Travel is big business. Gone are the days of two-types of travellers; business and pleasure, with these sub-sections of these travellers now important to developing customised and memorable marketing experiences.

Millennials, whether they’re travelling for work or play travel very differently to their predecessors. Alongside their heightened disposable income and willingness to pay for upgrades, Millennials often put price ahead of brand loyalty, meaning that the most affordable option will often prevail in order to save capital to spend elsewhere, such as amenities and upgrades.

MENA travellers, those heading to the Middle East and North Africa research and travel in completely different ways to those travelling to Europe, the USA or rest of the world, with a core selection of destination preferences and bookings for holidays fluctuating alongside religious holidays and peak times in the year. It is important to understand the motivations behind MENA’s decisions. Their preference for luxury will often drive their location of travel and the places that they choose to stay.

Elite travellers are known for their preference for first or business class front-of-cabin location on the plane and their destination focused drive. Luxuries often are not the key driver for them and they are not above flying in the economy seats of the back of the plane. Mid-tier accommodation is acceptable in order to be in a more accessible location and are often more open to marketing tactics that make their trip easier and better organised.

How should marketing efforts be tailored for these travellers?

In order to effectively position your brand as the choice for travellers, whether your business is a transport provider, hotel or accommodation or a destination attraction, it is important to understand the ways in which your core audience demographic purchase their trips and travel.

Overestimating the customer

Millennials and Elite fliers are similar in that if they need to sit in the economy class or stay in a lower star hotel to be in a more convenient position or achieve more during their trip, then they are often willing to make that sacrifice. They value their time and as such, they will often pick the most convenient and not always the more luxurious option. Location is key for Elite travellers, with their choice of the hotel often not swayed by the luxuries on offer but the destination where they will be located that will best maximise their trip capability.

Mena travellers, however, are often seeking out a fully luxury orientated experience. Hotels and flights are often booked further ahead with more consideration that other travellers and they are often the most prepared of these three types of travellers.

Location, location

Reaching your customers at the right place, at the right time is crucial to securing their attention and driving conversions. Asking yourself and doing the research into if your customers are mainly browsing and purchasing on desktop or mobile is one of the first steps to ensuring you’re creating a properly optimised marketing strategy that reaches your consumers effectively.

An increasing number of travellers are searching, sourcing and booking their trips on mobile than ever before, with Millennials, Elite and MENA all using their mobile phones and personal devices too book trips.

Peak times of booking activity should also be recognised, with particular days of the week proving to be more popular with booking certain types of trips. When it comes to booking activities, you may notice spikes at particular times in the day, this could be aligned with workplace breaks, lunchtime and evenings when families reconnect and plan future activities. Advertising and marketing efforts should be planned around these key times in order to boost the profitability of the activity and conversions from browsing to booking.