Consumer frustrations with travel marketing: Gen Z want more tailored offers
A quarter (25%) of consumers would be more loyal to a travel provider who understands their needs, with brands missing out on opportunities to drive revenue and customer loyalty with their marketing, particularly with Gen Z, according to new research.
Key findings of the study include:
25% of consumers would be more loyal to a travel provider who showed they understand their needs through marketing, such as receiving offers for a season in which they never go away or for a type of holiday they've never booked
One in four bookers would prefer to see fewer travel options that are more relevant to them, rather than a long list of the latest generic offers
In addition, the research revealed that current travel marketing tactics fail to meet the needs Generation Z shoppers:
Gen Z are annoyed by retargeting ads for holidays they already booked (32%), irrelevant offers (31%) and expired offers (26%) shared by travel brands.
