Travel and leisure

Travel and leisure
Cruising, clicking and calling for customers
The travel and leisure industry continues to see significant changes in the way consumers research
and book their vacations and travel. In today’s online world, consumer travel has become commoditized
and often is shopped based on price, rather than the service model that helped distinguish providers in
the past. In some cases, consumers are basing purchase decisions on rankings and feedback from
other travelers, adding complexity to providers’ reputations, brand management and ultimately, the
sales process.
As a result, industry providers have had to adjust their marketing strategies — and quickly. The mantra of
knowing your customer hasn’t changed, but the way you understand who they are, what they want and
how to reach them has. Careful targeting and engagement strategies are essential for those wanting to
capture their share of this $300-billion-plus industry.
Who are your customers?
Whether you are selling exclusively
online or online with a brick-and-mortar
presence, you probably have a list of
customers who have done business
with you in the past. Your first step
is to have a single repository of your
customer data, so you can begin to
analyze it and understand who your
best customers are.
Using Experian Marketing Services’
ConsumerView database, you can get
a 360-degree view of your customers
and answer questions like: Do your
services appeal more to men than
women? What is the average age of
your customers?
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What else do they have in common?
ConsumerView has information
on 299 million Americans in 116
million households and can help you
understand your best customers and
how they like to shop.
efforts and help deliver your best
campaign results.
With these insights, you would know
that residents of the San Francisco
area are 2.1 times more likely to have a
passport than Memphis-area residents
(62 percent versus 29 percent).
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Experian’s Mosaic USA profiling
tool adds another layer of insight by
helping you to understand the lifestyle
and life stage of your best customers.
Perhaps your services will attract
Kids and Cabernet or Couples with
Clout, just two of the 71 segments
available. Lifestyle segmentation can
help you further target your marketing
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This kind of keen knowledge can help
you target the right offers to the right
people at the right time.
Finding more of your best customers
Once you have identified who your
best customers are, increase your
reach by finding others like them offline
and online. For cruise lines, knowing
that the Mosaic profile Booming with
Confidence is a segment that loves
cruise vacations, you can then target
those individuals with timely, relevant
messages and offers when they are inmarket for your products and services.
Experian Marketing Services brings
your customer segments into focus,
enabling smart marketing decisions that
drive results. With a clear understanding
of customers, plus easy-to-implement
applications, marketers can harness
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key insights, improve marketing
campaign performance and enhance
customer loyalty.
We can help you market forward using
the largest and most inclusive repository
of consumer information available today.
Mosaic segments — Previous cruise customers (Have taken a cruise ship vacation in the last 3 years)
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Group A: Power Elite — The wealthiest
households in the U.S., living in the most
exclusive neighborhoods, and enjoying all that
life has to offer
200
Group C: Booming with Confidence —
Prosperous, established couples in their peak
earning years living in suburban homes
150
Group H: Middle-class Melting Pot — Midscale, middle-aged and established couples
living in suburban and fringe homes
100
Group Q: Golden Year Guardians — Retirees
living in settled residences and communities
Did you know: 40% of Americans say shopping is one of their favorite vacation
activities (after sightseeing (57%) and going to the beach (41%).
Integrate online insights to create and
reach high value customer segments
The online world can be complex, but
with the right tools, you can gain a
wealth of knowledge into the behaviors
of your best customers. Guessing
how consumers, such as women or
families, research and buy online can
be a costly assumption for marketers.
By integrating online behavioral
insights from Experian Hitwise into your
customer profiles and segments you
can understand, engage and convert
high value segments where, when and
how they buy travel services.
Experian Hitwise delivers daily insights
from the world’s largest sample of
online consumer behavior to help you
increase the effectiveness of your
marketing campaigns. Consider the
three distinct visitors, Dana, Jenny and
Kristen, described on the next page.
Understanding each unique profile
enables you to execute targeted offers
via search, email, partner, social and
display campaigns – and speak to the
travel interests of each visitor segment.
With Hitwise, you know how consumers
search, shop and buy your products and
services and those of your competitors.
