One-third of women shop for travel at least twice a year, and 80% of them make purchases online but when it comes to travel brands, only 12% of women say Priceline markets its products and services effectively to them, and only 9% believes Orbitz does. Do these findings surprise you?
These are among the findings from a research conducted by Insights in Marketing LLC and their i-on-Women team, surveying over 1,200 women and 200 men to find out more about how women approach their travel decisions and how brands perform in their perceived understanding of women’s needs.
Other key findings include:
- Only 23% of women are extremely satisfied with the products/services in the travel category;
- Women’s influence on the household is strong, with 97% having complete or some influence on the purchase decision of travel;
- When shopping for travel, top things women consider are: Price (48%), meets a specific need (31%), promotion (29%) and quality (28%).
“People now understand that women control more than $7 trillion in domestic spending and control purchase decisions for 85% across most major categories. Yet, only 9% of women feel as though marketers are effectively marketing to them,” says Tinesha Craig, division director of i-on-Women.
As reported by CNN Business Traveller earlier this year, some hotels are paying attention, catering for more female business travelers, for example. But among travel and hospitality brands, good examples seem to be far and few in between.
5 BEHAVIORAL PROFILES
The folks at Insights in Marketing developed their own model to better understand how most American women behave with regards to brands, what they expect and what makes them tick. Here’s a snapshot of the five women profiles:
Profile 1 (26% of women)
She is driven and focused on being successful in whatever she does. These are the women who want to “have it all.” Whether she is a leader of a Fortune 500 company, or the CEO of her family she is determined to accomplish her goals.
She’s often torn between her work life and home life. But, with a laser-sharp focus, she never loses sight of her goals, knowing that with enough tenacity she’ll win.
Profile 2 (21% of women)
She is a happy traditionalist who is conservative and risk avoidant. You’re most likely to find her at home with friends and family. She is the quintessential nurturer who takes care of herself by caring for others, whether it’s emotionally or physically.
She prefers to be behind-the-scenes rather than center stage and is guided by a strong belief system, structure and routines.
Profile 3 (20% of women)
She is deliberate and highly curious about why people do what they do. Routine is the backbone to her life, and she gets comfort from knowing what’s going to happen next. She is happiest when things are going according to plan, but life and the unpredictable world around her make her feel off balance.
She can handle a few curveballs, but struggles when too many come her way. If there are rules she will follow them because rules define guidelines and expectations.
Profile 4 (17% of women)
Self-reliant and struggling to maintain control of things around her, she feels that she is the only one who can solve her problems. She’s keenly aware of the setbacks and of disappointments that have befallen her, driving her to surround herself with an emotional fortress.
Despite her seeming independence, she needs reinforcement and positive feedback from others.
Profile 5 (16% of women)
Driven by an unquenchable curiosity, she is a bubbly, social butterfly who is open to anything. She doesn’t climb a mountain or try the newest restaurant just for bragging rights rather she does it just to satisfy her own curiosity.
Fearless and unreserved, she is resistant to anything boring or repetitive. She believes that people should seek out and pursue what makes them happy. She wants everyone to fully experience all that life has to offer so she goes out of her way to be inviting, inclusive and generous.
Ladies, do you recognize yourself in any of these five profiles?
Marketers, do you feel your travel marketing delivers well on addressing key groups expectations, needs and wants?