A pair of digital industry and travel experts from Bain & Company have identified five traveler archetypes, suggesting that travel companies should adapt their marketing strategies accordingly.
As the world continues to open up to international travel, two partners at global strategy consultancy Bain & Company – Karim Henain of Bain’s Middle East office and Emanuele Veratti in Milan – wrote about the possible increase in 28% of travel ad spend this year, but suggests that industry players operating in different segments of the travel market are better advised to tailor their marketing strategies.
Writing in an overview of Bain & Company, Henain and Veratti argue that various travel operators, such as airlines, cruise liners and transport companies as well as travel intermediaries, have missed opportunities in the past to capture customers on a âfits-allâ basis, with their digital marketing assets deployed inefficiently.
Experts describe the five archetypal travelers identified, with the âbig rollersâ leading the pack. This group of travelers are more likely to travel long distances and spend above average amounts during their stay, with almost a quarter of the cohort spending â¬ 1,000 to â¬ 2,500 per trip.
Meanwhile, ‘ravenous travelers’ tend to be younger, digitally savvy consumers looking for the best accommodations, experiences and services, forcing operators to improve their game by delivering seamless user experiences.
The remaining three categories are âcomfortable walkersâ, âsports enthusiastsâ and âlazy travelersâ, the latter who tend to be older and spend less than â¬ 250 per trip, preferring to stay with host families. for rent. On the contrary, “sportsmen” seek physical activity and favor a healthy lifestyle, while “comfort walkers” are the classic upscale vacationers, mainly interested in places of relaxation and luxury accommodation in the area. 4 to 5 star hotel. variety.
Understanding these divisions can better help travel-related businesses tailor their marketing strategies to consumer preferences, according to Bain & Company partners. Here, the consultants report a Google survey of nearly 2,000 travelers that found that different consumer segments shared specific preferences for destinations, accommodation, and transportation, among other things, and all had different budgets. .
A closer look at the data shows that High Rollers for example – who hold a 14% market share – are almost 80% more likely to travel to multiple destinations compared to the average traveler, and 37% more likely to take the ‘plane, with a preference for exotic places and discovery and little treatment for all-inclusive packages. Meanwhile, comfortable travelers want someone else to plan their trip, making the all-inclusive a top priority.
To differentiate and stand out in a travel-hungry post-pandemic world, companies can employ a hyper-segmentation approach and personalization strategies for each of the traveler archetypes, using digital tools and ad hoc techniques such as dynamic pricing, tailor-made value. personalized customer proposals and experiences. In addition, the targeted marketing strategy will serve to maximize the return on investment.