Agents could benefit from boosting their engagement with current and potential customers, following the release of travel industry research by different, an advertising agency.
Researchers surveyed consumers in five major life stages about their opinions of travel brands. The results uncovered the communications desired by students, home movers, new parents, empty nesters and pensioners. More than half of empty nesters (61.7%) feel misunderstood by travel companies. But they say they are still able to buy products they want from the sector, suggesting that tweaking messaging to better engage consumers will make a big difference to this group.
There?s room for improvement with pensioners too ? 80% feel their needs are not understood and a similar proportion report that they can?t buy the holidays they want, revealing a major lack of consumer insight.
Home movers and students are more positive. They feel their needs are understood by the sector but require advice to help them stick to their budget, specifically by offering discounts.
Of all the sectors surveyed, travel was the sector with the most consumers (87.1%) wanting to hear from brands more, indicating there are gaps in messaging and targeting from across the travel industry.
?Many travel companies are focusing on cost as far as comms go, undermining the power of their brand. Brand is what ensures audiences build an affinity with them. It?s about more than just the prices on offer. Making the brand inseparable from the customer experience should be a priority,? said Ben Quigley, group chief executive officer at different.
?But to do this, brands need to reassess the customer journey to ensure a frictionless experience and increase engagement. With new parents, empty nesters and pensioners all feeling misunderstood, it is clear the sector must put insight to better use, adapting messaging across different groups, based on their needs, behaviours and expectations.?
