Our Travel & Tourism Practice

Travel: Finding out what customers want and delivering it

If we took away the signage, could you tell a Marriott from a Sheraton or a Hilton from a Radisson? You might be able to tell because you work in the industry, but even the most experienced business travelers cannot.

Travel marketers need to understand how to differentiate their brand in order to maximize their earnings.

In hotel advertising, everyone has a nice bed, friendly staffs and wonderful locations.

When it comes to the airlines everyone has “one of the most professional fleets in the industry,” and plenty of departures at the most convenient times.

Every cruise ship, it seems, has the best amenities and sails to the most exciting ports.

Everywhere you look, the messaging is virtually the same.

What marketers need to do is determine what is important to consumers that nobody is delivering. Is it aromatherapy or their favorite music as they open the door to their room, or is it whirlpool up above the ocean? Marketers need to develop a compelling brand positioning strategy and then deliver on that promise to the target consumer.

The standards of excellence are rising, and your brand can too.

Consumers have a wealth of information at the fingertips. Today’s people aren’t calling their travel agents anymore; they are going online or talking to their friends, or virtual friends. Word of mouth permeates the industry; sites such as TripAdvisor continue to play an important role in the decision-making process. Online strategy development is a crucial element to success. Marketers need to understand both how consumers are making their travel decisions and what consumers want and need in an online interface. The message needs to be clear and relevant to the brand.

Travel has always been about delivering an experience for the traveler. Look at what Jet Blue did: they rejuvenated an industry plagued with negativity by offering personalization…with personality. Las Vegas has found significant success with their, “Only Vegas” campaign. Ian Schrager masterminded W Hotels, with all of its nuances and modern vibes.

You need to find what works for you—and your customers.

Markitecture believes that success in the travel industry comes only from a) dedicating the time and effort to developing a sophisticated process for understanding your most profitable customers and having done that, b) targeting those customers precisely with new and/or repositioned offerings.