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For travel brands navigating an uneven post-pandemic recovery, finding the right formula to meet the needs of fluctuating segments of travelers can seem like trying to hit a fast-moving target. Some travelers are using their unspent travel dollars from 2020 to plan their bucket list trips, and they expect to book all components of their dream vacations in one convenient place. Other travelers are more cost-conscious and are looking for the deep discounts they saw advertised during the pandemic. Business travelers aren't back in full force just yet, but they bring their own expectations for loyalty and a certain level of travel experience.
These are far from the only consumer segments travel companies are trying to serve during the recovery, but even this small cross-section seems to have competing priorities. How can a travel brand develop loyalty and booking strategies to meet all of its different needs at once?
To begin with, they should focus on three core priorities: value, options, and loyalty. Price may not be the primary consideration for some traveler segments, but every traveler can appreciate value. Providing a wide array of relevant options helps keep customers and loyalty program members spending within the travel brand's ecosystem, rather than venturing out to third-party booking sites or direct booking with other travel providers. And in an industry where loyalty can – and often does – have a real impact on the consumer's purchasing process, travel brands need to build up their loyalty capabilities to feature the options, value, and experiences travelers want.
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