Segmenting travel consumers by personality to drive engagement and conversions
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08 August 2019 (Edited 09 September 2019)

Segmentation by personality goes beyond demographics by analyzing behaviors

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Source: David|8 August 2019

New report from Euromonitor International entitled Using Consumer Types to Understand the Path to Purchase updates their earlier research on consumer personality types as a basis for segmentation based on attitudes and habits.

Of the 10 2019 Global Consumer Types identified by Euromonitor, here are the 3 that look to me like the best targets for travel and tourism services:

Impulsive Spender

  • 15% share of global consumers, 51% male
  • Buy on impulse when they see a good deal
  • 59% like to find bargains
  • 63% are brand-loyal
  • Top 3 channels of influence (50%+):
    1. Friends/family
    2. Independent reviews
    3. Social media
    4. Traditional marketing
  • High users of mobile platforms for researching and buying
  • Targeting:
    • Offer deals, discounts, bargains
    • Serve them fast- and easy-to-use online and mobile offers

Undaunted Striver

  • 10% share, 56% male
  • Tech-savvy
  • Image-conscious
  • 84% prefer branded stuff
  • 42% seek unique, niche brands
  • Pick travel destinations for quality of shopping
  • Top 3 channels of influence (50%+):
    1. Friends/family
    2. Independent reviews
    3. Social media
    4. Traditional marketing
    5. Digital marketing
    6. Celebrity endorsements
  • High users of mobile platforms for researching and buying
  • Targeting:
    • Luxury offerings and those in sync with latest trends will resonate
    • Strong social-media presence essential
    • Celebrity endorsements could be key

Inspired Adventurer

  • 8% share, 53% female
  • Like to try new things
  • Interested in living abroad
  • Anticipate increasing their spending
  • 47% brand loyal
  • 58% like to find bargains
  • Top 3 channels of influence (50%+):
    1. Friends/family
  • Tend to do research online, buy offline
  • Targeting:
    • New/improved offerings
    • Lower-priced alternatives to what they're buying now
    • Loyalty programs

In aggregate, persons with these 3 personality types make up one-third of the total population. That's a lot of people, and we now know their sources of inspiration, and the kinds of offerings they find most appealing.

What are we waiting for? Let's get marketing!


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David Boggs    - David
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External Article: http://go.euromonitor.com/rs/805-KOK-719/images/wpConsumerTypes2019.pdf


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