Increasing Loyalty

Opinions: 

Travel Tech

In Google’s latest research, the focus lies very much on travel brands and how these can increase loyalty. Traditionally, tourism companies would rely heavily on rewards and free gifts to get consumers to come back. For many organisations within the tourism industry this is not enough anymore. Hotels, airlines and other tourism organisations realised that they need to understand the travellers fully. Once this understanding is achieved, companies can go further and achieve true loyalty rather than giving out simple rewards (Google Think Insights 2013).

UNDERSTAND THE TRAVEL PROCESS

True travel loyalty needs to be achieved through understanding consumers. This means understanding the planning process is key to that. Every traveller is unique and has different needs – understanding the travel process is therefore absolutely crucial. Travel differs depending on who consumers go with, for example solo, with partner or with friends. The purpose of travel is also impacting on the planning process and the expectations towards the trip. Sites mentioned when wanting to get a feel for destinations are Google, Expedia. Travelocity and VRBO.

Travellers are also interested in hearing other people’s opinions in terms of reviews, thoughts and photographs. Popular sites when it comes to travel user-generated content are TripAdvisor, Cruise Critic, Pinterest, Lonely Planet, Fodor’s and Facebook. When planning a trip, most travellers are starting with getting flights then hotels and more specific details are sorted last. Travel Agents still play a major role, as do sites such as Travelzoo, Expedia or Travelocity. In this last stage of planning a trip, when it comes to actual bookings, consumers are often not sure with whom to book with. This means that travel companies need to ensure travellers see the added value in booking with them.

“ROAD TO LOYALTY”

The planning process is essential when it comes to loyalty in tourism. However, tourism as an industry has not built loyalty around the feeling but around getting free things and rewards. Good transparency is therefore one of the core factors to loyalty. Being transparent about costs and demonstrating value in tourism is crucial. Travel Brands need to be very consistent with regards to their messaging and need to be able to fix issues quickly. This enables consumers to connect with the brand. Surprise and delight is another core factor on the road to loyalty. Travellers want to be recognizes and valued, personalization and exclusivity are very appreciated. Travel Brands therefore need to get to know individual consumers, use their data to deliver benefits and anticipate their needs. These individual points raised by Google’s latest research emphasise the importance for tourism companies to be proactive about increasing loyalty and also think beyond simple rewards. Having a positive feeling about a brand is often worth much more in the long-term than something free as this gets forgotten very quickly.

More from #DTTT

  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
  • In April we present:
    Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6

    At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]

    #COVID-19 #industry #product #strategy #technology #tourism
Show more
© 2017 Digital Tourism Think Tank