past behavior, and 29% say they’d like
to see more communications based
on demographic info. Finally, 27%
say they’d prefer brands to act on
information the consumer has given
them directly (e.g., via feedback forms,
experience surveys, preference centers,
etc.).
Additionally, when asked what kind
of content they’d like to see more of,
52% say “information specifically about
reservations/past travel,” 43% say
partner offers (e.g., discounted hotel
stays while booking flights), and 40% say
customer reviews or testimonials. Again,
customers want useful information that
could help them when planning trips or
traveling and also reaffirm their travel
choice.
Refining content for existing customers
can be challenging in more ways than
one given the nature of the industry. For
example, customers who just flew to San
Francisco probably don’t need to see
promotions for flights to San Francisco
after they’ve landed back home. Instead,
a brand could offer recommendations
for flights to cities they’ve never visited
within a price range similar to previous
purchases they’ve made.
TURNING FINDINGS INTO
ACTION
Act on the information you have.
There’s no excuse for sending irrelevant
content to customers who have booked
reservations with your brand before.
Customers are savvy, and they know
what information you should have
available if they’ve stayed at your hotel
or booked with your airline. If you can’t
master data-driven personalization at
scale, consider using a partner that can
help.
The discount airline Allegiant reminds
customers who frequently travel from
Cincinnati when there are cheap non-
stop flights from the area, and nudges
them to book with links for each flight in
the email.
Negative reviews will drive even repeat
40 ILHA
customers away quality (17%) and perks (8%).
Current customers are not immune to
negative reviews about your brand—
even if they’ve previously had a good
experience. Sixty-one percent say
negative reviews have stopped them
from using travel and hospitality brands
they have used previously. This doesn’t necessarily mean brands
should race to the lowest price since
customers have different standards for
a discount airline or hotel than they do
for luxury experiences. But regardless
of the tier or luxury level of travel they
choose to book, consumers need to
feel like they are getting value for the
price they pay. Whether you work for a
luxury hotel brand or a low-cost airline,
reinforce the value consumers receive
for their loyalty to your brand in every
interaction — this will help customers
feel like they are getting more for their
money.
Generational differences exist in
this regard, with younger customers
reporting they are even more influenced
by negative reviews about brands
they’ve used in the past (71% of 18-21
year-olds and 67% of 22-37 year-olds,
compared to 56% of 38-52 year-olds
and 47% of 53-71 year-olds). Since
younger consumers are more likely to
be active across a variety of social media
platforms, it’s not surprising they are
exposed to more of their peers’ opinions
and likely to consider them more heavily.
TURNING FINDINGS INTO
ACTION
Mitigate CX issues before they become
negative reviews.
Given the high cost of traveling,
customers will shy away from brands
if they see that other travelers have
had bad experiences — even if they’ve
used those companies in the past.
Consistently gather feedback from
customers to understand what CX
problems occur so you can address them
before they become larger issues.
LOYALTY
Loyal customers remain consistent in
their demands
Given the uncertainties and stress of
traveling, it makes sense that customers
are likely to stick to their favorite brands
once their trust is earned. More than
six out of 10 (64%) customers say
they have a go-to travel company they
consider above all else.
Still, many of the same concerns that
drove customers to try a new hospitality
or travel brand also determine their
loyalty. The top factors that drive loyalty
among travelers include price (65%),
TURNING FINDINGS INTO
ACTION
Identify, reward and recognize loyal
customers.
Customers that habitually spend the
most money with your brand should
receive better perks, prices
and rewards. Recognize tenure and
use customers’ transactional history
with your brand to provide better
personalization, more relevant
communications and more informed
offers.
For example, members of Wyndham’s
loyalty programs who belong to the most
exclusive tier — Diamond — not only
receive welcome gifts at check-in (like
cheese plates or local beer samples), but
they also get complimentary tickets for
local experiences. They can also treat
family members to Gold status rewards
like priority check-in.
Loyal customers demand exclusivity
Loyalty can be challenging to earn,
but even more difficult to retain in the
travel industry, since value-conscious
customers are always on the hunt for a
good deal. You are more likely to retain
loyal customers if you know how to
reward them.
Eighty-three percent of customers say
that being rewarded for their loyalty
influences their decision to remain loyal