The Grand Wanderluster Checks In Published-Feb 24, 2015
With traditional demographic approaches to travel audience segmentation losing relevance in an online world, a report launched today by Collinson Latitude has unveiled a new approach and breed of traveler: The Grand Wanderluster.

A product of the digital boom, members of The Grand Wanderluster generation are defined not by their age or gender but by their behaviors, characteristics and interests. On average they fly or stay in hotels two to three times a year, like to book travel online and are more often than not swayed by reward programs on offer when choosing where to buy travel.

However, though united in their high expectations of reward programs and their desire to travel, the report – which surveyed over 4,000 worldwide consumers – found no single thread connecting the needs, wants and expectations of The Grand Wanderluster generation.
  • Offering choice: 41% prefer to receive products and services from a travel brand’s own range and 82% of travelers want to choose which categories of rewards they receive
  • Improving communication: While 15% believe they do not hear from their travel reward programs at all, three quarters (77%) said they would like more input in shaping their own reward program experience
  • Delivering multi-channel: The majority (51%) of consumers want to redeem their rewards online, a fifth (20%) via a mobile device, while a tenth (13%) still prefer to redeem in-store

The report identified six Grand Wanderluster personas, aimed at helping travel brands group the needs and expectations of their customer base:

The Aspirational – the reinvented frequent flyer
  • Characteristics: As reinvented frequent flyers, their revenue potential is high; they care about points and want quick/easy online redemption methods
  • What to offer them: They hate being bombarded with irrelevant rewards, so use data to find out their hobbies/interests and present them with reward options that fit their lifestyle

The Balancers – the work-life jugglers
  • Characteristics: As work-life jugglers, they want to get the most for their money, and will likely spend more – on higher value rewards - if these are tailored to their needs 
  • What to offer them: They want to hear from you more, online, with a variety of non-travel related rewards that will help them get the best value

The Nesters – the family orientated
  • Characteristics: They put family first, so appreciate rewards that will enhance the family environment
  • What to offer them: They said they don't hear from you often enough, so increase communication. Offer online redemption and rewards that will improve the regular family holiday

The Safe guarders – the high earners
  • Characteristics: They have a larger disposable income than most and prefer to communicate directly with brands; by phone or face-to-face
  • What to offer them: Offer rewards that match the diversity of activities they enjoy and reach out to them through traditional methods – they want to hear from you

The On-demanders – the career orientated
  • Characteristics: These career-orientated smartphone fanatics need instant gratification and quick/easily accessible reward and redemption options
  • What to offer them: They aren’t willing to wait, so make your reward program device-friendly and let them choose their own reward categories, including luxury offers from premium brands

The Individualists – the free-thinkers
  • Characteristics: Brands rarely target them, so they are skeptical and disinterested in rewards
  • What to offer them: Start up regular communication, give them more ways to earn and redeem – once they are on-board they will be a valuable and active member of your rewards program

“The current accessibility and mass availability of travel means that traditional demographic based approaches to audience segmentation are a thing of the past,” said James Berry, e-Commerce director at Collinson Latitude. “Travel brands need to reinvent how they engage with the Grand Wanderluster generation or risk losing them to the competition.”
Berry concluded: “Travel brands need to identify the needs and wants of each persona inside their customer base and start offering rewards - through the right channels – that will keep their travelers brand loyal.”

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