About this Case Study

This case study provides an example for organizations in the religious and travel sectors seeking to understand consumer preferences and strengthen their offerings. If you are involved in faith-based travel or pilgrimage programs, this case study is for you.

This case study focused on evaluating interest, awareness, and preferences for Catholic pilgrimage programs. The findings provided actionable insights for Harvest Journeys and highlighted opportunities to refine their outreach and engagement strategies.

Summary

Harvest Journeys conducted a survey to gauge interest in pilgrimage travel, assess awareness of competing organizations, and understand the factors influencing participation. The study explored traveler motivations, preferred destinations, and key differentiators among pilgrimage organizations, equipping Harvest Journeys with data to inform their strategy.

Here’s the Challenge

Harvest Journeys faced the challenge of understanding the competitive landscape of Catholic pilgrimage programs and identifying what sets their offerings apart. They needed to uncover how pilgrims choose organizations and what factors drive participation in religious travel.

Here’s the Idea

We designed a survey to explore:

• Awareness of pilgrimage organizations
• Motivations for pilgrimage travel
• Preferred destinations
• Barriers to participation

By targeting individuals with an interest in faith-based travel, the survey provided a clear picture of donor and traveler priorities.

Here’s the Execution

A quantitative survey was conducted with 114 respondents. Key components included:

• Ranking travel motivations, like strengthened faith or cultural enrichment.
• Identifying key differentiators among pilgrimage organizations, such as cost/value and quality of spiritual guidance.
• Assessing awareness of Harvest Journeys and its peers

The survey offered a snapshot of consumer expectations and competitive insights in the Catholic pilgrimage space.