Meet Aaron. He’s a business traveller who works for a global online travel company. He knows the importance of user generated content in travel and what companies need to do to stay ahead of the curve to meet the needs of today’s demanding travellers.
In this video, Aaron gives us insights on what will make Simplicity Searchers and Obligation Meeters, two traveller segments identified in our Traveller Tribes 2030 report, happy.
Simplicity Searchers will be most open to personalised offers aligned to their requirements, especially from a trusted brand or supplier who can provide the perfect package to suit their needs. They will expect extremely high levels of personalisation and they consider simplicity to be a reward for which it’s worth giving up their own personal data.
On the other hand, travel for Obligation Meeters is primarily predetermined by work, family, religious, or holiday commitments. Based on the characteristics that make them unique from the other five tribes they will seek to learn, or be guided to understand, the options available to tailor their travel and achieve the best experience.
These travellers require the most personalisation of any of the tribes, due to limited flexibility and specific pre-defined travel requirements. Without a high degree of customer data, and the tools to draw relevant information from it, a travel provider will risk poorly timed and irrelevant service offerings.