Travel magazines have been read, travel agents visited and travel websites browsed – the process of research and booking the annual summer holiday is in full swing. And once the trip itself is booked attention turns to other aspects of the holiday such as travel insurance and travel money. In fact, our infographic shows that 75% of travel money transactions happen between April and September.
No doubt you have reviewed your 2016 business performance, developed a plan for 2017 and set a budget with the goal of delivering a percentage improvement on last year. Within your marketing plan you have most probably planned similar incentives and campaigns to draw and attract customers. But has your understanding of your customers shopping behaviours improved since last year?
Our travel money survey results shows that you might not know your customer as well as you think you do.
For example: travel agents on average convert less than 30% of holiday makers to buy their travel money from them.
6 questions to consider as you gear up for the peak buying season:
- Why is it many travel agents struggle to convert holiday buyers to purchase other travel products?
- Why don’t consumers consider buying foreign currency and travel insurance from the same people who sold them their holiday?
- For those that buy travel insurance independently online do they consciously buy a policy that matches the needs of the holiday they have booked?
- How well do you communicate with your customer as their departure date draws nearer?
- How can you tailor your products and services to your customer’s holiday needs?
- How well do you understand your customers and their shopping habits during the peak buying season?
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