The travel and leisure industry continues to see significant changes in the way
consumers research and book their vacations and travel. In today’s online world,
consumer travel has become commoditized and often is shopped based on price, rather
than the service model that helped distinguish providers in the past. In some cases,
consumers are basing purchase decisions on rankings and feedback from other travelers,
adding complexity to providers’ reputations, brand management and ultimately,
the sales process.
As a result, industry providers have had to adjust their marketing strategies —
and quickly. The mantra of knowing your customer hasn’t changed, but the way
you understand who they are, what they want and how to reach them has. Careful targeting
and engagement strategies are essential for those wanting to capture their share of
this $300-billion-plus industry.
For more information on how to identify,
target and engage diverse traveler segments with your marketing campaigns, listen
to our new travel and leisure webcast “Identify and Engage Your Most Profitable