Booking Your Brand in Each Traveler’s Story
By Emma Eyman
Industry Spotlight Series: Travel & Tourism
If we all had a nickel for every time we listened to someone drop the “well, they do it this way in [insert dreamy destination here]” line, or scrolled past a new post about Aperol Spritzes in Italy (which felt like the theme of everyone’s summer, and I’m absolutely here for it), then well… we could probably all book our trips tomorrow. Sure, your friend’s sudden transformation into a master sommelier after a week in Paris is eyeball-rolling, but it’s also their way of showing excitement from their latest adventure. The escape from reality. The inspiration. The story.
Travelers’ experiences are built on the moments that captivate them, whether exploring a new culture, discovering hidden gems, or simply finding exhilaration in booking that perfect holiday. And with the destination or experience itself a key part of the narrative, influencing emotions that can spark loyalty in the storyteller and their listeners, the brands involved are also set up to leave lasting impressions.
The love of travel and the purpose of insights are rooted in the same thing―a genuine curiosity to understand people, places, and knowledge beyond our own. At W5, we harness that curiosity to dive deeper into the minds of travelers, uncovering insights that help brands refine their offerings, craft compelling marketing strategies, and ultimately, deliver unforgettable journeys.
Here’s a look into four case studies that let our clients enhance the stories they continue to write with their visitors…
CASE STUDY #1: Improving Guest Experience and Repeat Visitation
Challenge: How can targeted promotional strategies and competitive pricing be optimized to attract new visitors while encouraging repeat visitation at a new entertainment location?
Methodology: In-Person Ethnography (“Explore-Along” Intercepts)
Results:
Identified guest pain points and moments of delight, helping to enhance the overall visitor experience
Provided actionable insights to improve the interactive nature of exhibits, increasing visitor engagement
Recommended competitive pricing strategies and promotional tactics that successfully boosted awareness and visitation rates
CASE STUDY #2: Optimizing & Understanding Online Booking
Challenge: How can understanding the path-to-purchase and emotional drivers in online travel booking empower internal teams to optimize campaigns and boost satisfaction?
Methodology: Digital Discussion Boards
Results:
Mapped the emotional journey and key pain points of consumers during the online travel booking process.
Identified unmet needs and areas for improvement in the user experience, helping refine marketing and advertising strategies.
Facilitated a collaborative workshop to ensure internal teams applied research insights effectively across departments.
CASE STUDY #3: Cruise into Growth through Segmentation
Challenge: How can a comprehensive market segmentation reveal high-potential consumer groups and inform targeted marketing and guest experience strategies for a cruise line?
Methodology: Stakeholder Interviews + Survey Design Workshop + Market Segmentation
Results:
Developed a segmentation that identified two key opportunity segments for targeted activation
Provided a deep understanding of travel, entertainment, and spending preferences for past and prospective cruisers
Delivered actionable recommendations for brand differentiation and enhanced guest experience offerings, tailored to segment-specific needs
CASE STUDY #4: Modernizing Destination Brand Tracking
Challenge: How can modernizing an existing brand tracker reveal the effectiveness of multi-channel advertising and inform budget allocation for destination marketing?
Methodology: Online brand tracking survey
Results:
Modernized an advertising tracker to capture more relevant insights from traveler and general population audiences across four countries
Assessed recall and impact of the client’s multi-channel advertising campaign, driving better-informed marketing strategies
Provided ROI modeling to show the direct influence of advertising on brand awareness and consideration, guiding future investment
Understanding the intricacies of the travel and tourism sector is essential for delivering exceptional experiences. By embracing insights-driven strategies, businesses can navigate challenges and capitalize on opportunities in this ever-evolving landscape. Remember, when it comes to travel, knowledge is the ultimate boarding pass!
Ready to take off and discover what truly drives your clients? Contact Emma Eyman, Client Relations Consultant, to explore how we can help you navigate the travel & tourism landscape with confidence.
Since I mentioned Italy and the summer of Spritzes… here’s a snap from our first stop off the train to Varenna with my husband and my parents in March 2023.
Whatever your reason, wherever your destination, whoever your companions, get out and see the world, y’all. It can be pretty great.