Loyalty survey reveals insights into travelers’ choices
A recent Facebook loyalty survey of 14,700 adults in the U.S. uncovered fascinating details on brand loyalty. The survey looked at five verticals, but also included airlines and hotels. Overall, the loyalty survey found 77% of people saying they return to their favorite brands over and over. 37% said they make repeat purchases and are loyal to a brand while 40% indicated they make repeat purchases but are not loyal to a company.
The findings shed some light on loyalty when it comes to travel, including:
23% of hotel brand loyalists value service and 21% value trust, while 31% of repeat purchasers value locations and 30% value price
23% of hotel brand loyalists are Millennials and 30% are Boomers
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A new study from Kenshoo shows an explosion in mobile targeting for digital marketing. some of the more interesting takeaways from the study found:
167% increase in Q2 spending compared to the previous year for paid social ads
51% increase over the same period last year in paid social spend
12% decrease in the cost per click compared to Q1 2015
45% quarter-over-quarter increase in social clicks & a 129% increase year-over-year
44% increase in social click-through rates compared to the first quarter and 535% year-over-year
Clearly, the role of mobile continues to grow and more and more marketers are exploiting its benefits for their businesses and clients.
Travelers to Brands: “Get to know us better!”
While many (50%) business and leisure travelers are unwilling to share personal information with brands, many still expect location-based offers tailored to their interests. While it may be easy to brush off these people as being unwilling to participate, it may stem from getting burned by brands before.
Boxever surveyed more than 500 U.S. business and leisure travelers and found many responded saying that they had seen no benefit of giving up personal information to brands previously – but were eager to experience benefits from doing so!
While geo-targeted and personalized offers are not commonplace in the travel industry just yet, it becomes clear that these types of offers must become more of a priority for brands wishing to develop closer relationships with customers while obtaining their data.
Millennials Like the Good Life
When it comes to air travel, millennials are more willing to pay for premium conveniences. That’s according to OAG’s FlightView, which conducted a study of 2,339 travelers last month.
A whopping 60% of millennials said they would be willing to pay a premium for services related to technology, like high-performance Wi-Fi or in-flight television displays with data on connecting flights.
Additionally, it looks like millennials REALLY don’t like their stuff to go missing. More than half of the millennial respondents said they would dish out extra money for RFID enabled real-time baggage tracking and 37% would pay for priority baggage claim.
Data such as this for a generation entering the workforce, obtaining jobs and finally enjoying travel with the recession at its end is invaluable to brands looking to attract a generation eager to see the world.
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