How Travel Brands Can Adopt A Consumer-First Approach

How Travel Brands Can Adopt A Consumer-First Approach
Hotels, Hospitality & Travel

As consumers seek out more personalized experiences, travel brands are looking beyond core offerings to engage them at more points along the journey

PSFK Labs
  • 14 march 2018

Consumer travel preferences are changing, with travelers seeking out better experiences that are more exciting, dynamic and personalized for them. In fact, enabled by a more connected lifestyle, consumers don’t just want what they want when they want it—they expect it. Travelers want brands to anticipate their needs and deliver on them before they even realize their needs themselves.

So, as a brand, how can you deliver on this? Within the travel space, the most successful brands are looking beyond their core offerings to engage their customers at more points along their journey. This consumer-first approach looks to add value through the development of complementary products, platforms and services that speak to a broader lifestyle. PSFK has analyzed the findings from our Travel Debrief to help brands in any industry understand how to apply this thinking:

Evolve from pure-play enterprises into experience ecosystems
Consumers expect to have more than a purely transactional relationship with their preferred brands. They want value-adds around the purchase process that respond to a broader lifestyle and set of needs. By offering customers access to curated content and education and related services and experiences, brands create an enriched ecosystem that consumers don’t want to leave, while also gathering 360-degree customer insights.

Deliver experiences in-context
Today’s consumers are empowered and most expect brands to meet them on their own terms. Organizations must develop solutions and experiences that fit into the context of existing lifestyles rather than forcing customers to adopt new behaviors. While this pull versus push mentality ensures that brand interactions are welcome, they still must be designed to add value through utility, convenience or entertainment.

Use data to deliver personalized moments
If personalization is the end destination for every engagement, then data provides the roadmap to getting there. To deliver customized experiences at scale via digital channels and IRL interactions, brands must operationalize their data streams into dynamic CRM systems that recognize customers across touchpoints and respond with relevant service and experiences.

Empower customers to achieve more
Consumers are more than a collection of data points or a series of transactions. More often than not, the products they buy and the services they use go beyond solving basic needs – they say something about the person, their values and what they’re trying to achieve. What’s more, customers are turning to their preferred brands to help them reach their personal and professional goals. Companies can step in with the expertise, tools and other resources to make this possible, building stronger relationships and meaningful equity.

Consumer travel preferences are changing, with travelers seeking out better experiences that are more exciting, dynamic and personalized for them. In fact, enabled by a more connected lifestyle, consumers don’t just want what they want when they want it—they expect it. Travelers want brands to anticipate their needs and deliver on them before they even realize their needs themselves.

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