What do these shifting consumer profiles mean for your hotel?

  Posted in Sales + Marketing

hotel consumer profiles

New data from Euromonitor International shows the ever shifting nature of consumer profiles, detailing eight personality types that influence the motivations behind the purchases customers make.

The data offers insight and asks questions around how consumers will be swayed into certain purchase decisions taking into account their affinity towards social media, value for money, new experiences, low prices, and more.

So what are these consumer profiles and how can your hotel target them effectively? Let’s look at each of them in detail.

1. The Secure Traditionalist

Snapshot

  • 20% of global consumers
  • 53% male
  • Average age: 41 years-old
  • Household income: US$34,594

Secure Traditionalists actively avoid shopping and are very set in their ways. They are unlikely to seek strong branded or premium products and prefer to save rather than spend. They are difficult to influence since they rarely make impulse buys and still conduct the majority of their research and purchases in-store, rarely being affected by changing trends.

Top three motivators

  • Value for money (63%)
  • Low prices (52%)
  • Trying new products or services (44%)

Top three influences

  • Recommendations from friends and family (45%)
  • Independent reviews (32%)
  • Traditional marketing (24%)

How to target the Secure Traditionalist
Due to their low brand loyalty and strong focus on price, this could potentially be a key audience for new hotel brands, as long as they are competitively priced.

2. The Empowered Activist

Snapshot

  • 17% of global consumers
  • 55% female
  • Average age: 40 years-old
  • Household income: US$38,842

Empowered Activists are concerned with global issues, valuing quality and durable products to reduce their footprint. Empowered Activists are high users of both in-store and online platforms, placing a lot of importance on quality products that have an eco-conscious or sustainable outlook. Social media and traditional channels can be powerful influences.

Top three motivators

  • Trying new products and services (81%)
  • Value for money (72%)
  • Low prices (51%)

Top three influences

  • Recommendations from friends and family (70%)
  • Independent reviews (55%)
  • Social media (42%)

How to target Empowered Activists
The more sustainable practices you implement at your hotel, the more likely it is you’ll capture this market. Thankfully, there are plenty of examples to follow.

3. The Conservative Homebody

Snapshot

  • 16% of global consumers
  • 52% male
  • Average age: 37 years-old
  • Household income: US$41,230

Conservative Homebodies often focus on personal issues, such as home, family
and spirituality. They’re not very image conscious or particularly materialistic, and rarely make impulse purchases. They are most influenced by their friends and family.

Top three motivators

  • Value for money (58%)
  • Trying new products and services (57%)
  • Low prices (50%)

Top three influences

  • Recommendations from friends and family (49%)
  • Independent reviews (39%)
  • Traditional marketing (30%)
  • Social media (30%)

How to target Conservative Homebodies
Hotels that clearly showcase where Conservative Homebodies can save money while providing a unique and memorable experience are likely to ensure repeat purchases and customer loyalty.

4. The Inspired Adventurer

Snapshot

  • 13% of global consumers
  • 52% female
  • Average age: 38 years-old
  • Household income: US$36,779

Inspired Adventurers like to try new things and generally have big plans. Most anticipate an
increase in their spending and seem to slightly favour doing their product research online via tablet or computer, which may allow them to compare prices and reviews quickly. Traditional marketing is likely to be a strong influencer.

Top 3 motivators

  • Trying new products and services (58%)
  • Value for money (56%)
  • Low prices (50%)

Top 3 influences

  • Recommendations from friends and family (60%)
  • Independent reviews (46%)
  • Traditional marketing (35%)

How to target Inspired Adventurers
Companies that competitively price their offering may be able to entice Inspired Adventurers into switching loyalties as long as it contains the same main experiences as their usual purchases.

5. The Undaunted Striver

Snapshot

  • 13% of global consumers
  • 57% male
  • Average age: 37 years-old
  • Household income: US$54,618

Undaunted Strivers are highly tech-savvy and are interested in trying new things and often seek branded and premium goods, conducting the majority of their research and purchases online via computer or tablet. They are not very likely to worry too much about planning for the future. Instead, they are highly likely to prefer spending money rather than saving it and regularly make impulsive purchases.

Top three motivators

  • Trying new products and services (82%)
  • Value for money (59%)
  • Spending money (55%)

Top three influences

  • Recommendations from friends and family (72%)
  • Independent reviews (65%)
  • Social media (60%)

How to target Undaunted Strivers
Luxury and strong-branded hotels, as well as those who follow the latest trends are highly likely to resonate with the Undaunted Striver, especially if they have a strong social media presence. Creating a seamless and easy-to-use experience for Undaunted Strivers is likely to ensure customer loyalty and facilitate more of their impulse buying behaviour.

6. The Cautious Planner

Snapshot

  • 9% of global consumers
  • 54% female
  • Average age: 45 years-old
  • Household income: US$37,633

Cautious Planners are careful with their money and favour making purchases in-store and conducting research online via tablet and computer. Since the Cautious Planner carefully determines purchases in advance, the most likely time to influence their purchasing decisions is during the research stage.

Top three motivators

  • Trying new products and services (65%)
  • Value for money (64%)
  • Low prices (48%)

Top three influences

  • Recommendations from friends and family (55%)
  • Independent reviews (44%)
  • Traditional marketing (27%)

How to target cautious planners
Hoteliers should really take advantage of reaching the cautious planner during the research stage of their path to purchase.

7. The Balanced Optimist

Snapshot

  • 9% of global consumers
  • 60% female
  • Average age: 41 years-old
  • Household income: US$49,868

Balanced Optimists value quality and place importance on personal health and well-being. They are usually cautious with how they spend their money. However, they also place a lot of importance on their personal happiness. The Balanced Optimist is most likely to be influenced by traditional marketing channels such as loyalty rewards programmes and TV commercials.

Top three motivators

  • Value for money
  • Trying new products and services
  • Low prices

Top three influences

  • Recommendations from friends and family (70%)
  • Independent reviews (56%)
  • Social media (37%)

How to target Balanced Optimists
Due to their heavy interest in low prices, clear discounts and easy price comparison it’s important to make browsing and purchasing as convenient and hassle-free as possible, removing any possible friction.

8. The Impulsive Spender

Snapshot

  • 5% of global consumers
  • 54% female
  • Average age: 38 years-old
  • Household income: US$34,420

Impulsive Spenders are eager to treat themselves and prefer to live in the present, rather than focus on the future. The generally keep up with the latest trends and are highly influenced by social media.

Top three motivators

  • Trying new products and services (82%)
  • Value for money (78%)
  • Strong brands (59%)

Top three influences

  • Recommendations from friends and family (76%)
  • Independent reviews (61%)
  • Social media (54%)

How to target Impulsive Spenders
To ensure that brands are making the most of the Impulsive Spenders spontaneous purchasing behaviour, they need to make sure that mobile, online and physical platforms are easy and quick to use since Impulsive Spenders do not enjoy the shopping process.

 

 

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