Without question, we are living in a jittery world. Particularly jittery when it comes to both business and vacation travel.

Events of the past few years have left an indelible mark on the minds of travelers. However, to really understand the consumer and how to most effectively market to them today you need to go back a few more years.

Marketers, particularly travel marketers, need to understand consumers have evolved dramatically over the past fifteen years. That evolution has come about as a result of numerous external events, past marketing tactics, the explosion of technology and rapid consumer maturation.

Understanding today’s consumer is critical to developing marketing strategies designed to motivate them. In this chapter we will start by touching on a few of the key events that have helped shape today’s consumer. Later we will outline initiatives that can most effectively motivate them.

AUTHOR: Madigan Pratt

Madigan Pratt is President of MP&A Digital & Advertising, an award-winning agency helping luxury hotels attract and retain profitable customers. Principals with over 60 years of collective experience at some of the world's largest advertising and direct marketing companies lead the agency's team of marketing, creative, public relations, Internet and social media professionals.

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