This information is invaluable for
creating relevant content and offers,
and staying ahead of emerging or
changing market trends.
“Hitwise provides competitive
information that allows Delta
to analyze trends and quickly
determine changes in the
online marketplace.”
Francis Lavelle
Manager, Web Analytics
Knowing who is visiting your website
and delivering the right message
With thousands of visitors coming to
your website, how do you know what
they are looking for? Serve an ad for
an adventure cruise to a parent looking
for children’s programs and you may
lose that customer. With real-time data
enrichment, you can deliver the right
message to the right customer at the
right moment.
to deliver the same ad to each visitor.
Using Experian QAS , you can
enrich visitor and customer data in
real time to better understand and
target each individual.
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Consider three customers visiting your
website. They are all women with similar
income levels, and they are all working
professionals. If that is all you know
about them, you might be tempted
Understanding these
differences allows marketers
to tailor advertisements and
communications in real time
and ultimately drive purchases.
What you know
about your site
visitors today
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Following the example listed above,
Experian QAS can tell you that
Dana is a 35-year-old woman without
kids, likes a good deal and is available
for last-minute travel.
Her interests lean toward adventure
travel. Jenny also is 35 years old but has
three children, and adventure is the last
Income
?
Kristen
Lastly, although Kristen initially
appeared to be similar to Dana and
Jenny, she is 65 years old. Her children
are grown and she is looking for guided
tours and good buffets.
Age
Professional
35
0
• Adventure
• Last-minute deals
Professional
35
3
• Kid-friendly
• Planned in
advance
Grown
• Low-hassle
trips
• Guided tours
Professional
65
Kids
Travel
preference
Career
Dana
Jenny
thing she wants. Send her a message
around programs designed to entertain
young children so mom can get a
pedicure and you may have a customer
for life. Lastly, although Kristen initially
appeared to be similar to Dana and
Jenny, but she is 65 years old, her
children are grown and she is looking
for guided tours and good buffets.
Did you know: 12% of U.S. adults are planning on taking a cruise in the next year .
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Market share of visits to travel segments — Monthly Share of Visits to Travel Sites
.40%
OTAs +9%
.35%
.29%
.30%
.25%
.20%
.20%
Airlines +31%
Hotel Suppliers +36%
Car Rentals +24%
.15%
Cruises +44%
.10%
.10%
.029%
.029%
.05%
Se
M
ay
J
pt ul 200
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ov be 00
em r 9
2
Ja be 00
nu r 2 9
a 0
M ry 09
ar 20
ch 10
M 20
ay 10
Se
J
pt ul 201
N em y 2 0
ob be 01
em r 2 0
Ja ve 01
nu r 2 0
a 0
M ry 10
ar 20
ch 11
M 20
ay 11
Se
J
pt ul 201
N em y 2 1
ov be 01
em r 1
2
Ja be 01
nu r 2 1
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M ry 11
ar 20
ch 12
M 20
ay 12
20
12
.00%
Consumer visits to travel sites
have increased significantly in the
past 3 years.
OTAs
Airlines
Accommodations
Cruises
Car rentals
Did you know: 31% of Americans booked travel online last year and 7% used a
travel agent .
*
Driving occupancy
Whether you are trying to fill hotel
rooms, cabins on a cruise ship or seats
on a plane, vacancies impact your
bottom line. Finding and targeting the
right individuals with an offer that will
drive conversions is paramount. Using
fact-based data is your tool to elevate
your marketing campaigns and improve
return on investment.
Whether you deliver your messages
through mobile, social, display, in
the mail or via Experian CheetahMail,
Experian Marketing Services can help
you better understand your customers
and their buying behaviors, and
increase your marketing effectiveness
and results.
For more information on travel and leisure
contact your local Experian sales representative
or call 1 800 850 4389.
*According to Experian Marketing Services Simmons National Consumer Study
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Experian Marketing Services
955 American Lane
Schaumburg, IL 60173
1 800 850 4389
www.experian.com/marketingservices
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07/2012