What do the neighbour across the street, the lady with the purple hat on the bus, and your cat have in common? Besides, perhaps, moderate to excessive hairiness, they’re all waiting to receive immediate satisfaction of their desires! It’s true: today’s consumer has big expectations, a credit card, and new spending habits. The modern traveller is no exception to this rule, and you can make the difference for them!

Understanding the Traveller in 3 Easy Steps

The traveller wants to feel confident

According to a recent study conducted by Google and Phocuswright, 55% of travellers surveyed hate having to check too many sources of information before making a decision that, like a handful of chips, turns the pressure up dramatically on them. For their trips more than anything, they’re looking for the best price.

Your superpower:

Offering them the ability to compare all the options in a single place! And if there’s one place where you can make the difference for them, it’s definitely on their cell phones. Indeed, while it delivers on the world map side of things, the travel industry is not really living up to the customer’s expectations when it comes to going on an adventure on their smartphones. In 2017, one-third of people surveyed stated that they weren’t comfortable searching for or booking a trip on their cell phone—a statistic that hasn’t changed since 2015.

The traveller wants instant gratification

It’s a well-known fact that you should never say, “always!” In this new world of immediacy, loyalty is a vague concept with many exceptions in the fine print. Only 9% of American travellers stated that they “always” know what brand they intend to book with before starting their search. Even members of loyalty programs aren’t that loyal when they’re offering a better price next door. Indeed, more than two-thirds of them jump the fence without regret when there’s a hotel at a better price or when an airline is offering cheaper tickets, a better flight schedule, or a more appealing route.

Furthermore, like a flu outbreak in a daycare, we’re finding more and more cases of “impulsive travel desires!” More than 60% of them search for their next destination according to two criteria: a good hotel or a discount flight. For many travellers, enjoying several short trips over the course of the year will be more beneficial than planning a bigger trip each year.

Your superpower: 

Being there at the right time. We’re not saying that the loyalty program should be eradicated from your marketing strategy. Although the prospect of eating a triple chocolate cake at the end of the year can be very enticing, many people prefer a little handful of chocolate chips right now. Are your customers looking for a list of the best restaurants in Spain? The top 5 volcanoes to see before you die? When a prospect of travel emerges, your brand should always appear in the search results.

The traveller wants a personalized shopping experience

57% of American travellers would like brands to adapt the information that they communicate with them according to their personal preferences or their past behaviours. If they were to do this, 76% of them would be more inclined to sign up for that brand’s loyalty program, and 36% would be willing to pay more for their trip to take advantage of this experience. An all-inclusive before the all-inclusive, so to speak.

Your superpower: 

Implementing the tools to collect the necessary information about the interests of your target customers, and using machine learning to connect with your customers.

While technology continues to drive up consumer expectations, it also—now more than ever—offers brands the chance to effectively meet them in all circumstances. When your customers are looking for their next destination, it’s up to you to get to the gate on time! Ready for boarding?