I believe that the first thing that the entire universe (including aliens) wants to do once the pandemic is under control is to travel. Even without running any statistics, this desire to travel is obvious.
Not Just a Marketing Strategy by the Travel Industry
Recently, Pinterest conducted a very interesting study. Web searches for travel content increased by 60% compared to a year ago. So, it seems that the vaccine roll-out has put everyone in the travel mood sooner. Aside from these statistics, the most noteworthy point is Pinterest’s classification of travelers into 6 groups. I believe that the tourism industry used to roughly segment travelers by destinations and purpose of travel. Pinterest’s segmentation provides useful learning points – not just for marketers working in the tourism industry – but to the rest of us marketers as well.
6 Types of Travelers According to Pinterest
The 6 types of travelers – as defined by Pinterest – include:
- Bucket Listers who seek to fulfill their every travel desire
- Culture Chasers who enjoy immersing themselves in local culture
- Digital Nomads who travel and work at the same time
- Foodie Travelers hunt down authentic, local cuisine
- Memory Makers seek to create unforgettable memories
- Outdoor Junkies who seek adventure in the mountains
- Rural Tourists who love visiting rural towns
The Concept of Customer Personas Applies to All Industries
The point of such segmentation is to assign customer personas to different types of travelers. This is to better understand and anticipate their different interests and pain points. They can inform the creation of customer-centric products and enable marketers to create suitable marketing messages that resonate with the target persona. While all marketing strategies should be planned as such, oftentimes it is difficult to find time to carefully analyze the details of prospective customers, resulting in a very rough segmentation by age and gender.
Emphasize Fine-Tuning Your Content Besides the Details of Advertising
A friend, who is an expert in media advertising, complained to me that some of his clients is slightly obsessed with fine-tuning the target reach and group daily. While he explains that it is important to create and air the ideal advertisement, over-adjusting the details may not be effective in that it may not surpass Facebook ads or Google ads. I agree with him that marketers should always begin with a clear strategy. They should segment their prospective customers into a different persona. Within the course of perfecting the advertising details, they should also strive to create high-quality advertising and marketing content to market more effectively.