Travelers Expect Personalized Messaging, Study Finds

Most consumers are frustrated with the messaging they receive from travel marketers, according to a study from Redpoint Global, conducted by Dynata.

Of the prospective travelers surveyed, 67% dislike getting travel offers when they have no plans to travel. But only 24% of believe that travel companies consistently deliver messaging pre-trip, during and post-trip.

At the same time, 73% feel they need personalized, real-time messaging to feel safe and comfortable.

And 69% believe they will continue to demand a seamless pre-trip, during and post-trip personalization long after the pandemic is over.

While 60% of the respondents overall are not planning any trips this summer, 46% of vaccinated consumers plan to travel at least once during the summer, and 79% of the vaccinated consumers plan to eventually travel more or the same amount as they did pre-pandemic. 



As reported yesterday, Criteo found in a survey while 62% of consumers worldwide still fear the pandemic, 69% overall still plan to travel within the next six months.

“No sector of the market was hit as hard by the pandemic as travel and hospitality, and there is a big push to recoup the losses,” says Dale Renner, CEO and co-founder of Redpoint Global. 

But Renner adds that “the biggest thing for these brands to understand is that their guests have very different needs and wants from travel than they have in the past. Personalizing the end-to-end experience and offering as much assurance as possible on safety trumps cost for most of today’s travelers.”

Dynata surveyed more than 1,000 U.S. consumers.


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