Mind the Gap: Persado Study Highlights Missed Opportunities for Travel Marketers
Persado, the Motivation Artificial Intelligence (AI) company that generates personalized communications at scale, today published a study about modern-day consumer travel habits, identifying how often consumers are traveling, what's motivating them to book trips, and the considerations they make when doing so. According to the study, consumer debt impacts travel plans - 34% of consumers limit their travel frequency due to debt and 25% go for less expensive trips - yet people are still prioritizing travel. In fact, 75% are planning to take the same or more vacations in 2023 than they did in 2022.
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The 2023 Persado Consumer Travel survey asked consumers about the factors that motivated their choice of destination for their most recent trip. The study found that social influencers, email promotions, and sponsored social media posts, collectively influence only 19% of consumers' destination decisions-underscoring the opportunities for marketers to better understand consumer motivations. (Graphic: Business Wire)
The 023 Persado Consumer Travel Study report is available today. The report summarizes findings from a survey of 600 U.S.-based adults aged 18-56, administered in late March by data and analysis firm Momentive, and reveals that while people are still booking travel, motivating them to make travel decisions through digital marketing is challenging.
Key findings include:
"Most travel and hospitality brands invest significantly in personalizing their digital booking experience, yet neglect their checkout page, a critical component of the booking journey," explained Alex Olesen, VP of Vertical Strategy and Product Marketing at Persado. "There's a massive opportunity to enlist cutting-edge AI technology to understand customers' individual emotional drivers and create language that is proven to excite them to book and increase lifetime customer value."
Using Generative AI to Speak to Travelers and Increase Bookings
Persado is trusted by leading airlines, hotels and booking agencies to enhance connections with customers by generating emotion-aware marketing language that motivates action. Just released, Persado Dynamic Motivation uses a brand's automatically anonymized web session data, combined with Persado's vast knowledge base of enterprise marketing language and automated decisioning, to dynamically deliver the best words and phrases that motivate each customer to act. By leveraging Generative AI to create original, on-brand words and phrases and personalize the online booking journey, Persado Dynamic Motivation helps brands motivate guests to book their next adventure and upgrade-increasing revenue by 3-5%.
To read the full report and learn more about how Persado is helping travel brands reach their customers this season, visit https://bit.ly/2023-persado-travel-study.
Persado provides the only Motivation AI platform that generates personalized communications at scale, inspiring each individual to engage and act. Many of the world's largest brands, including Ally Bank, Dropbox, JPMorgan Chase, Marks & Spencer, and Verizon, rely on Persado to generate hyper-personalized communications. Persado's Generative AI for the enterprise is trained on more than 100 billion digital business language impressions across industries, enabling marketers to motivate customers and drive significant business value.
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