a discount airline flight or reserving their spot in
a room share for the weekend.
Based on a survey of 1,000 travelers, the
following report details consumers’ priorities
as they progress along their journey with travel
and hospitality brands – from the first time
they hear about a brand to the regular bookings
they make as loyal customers. Read on to learn
how to best communicate with your customers
each step of the way.
ACQUISITION
Today’s travelers are value seekers
When it comes to travel, customers are all
about value. Value means different things to
different travelers, and some are looking for
better experiences rather than the biggest
discount. For most travelers, value means a
combination of price, quality and the perks they
get when using a brand’s services — the three
most popular factors customers consider.
Price is the most influential factor for selecting
a new travel and hospitality brand, with 58% of
respondents ranking this option as number one.
Quality follows at a distant second, with 19%
ranking it as the most significant factor.
Available perks (e.g., free checked bag, room
upgrades, etc.) is the third most popular option,
with 9% of
respondents ranking it number one and 18%
ranking it number two. Additionally, while
price is consistently the number one reason
consumers across generations select a new
travel brand, younger consumers value perks
more than their older counterparts — 18-21
year-olds and 22-37 year-olds are twice as
likely to choose perks as 38-52 year-olds (10%
compared to 5%). That’s not surprising, since
younger consumers are often more motivated
by experiences.(3)
TURNING FINDINGS INTO ACTION
Demonstrate your value.
Highlight what makes the experience your
brand delivers valuable for your customers.
Value could mean lower prices compared
to competitors, or additional perks such as
free breakfast or waived upgrade fees that
justify higher prices. Beyond basic discounts,
you can demonstrate value through superior
experiences. For example, Westin positions
itself as the wellness hotel, advertising healthy
eating options, high-quality and comfortable
mattresses, workout facilities, yoga classes
and more. People will pay more for a better
experience at the Westin because they are able
to see the value in a higher price tag.
Offer exclusive pricing to members.
Of course, no one will complain about lower
pricing. Follow Marriott’s example and
incentivize customers to create stronger
relationships with your brand by offering
exclusive member pricing to those who join your
loyalty program, as highlighted here in their
Bonvoy program promotion.
Relevant, comprehensive messaging drives
trust that translates into acquisition
Forty percent of consumers identify message
relevance as the number one marketing factor
when considering new travel and hospitality
brands. The demand for relevance during the
acquisition phase puts the pressure on travel
and hospitality companies to understand what
potential customers want before they’ve ever
interacted with a brand.
Beyond relevance, consumers considering a new
hospitality or travel brand also need reassurance
that they would get the best value for their
money. Eighteen percent of consumers ranked
a competitive edge as the most important
marketing factor when considering a new travel
or hospitality brand. The third most significant
factor is “unique or exciting brand messaging,”
which was number one for 17% of travelers.
ILHA 37