—competes head-to-head on custom visitor and travel decision research for DMOs.
• Phocuswright: Travel industry research and intelligence firm producing syndicated reports, consumer studies, and PhocusWire media—overlaps with Future Partners' syndicated content and DMO/hospitality buyer base, with broader travel-tech focus.
• Skift Research: Travel industry media and research arm producing reports, charts, and data stories for travel brands and DMOs—adjacent comparator combining syndicated research with industry journalism.
• Tourism Economics: Economic impact modeling, forecasting, and tourism research firm serving destinations, DMOs, and brands—direct peer on economic impact analysis and destination benchmarking.

Emerging players

• OAG: Global travel data and analytics provider with airline, route, and demand intelligence—overlaps with Future Partners' demand forecasting and traveler sentiment tracking capabilities on the travel data side.
• Arrivalist: Travel intent and visitation analytics using panel data for destinations and brands—competes with Future Partners' destination performance tracking and audience intelligence products.
• Miles Partnership: Strategic marketing partner for the travel industry with a co-production relationship on Future Partners' quarterly State of the American Traveler series—closest industry partner and emerging peer in DMO-focused research and marketing services.

Broad incumbents

• Euromonitor International: Global market research firm covering travel and tourism among many industries—broader incumbent with overlapping syndicated consumer and travel industry research at significantly larger scale.
• Mintel: Global consumer research and insights provider covering travel, hospitality, and leisure—adjacent incumbent in syndicated and custom consumer research used by travel brands.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/futurepartners3
• Facebookfacebook.com/futurepartnersinsights
• LinkedInlinkedin.com/company/futurepartners
• Instagraminstagram.com/futurepartners.tourism

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Future Partners