What makes a customer change?

Experts say that our customers are constantly changing. I suppose it is true, as customers are people and people change. But why? What makes customers change? Here are a few reasons for change:

Technology

Like we have different generations (Baby Boomers, Generation X and Y and more) we also have different technologies that the generations are comfortable with. Some parts of certain generations adapt, others not. They say generation Y is the Twitter generation. Boy, would I like to see my mother Tweet! It’s two different generations growing up with different technological habits. For many of our parents television was a luxury. Today we stay up to date with news via Twitter. It’s quicker, allowing for a faster pace and more knowledge on a wider variety of subjects, which means our customers want faster service and are more educated than ever with a pace that increases daily.

Life stages

Loyal customers, those people who return time and again, also change. We need to be sure to change with them in order to keep them loyal. A teenager who came to drink a milkshake at your restaurant close to the university will become a student who would like to enjoy a beer at the same spot a few years from now. It’s about getting to know your customers and giving them special attention. The guy who attended a party at your establishment yesterday might bring his wife and children to your restaurant a year from now. It’s about remembering.

Social Responsibility

Customers are becoming increasingly aware of the importance of social responsibility. If they can be part of your initiatives toward having an impact on your community, they might support you even more.

Green considerations

More and more travellers prefer to stay at hotels and guesthouses that take their environmental responsibility seriously. Do you?

Environmental Responsibility

Environmental Responsibility

Previous experiences and expectations

People experience things and then set a certain standard with which they are comfortable. They also hear about places and attractions from friends, which creates a certain expectation. Be sure to live up to that!

Increased health requirements

There has been a tremendous increase in food related illnesses and allergies. We need to be aware of these things and cater for them too.

Economy changes

This one I don’t even have to mention, because we all know what it takes to keep afloat in trying times. Our customers feel the same. We need to be willing to amend and change with them to show them that we care and we understand. We need to learn to put our customers first – even when it comes to financial stability. They are the ones who will keep your business alive if they feel that they matter.

Travelling Mystery Guest offers workshops on customer service, the customer’s journey and more. For bookings, contact Renate de Villiers on enquire@travellingmystery.co.za / 079 110 5674.

Tips from experts in the travel market

And so the first month of 2014 is already behind us and February is well under way. Many experts have had a look at the travel market‘s stats from last year and here is what they were able to identify:

  • According to a survey done by American Express Travel, one of the most popular reasons for travelling is arts and crafts.
  • This is the year for up-selling. With the weakening of the Rand, international travel to South Africa has become even cheaper. Broaden your horizons and up-sell in international countries rather than domestic.
  • According to the ITB World Travel Trends Report 2013/2014 there has been a tremendous growth in international travel in Asia, the Middle East and Latin America. If you want to start marketing internationally, I suggest you target these countries first.
  • Leisure travel is outgrowing business travel according to the ITB World Travel Trends Report.
  • The ITB World Travel Trends Report says that city holidays and holiday tours have been the main driving factors in tourism growth worldwide for the last four years.
  • 2013 was finally the year for mobile according to SocialMedia Today. We can expect an increase in enquiry and booking traffic from smartphones and tablets alike.
  • A study done by Expedia Media Solutions have shown that travellers visit at least 38 websites on average before they purchase an online travel package2014’s challenge will therefore be to keep websites updated, easy to navigate and with all the information a guest might need.
  • With TripAdvisor now offering meta-search capabilitieshotels will need to have a look at this additional distribution outlet in 2014.
  • Social media has an increasing influence in the search and planning stages of travel. Keep an eye on visual search sites like Instagram and Pinterest this year.
  • There’s a definite growing importance of Google+. Don’t miss out on this one in 2014.
  • Keep a lookout for Millennials (18 – 30-year olds). According to Chris Fair, Resonance Consultancy President, this is a much more ethnically diverse group, making them more interested in international travel. Other characteristics include their interest in urban rather than resort destinations, their likeliness to travel  in pursuit of a favourite interest or activity and the likelihood that they would rather travel with friends in organized groups.
  • The use of social media with widespread sharing of holiday photos has fostered a new trend. Travellers now want unique experiences which they can share with friends and family via social media ports.
Creative Travel - Interacting with locals

Creative Travel – Interacting with locals

  • There’s also been growth in creative tourism as Chris Fair calls it. This speaks of travel that provides a connection with those who reside in the destination. Travellers want to interact with locals.
  • Another travel trend to keep in mind in 2014 is the growth in multigenerational travel. The older the baby boomers get, the more family travel they do and most of these travels are planned around milestone events. These travellers are all about trading memories, convenience and value. Another challenge for destinations this year is to be able to cater for both 6 and 66-year olds.