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%+):
- Friends/family
- Independent reviews
- Social media
- 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%+):
- Friends/family
- Independent reviews
- Social media
- Traditional marketing
- Digital marketing
- 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%+):
- 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!
- David
