The five key archetypes of travellers

EMANUELE VERATTI KARIM HENAIN

AND

To take off in a post pandemic world, companies can tailor their marketing strategies to consumer preferences.

As parts of the world emerge from the pandemic, travel and transport companies are bullish on the prospect of a rebound in consumer demand. Of the industries hit hardest by Covid-19, advertising spending in 2021 could increase 28 per cent year-over-year for travel, compared with 15 per cent in media and entertainment, and 5 per cent in retail.

Historically, however, airlines, hotels, cruise companies and travel intermediaries have struggled to make the most of their marketing budgets.

They miss opportunities to delight customers by relying on “one-size-fits-all” offerings, deploy digital marketing assets ineffectively, and fail to deliver a seamless user experience.

A Google survey of 1,990 travellers found that different consumer segments share specific preferences for accommodations, destinations, transportation, budget and more.

Evaluating consumers on five factors, Bain has identified five traveller archetypes.

1.High rollers are more likely to travel long distances and spend more than average — about 22 per cent spend €1,000 to €2,500 on a trip.

2.Voracious travellers tend to be younger, digitally savvy consumers who seek out the best accommodations, experiences, and services.

3.Comf-trotters are primarily interested in relaxing locations, such as the seaside, and luxury accommodations, with a majority preferring 4- to 5-star hotels.

4.Sports enthusiasts, who skew female, seek out physical activity and prioritise a healthy lifestyle.

(Emanuele Veratti is Partner, Bain & Company Milan, while co-author Karim Henain is Partner, Bain & Company

Middle East)