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We turn traveler data into decisions you can bet on.

H2R Market Research is a market research firm for leaders in travel, tourism, and hospitality. We combine 20+ years of industry benchmarks with custom research to help you understand your brand, your audience, and your market so you can stop guessing and start leading.

It started with a frustration that every tourism leader knows.

Two people, a woman with long hair and a man with glasses, smiling and standing with arms crossed in front of a sign that reads 'h²r Market Research' on a brick wall.

Tourism and hospitality leaders are under constant pressure to make decisions that affect the whole organization, but most of the data available to them is too generic or too thin. Generalist research firms don't understand the nuances of a seasonal attraction or a destination brand, and analytics platforms can tell you what happened, but not why.

Jerry Henry and Jill Renner saw that gap back in 2004 and built H2R to fill it. Over two decades later, that focus has compounded into a proprietary benchmark database that no one can match.

Our mission: To give travel and attraction leaders the clarity and confidence they need to make smarter decisions.

We started this company with a simple belief: you shouldn't have to rely on instinct when making big decisions, and your customers should always have a seat at the board table.

Our mission is to make that a reality for travel and attraction businesses of all sizes. We bring the voice of your audience directly to you, cutting through the noise so you have the right information to make smarter decisions and attract more visitors.

The dynamic duo behind your next aha moment.

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Jerry Henry, CEO

Jerry is a visionary executive with over 33 years of experience leading high-impact consumer insights and market research teams in the travel and tourism industry.