Technology company Collinson Latitude has launched a report that unveils a new breed of traveller – The Grand Wanderlusters – defined not by their age or gender but by their behaviors, characteristics and interests.
With traditional demographic approaches to travel audience segmentation losing relevance in an online world, the report covers consumer travel habits, preferred platforms and communication channels and opinions on existing travel loyalty schemes. The report is built from a survey of 4,000 consumers in the UK, U.S., Middle East and Singapore.
On average Grand Wanderlusters fly or stay in hotels two to three times a year, like to book travel online and are more often than not swayed by reward programs on offer when choosing where to buy travel.
However, though united in their high expectations of reward programs and their desire to travel, the report found no single thread connecting their needs, wants and expectations.
The report identifies how the needs and expectations of each persona impacts their engagement with loyalty programs and more importantly how brands can engage with them:
Offering choice: 82% of travellers want to choose the categories of rewards they receive
Improving communication: 15% consumers do not hear from their travel providers enough, 11% hear from them too frequently
Delivering multi-channel: 51% want to redeem online, 20% via a mobile device, 13% in-store
The report identified six Grand Wanderluster personas, aimed at helping travel brands group the needs and expectations of their customer base:
The Aspirational – the reinvented frequent flyer
Characteristics: As reinvented frequent flyers, their revenue potential is high; they care about points and want quick/easy online redemption methods
What to offer them: They hate being bombarded with irrelevant rewards, so use data to find out their hobbies/interests and present them with reward options that fit their lifestyle
The Balancers – the work-life jugglers
Characteristics: As work-life jugglers, they want to get the most for their money, and will likely spend more – on higher value rewards – if these are tailored to their needs
What to offer them: They want to hear from you more, online, with a variety of non-travel related rewards that will help them get the best value
The Nesters – the family orientated
Characteristics: They put family first, so appreciate rewards that will enhance the family environment
What to offer them: They said they don’t hear from you often enough, so increase communication. Offer online redemption and rewards that will improve the regular family holiday
The Safeguarders – the high earners
Characteristics: They have a larger disposable income than most and prefer to communicate directly with brands; by phone or face-to-face
What to offer them: Offer rewards that match the diversity of activities they enjoy and reach out to them through traditional methods – they want to hear from you
The On-demanders – the career orientated
Characteristics: These career-orientated smartphone fanatics need instant gratification and quick/easily accessible reward and redemption options
What to offer them: They aren’t willing to wait, so make your reward program device-friendly and let them choose their own reward categories, including luxury offers from premium brands
The Individualists – the free thinkers
Characteristics: Brands rarely target them, so they are skeptical and disinterested in rewards
What to offer them: Start up regular communication, give them more ways to earn and redeem – once they are on-board they will be a valuable and active member of your rewards program
“Travel brands need to identify the needs and wants of each persona inside their customer base and start offering rewards – through the right channels – that will keep their travelers brand loyal,” concluded James Berry, e-commerce director at Collinson Latitude, a technology provider delivering enhancements for reward and loyalty programs and incremental revenues for brands.
Click here to access the report.