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A ‘dating agency’ service for the tourism industry has been launched by travel market research specialists Consumerdata and Arkenford. Travel X-Ray brings ‘suitor’ attractions, agents, destinations, tour operators and hotels together with potential consumer traveller ‘mates’ based on more than 300 behavioural, attitudinal and demographic traits, supported by a one million-strong email, post and text-able database of active UK travellers.
The tool is the result of two years joint development by travel market research specialists Consumerdata (customer satisfaction) and Arkenford (market modelling), who estimate that around 20% of the typical leisure operator’s tourism marketing budget is ‘wasted’ annually on poorly-targeted communications to unresponsive consumers.
Explains Travel X-Ray managing director Adrian Lawes, “Based on insights gathered from 9 million UK households, Travel X-Ray effectively acts as a tourism ‘dating agency’ by identifying the most suitable buyer segments for a supplier to target, locating such individuals, and facilitating relationships with them. The profiling highlights the profitable markets you already have, but as importantly what you could, and should, have.
“For known compatible segments we can effect introductions between, say a heritage destination, and thousands of individuals who have confirmed heritage as a travel interest. Just a few of the 300+ variables are fishing, walking, spas, shopping, wildlife, theatre, watersports, caravanning and bowls, plus Travel X-Ray intelligence related to media outlets covers 200 titles. Also listed are more than 20 types of charity interest, over a dozen internet usage categories, and 25 kinds of outdoor activity. For operators wanting to target a non-listed characteristic, Travel X-Ray can undertake bespoke research.
Consumer traveller ‘courtship’ has long been a hit and miss affair for marketers but for the first time it is possible to reduce rejections by ensuring that every prospective partner is made to feel like ‘the one’!”.
Tatiana is the news co-ordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
