The female demographic is naturally a major component of the global online travel market, but what exactly are women looking for when they shop for travel?
Big Travel Brands Not Meeting Women’s Expectations
A recent study by the Insights in Marketing research team i-on-women surveyed over 1,200 women and 200 men to discover more about how women approach their travel decisions, and how brands are rated for performance via their understanding of women’s needs. The findings revealed that there is substantial room for improvement among some major travel players concerning how they market travel to female audiences. The survey found that one-third of women shop for travel at least twice a year, and 80% make purchases online. But when it comes to travel brands, two of the biggest players fail to convince female audiences, with only 12% of women saying Priceline markets its products and services effectively to them, and only 9% believing Orbitz does.
Other key findings include:
- Only 23% of women are extremely satisfied with the products/services in the travel category;
- Women’s influence on the household is strong, with 97% having complete or some influence on travel purchase decisions;
- When travel shopping, the key things women consider are: price (48%), meeting a specific need (31%), promotion (29%) and quality (28%).
According to division director of i-on-women Tinesha Craig, “People now understand that women control more than $7 trillion in domestic spending and control purchase decisions for 85% across most major categories. Yet, only 9% of women feel as though marketers are effectively marketing to them,”
Some hotels are finally starting to pay attention to this issue, for example by catering for more female business travellers. But among travel and hospitality brands, good examples are still hard to find.
Profiling Female Travel Shoppers in the US
The research team at Insights in Marketing have devised their own model to help them more clearly understand how women in the US market behave towards brands, what they expect, what engages them and what puts them off. They suggested five profiles for female travel shoppers in the US.
Profile 1 (26% of women):
- Highly driven and focused on being successful in whatever she does.
- Determined to accomplish her goals, but often torn between her work life and home life.
- Tenacious and with laser-sharp focus.
Profile 2 (21% of women):
- Traditional, conservative and risk-averse
- Nurturing personality who is most often at home with friends/family
- Prefers to stay in the background rather than taking centre stage
- Strong belief system, values and routines
Profile 3 (20% of women):
- Highly curious about what drives people
- Routine is very important in her life and comforting
- Happiest when things are going according to plan
- Likes rules because they define guidelines and expectations.
Profile 4 (17% of women):
- Self-reliant and feels she is the only one who can solve her problems.
- Highly aware of setbacks and of disappointments
- Seems independent, but needs reinforcement and positive feedback from others.
Profile 5 (16% of women):
- Highly curious and very sociable
- Fearless and hates boredom and repetition
- Believes that people should seek out and pursue what makes them happy.
The question is: can marketers make sure their brand caters to these key target audiences, addressing their key expectations, needs and wants?
Discussioncomments powered by Disqus
More from #DTTT
In September we present:Think Sustainably with Helsinki Marketing
The city of Helsinki is determined to reduce emissions by 60% by 2030 and to be completely carbon neutral by 2035. Find out how the city is implementing initiatives to achieve this goal.#think sustainably #sustainable destination #sustainable tourism #Helsinki
In August we present:Designing Sustainable Destinations
How one destination aims to get 20 destinations, 1,000 businesses and the entire destination socially, economically and ecologically sustainable by 2030.#sustainable destinations #sustainable travel finland #responsible tourism #sustainable tourism
In July we present:5 Questions with Tourism Ireland
Whether you are a fan or not, HBO’s Game of Thrones is undeniably a truly global phenomenon, captivating the world throughout its 8 gripping seasons. Lannister, Stark, Baratheon, Targaryen – which of the infamous houses will reign supreme and rule the Seven Kingdoms? In between brutal battles and fire breathing dragons, Game of Thrones was […]#film tourism #game of thrones #northern ireland #HBO #screen tourism #Tourism Ireland #visitor experience
In July we present:Buenos Aires Tourist Intelligence System
We explore the use of valuable data from multiple touchpoints in the visitor journey to shape the destination experience and understand tourism flows to manage the destination’s tourism supply, and develop a marketing strategy around key data insights.
In July we present:How to Gamify the Visitor Experience
At #DTTTCampus, Léna Deschamps-Peugeot from Urban Expé led our workshop on How to Gamify the Visitor Experience. Here are some handy takeaways.#gamify #gamifying #destination experience #customer loyalty #gamification #visitor experience
In June we present:Live: #DTTTCampus
#DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]