Travel industry can benefit from more tailored marketing strategies

Travel industry can benefit from more tailored marketing strategies

A pair of digital and travel industry experts from Bain & Company have identified five traveller archetypes, suggesting that travel companies should tailor their marketing strategies accordingly.

As the world continues to open up to international travel, two partners from global strategy consulting firm Bain & Company – Karim Henain of Bain’s Middle East office and Emanuele Veratti in Milan – have written of the possible 28 percent increase in travel advertising spend this year, but suggest that industry stakeholders operating in the different segments of the travel market are best advised to tailor their marketing strategies. 

Writing in a Bain & Company insight, Henain and Veratti argue that the various travel operators, such as airlines, cruise-liners and transport companies together with travel intermediaries, have missed opportunities in the past to capture customers by relying on a “one-size-fits-all” offering, with their digital marketing assets being inefficiently deployed.