Segmenting travelers – Here’s a method to do it

There’s always a lot of thinking & data-driven insights needed on how to approach segmentation of customers. At Cequity, we have always believed that we have to connect transactional data with behavioral observations that can help us identify customer types and segments more precisely. Here’s a method adopted for the travel & hospitality business. Read on:

This questionnaire, developed by travel researcher Stanley Plog, divides travelers into six personality types. At one end of the spectrum are “venturers” who like to strike out on their own to remote places. At the other are “authentics” who prefer Disney World as an adventure.

Two people can take the exact same trip and come away with completely different impressions. Many travel experts offer a short quiz to help define your travel personality. If you love going places, you may be an adventurous traveler. This means generally you love going places you’ve never been, keep your passport current–just in case–or laugh at the very idea of a travel guide book. You are spontaneous and curious and like learning about the world by experiencing it. You look for last minute deals that provide you a chance to explore new places.

Structured travelers like to have a plan in place and look for low stress. You even have an alternative plan if something should go wrong. You like to look at your hotel room by online video so you know exactly what to expect. Laid back travelers handle stress without much anxiety. You choose a relaxing vacation one time and an active one another. You often wait until you arrive at your destination to decide what you will do while you are there.

To find out your travel personality try taking a quiz at a new Web site, www.Besttripchoices.com


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At Cequity, we believe customer intelligence will be the biggest competitive advantage enterprises will have in the next decade or two. Successful enterprises of tomorrow will be the ones who can organize and leverage this information at speed to optimize their marketing performance, increase accountability, improve profit and deliver growth. Cequity insights will bring to you trends and insights in this area and it’s our way of sharing best practices so as to help you accelerate this culture and thinking in your organization.
September 2008
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