April 02, 2013

How to market to the ‘armchair travel booker’


According to marketing services company Experian, 'armchair travel bookers' represent a behavioural group that discovered the convenience of researching and booking trips online. And they consist of some of the wealthiest consumers, making them a valuable group for travel brands to engage with.

For travel marketers, the internet continues to grow in significance as customers examine reviews, check out destinations and look for the best deals online.

Experian’s Mosaic Digital Insights, which draws on the Mosaic consumer segmentation, reveals a number of distinct online consumer behavioural groups – one of which is Armchair Travel Bookers. Those in this group have discovered the convenience of researching and booking trips online, and checking the weather for their next break. They tend to be online in the day, usually between 9am and 6pm and, consist of some of the UK’s wealthiest consumers, making them a valuable group for travel brands to engage with. The travel-related websites they are most likely to visit include Easyjet, Thomson and Tripadvisor.

Here are eight top tips that will be vital in helping travel marketers reach Armchair Travel Bookers.

Get the full story at The Drum