How to push brand loyalty to today’s travellers

Are they Aspirationals, Balancers, On-Demanders or Individualists?
To successfully attract guests from the new generation of business and leisure travellers, travel companies must recognise a new breed of traveller and what they expect from their reward programs, a new report says.
In “The Grand Wanderluster Checks In”, reward and loyalty program tech provider Collinson Latitude outlines the characteristics of the new class of traveller spawned by the digital boom. Members of this generation are defined not by age or gender but by their behaviour, characteristics and interests, and reward programs are the key to cultivating and retaining brand loyalty.
“The current accessibility and mass availability of travel means that traditional demographic based approaches to audience segmentation are a thing of the past,” explains James Berry, e-commerce director at Collinson Latitude. “Travel brands need to reinvent how they engage with the Grand Wanderluster generation or risk losing them to the competition.”
The report breaks the wanderluster down into six separate personas based on their priorities during travel and advises how to attract each group. The Aspirationals, for example, are today’s reinvented frequent flyers who want quick and easy online redemption. Travel brands should offer rewards relevant to their interests.
The Balancers, believers of work-life balance, want the most value from their choices. To win them over, companies should communicate using more non-travel related rewards. The family-oriented Nesters will pay attention to online awards and redemptions that can be used to enhance family holidays; communication is key for them.
Fourth, a personal touch can be combined with rewards to get through to the high-earning Safeguarders. The On-Demanders are career-oriented, looking for instant gratification. Travel brands should make their reward programs device-friendly and let them choose their own reward categories, including luxury products.
Lastly, the sceptical and disinterested Individualists are rarely the target of travel brands. Reaching out to them and giving them more ways to earn and redeem rewards is the first step to bringing them on board, the report says.
TTG Asia
[pictured: InterContinental Century City Chengdu; courtesy IHG]


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