advertising * sales promotion
sound familiar? All too familiar? That is travel advertising today. Whether for leisure or business, travel advertising is overdue for change. Luckily, powerful new research techniques are providing insights into consumers' decision-making processes, emotional constructs, and more.
From understanding "regret response" to vastly different levels of segmentation, these new insights are a road map to effective, efficient messaging. And they are as appropriate to the business meeting planner as they are the family planning their next vacation.
Traditional research still has a role in market planning, but compared to the new cognitive research techniques, it can be compared to stripmining. You simply can't ask people to tell you what - they don't know they know.
It is no longer about who has the biggest swimming pool, it is about helping consumers invent future memories.
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Leading global market research firm Synovate has released global survey results on air travel showing that, with the current economic environment and increased travel costs, 38% of Americans say they will look for cheaper flights when travelling and 20% think they will end up travelling less. Another 17% have decided to put their travel plans on hold while 16% will consider alternative modes of transport for their travel.