One must be familiar with this age-old business
mantra, "Customer is King" which emphasizes the significance of
customers in every business across the globe. The "client is king" rule
traditionally entails a brand’s promise to provide honest and satisfactory
customer service to its patrons. However, with the current evolution of
marketing strategies coupled with technological advancements, this rule has a
whole different meaning, which is more than just providing good customer
service. It is becoming increasingly evident in today’s fast-paced,
ever-evolving market that this slogan bears new meaning where consumers
actively opt for flexible and personalized "customer-centric"
services.
One such market that shows such high levels of competence and constant
improvisation in marketing standards is the travel industry. In today’s highly
competitive business environment, it is imperative that the industry needs to
understand the travel behavior of its consumers, as its ability to compete
effectively depends upon the ability to customize the travel products and services
to tourists’ needs, expectations, and desires.
Some key concepts influencing consumer behavior to opt for your brand are listed
below. The coverage of these key concepts is not intentionally exhaustive but
rather places emphasis on what I believe to be the most important conceptual
dimensions in understanding consumer behavior in the travel industry.
Understanding how a consumer decision-making strategy works in real-time is a
cornerstone of marketing strategy. Consumer behavior in tourism is underpinned
by the assumption that many travel decisions are meticulously planned,
but the recent rise in impulsive travel that Gen Y and Gen Z opt for has
altered the entire dynamics of the travel industry. Thanks to the influence of
social media that p amenities provided within an optimized budget, unique
experiences, and honest pro-active services provided by the agencies are vital
factors in the decision-making process.
Communicating the qualities of your service to customers that captivate them
and delivering them up to their expectations is a crucial part of determining
satisfaction, loyalty, and other post-purchase behaviors. Merging technology
and travel has laid the foundation for the next wave of travel innovation that
will lead to the rise of delivering experiences that a consumer usually craves
for. The latest is Uber’s transit feature that allows users in Denver (USA)
to plan their trips that will include public transportation options making it
feasible and living up to expectations at the same time.
Brand values tend to be the heart and soul of any industry and stand no
different when it comes to tourism. These core values ensure that the client
and the service provider are on the same page and that can be ensured by honest
and open-hearted communication, which is the lifeblood of the travel industry.
Reputations are hard to earn and pretty easy to lose so maintaining honesty by
helping your customer to make the right choice for travel experience and
delivering the promise by catering to them in accordance with ethical standards
is the most effective way to survive in this market. Establishing, valuing, and
nurturing relationships plays a vital role in the overall satisfaction of
relationships with customers and in building a sustainable business. “Going the
extra mile” shows the passion to strive and achieve excellence in customer
service.
Apart from these key concepts, there are some
contemporary factors that influence the tourism landscape to a large extent.
Social media and the evolution of web technologies have changed the mindset of Gen
Y and Gen Z to the point where they plan their vacations based on a quick
glance over an Instagram story or a snap. These sects of customers are
impulsive in nature and as they are the future prospects, businesses do need to
adapt effectively to the changing market characteristics to sustain themselves over the
long term. Off late you might come across a key trend in terms of consumer
behavior wherein customers attest to ethical standards in terms of travel
consumption and expect businesses to reflect the same while delivering their
services. These aspects might be in the form of eco-tourism, socio-political
nature, or beliefs that concern them. Pandemic spawned a new holiday travel
trend in the form of workcation. This concept has helped people to combat the
fatigue that rose during a pandemic that forced people to stay within four
walls and have a monotonous work schedule.
How NOMADS can help you in understanding consumer behavior
- With our marketing minds in constant pursuit of exploring various
strategies, we assure you of a bespoke digital marketing plan that will be as
unique as you are. NOMADS will cater to you at each stage, right from
acquiring a customer to retention. We got it all mapped out for you. Our core
services, when combined, will generate predictable and scalable lead generation
for your business.
- We help you develop a strategy that allows you to engage with your
ideal customers. We identify key personas involved in the buying process,
uncover their biggest problems, determine key solutions that your target
customers will use, and set out how to convert them as they go from awareness
to the consideration phase wherein they opt to purchase. We offer a completely
integrated digital marketing tool kit that will help you generate more leads,
increase online sales, and magnify your search.
- Right from rebranding your business to coming up with quirky
innovative designs, we focus on where it matters. Our experience and expertise
allow us to get to the heart of a problem quickly and we start delivering the results that you crave.
- We deal with our in-house analytic solution that will help you
with proactive insights and allow you to learn about unknown unknowns
hidden in your funnel. Our team will ensure that the data is turned into
action. We constantly strive to evolve by leveling up our skills, which we then
put to work for your business.
With changing times these
concepts might evolve or may turn irrelevant, so going with flow won’t be doing
any good for your business; one needs to be far-sighted and should have the
ability to articulate and envision a growing business in an inclusive manner.
Hope it was worth your time!
Author - Prateek Nayak
interesting article, to know how to personalize services for each generation, since each one is looking for different services. Thanks for sharing this article.
ReplyDeleteWorth reading... All the best Prateek
ReplyDeleteVery Nice... All the Best
ReplyDeleteKnowing consumer behavior is important for industries to understand what customers expect from their products and services.
ReplyDeleteThe Travel Industry which is one of the most competitive industries thrives on a good consumer experience to stand out amongst the competitors. In order to provide a good consumer experience, it is important for the industry to know its consumer's behavior.
The most critical part of any industry is to retain its consumers and stop them from moving to other brands. In order to ensure this consumer behavior should be included in the strategic marketing of the industry.
Understanding the consumption habits of customers is the door that opens many opportunities for companies in terms of marketing and allows them to know what is really what their consumers are looking for or have in mind.
ReplyDeleteThis means that companies can create content or on different occasions offer the services that their clients specifically need to receive, in turn this has also become a problem due to the handling of personal information that companies possess.
Thank you NOMADS once again for sharing this information that helps me understand a little more about how I can improve my company and about all the new tools that I can incorporate.