The Orlando CVB, which works with the travel trade and media to promote tourist and business travel to the region, also wants to find out how advertising influences consumers’ travel plans.

Tree managing director Matthew Bayfield (pictured) said: “Orlando is facing a tough time as a UK holiday destination. Working with the Orlando CVB is a great opportunity to find out how Orlando can use insight to rise to the challenge.”

The agency will carry out focus groups with UK consumers in Manchester, Glasgow and Chelmsford to explore their general travel behaviour, perceptions of brands and associated advertising material, their emotional and rational needs and how they are affected by various advertising channels.

Daryl Cronk, Orlando CVB’s director of research said: “As we look to build our marketing campaign for the UK market, it is important that we understand what drives consumer decision-making. Through this research we will gain valuable information to better understand what drives consumers and how effective our current marketing is.”