Ritz-Carlton, Four Seasons, and W Hotels lead in preferred business travel accommodations
October 01, 2014 08:00 AM Eastern Daylight Time
NEW YORK — (BUSINESS WIRE) — Resonate, the only company that empowers brand marketers to act on why people make decisions, today revealed key motivations and values of business travelers. The hospitality industry must speak to financial stability, health & fitness, and affluence to both acquire and retain the projected 22.3M business travelers in the U.S. who make purchases based on these values and motivations.
“These consumer insights allow hospitality brands to better understand and engage their business travel customers”
When surveyed, business travelers reported financial stability and learning & knowledge as the most important influencers in their purchase process. Forty three percent considered gym memberships a necessity and 34% were currently on a diet. The Ritz-Carlton, Four Seasons, and W Hotels topped the list of appropriate and preferential business travel accommodations.
“These consumer insights allow hospitality brands to better understand and engage their business travel customers,” said Bryan Gernert, Resonate CEO. “Appealing to the motivations of business travelers not only provides a better experience for the travelers themselves, but ensures more strategic, more repeatable, and more profitable ROI tactics for travel brands, especially airlines and hotels.”
Business travelers are also more likely to be early adopters of apps, downloading them from companies to optimize such priorities as banking and weight loss tracking. Hobbies and interests like golfing and spas also reflect their affluent nature.
The Resonate platform encompasses over 4,500 demographic, psychographic, motivational, behavioral and appended attributes that are available for audience segmentation and real-time analysis. Travel-specific attributes include international vs. domestic travel, airline and hotel brand names, travel program enrollment and participation, timeframe of travel, preferred amenities, passenger and travel experience feedback, reasons for travelling, modes of purchase, and more.
To learn more about business travelers and their motivations, please visit: http://blog.resonateinsights.com/infographic-3-things-the-travel-industry-needs-to-know-about-their-business-clientele
Resonate is the only company to empower brand, political and cause marketers to identify and engage with audiences based on the reasons behind people’s actions. Combining the latest big data technologies with proven research and analytic techniques, Resonate powers motivations-based targeting and analytics across all digital media channels. The ability to deliver advertising based on an individual’s social and personal values and product purchase preferences, goes beyond simple demographics to achieve greater engagement, campaign results and customer insight. For more information visit http://www.resonateinsights.com.
Brett Spiegel, 212-205-2154