New data from Euromonitor International shows the ever shifting nature of consumer profiles, detailing eight personality types that influence the motivations behind the purchases customers make.
The data offers insight and asks questions around how consumers will be swayed into certain purchase decisions taking into account their affinity towards social media, value for money, new experiences, low prices, and more.
So what are these consumer profiles and how can your hotel target them effectively? Let’s look at each of them in detail.
1. The Secure Traditionalist
Snapshot
- 20% of global consumers
- 53% male
- Average age: 41 years-old
- Household income: US$34,594
Secure Traditionalists actively avoid shopping and are very set in their ways. They are unlikely to seek strong branded or premium products and prefer to save rather than spend. They are difficult to influence since they rarely make impulse buys and still conduct the majority of their research and purchases in-store, rarely being affected by changing trends.
Top three motivators
- Value for money (63%)
- Low prices (52%)
- Trying new products or services (44%)
Top three influences
- Recommendations from friends and family (45%)
- Independent reviews (32%)
- Traditional marketing (24%)
How to target the Secure Traditionalist
Due to their low brand loyalty and strong focus on price, this could potentially be a key audience for new hotel brands, as long as they are competitively priced.
2. The Empowered Activist
Snapshot
- 17% of global consumers
- 55% female
- Average age: 40 years-old
- Household income: US$38,842
Empowered Activists are concerned with global issues, valuing quality and durable products to reduce their footprint. Empowered Activists are high users of both in-store and online platforms, placing a lot of importance on quality products that have an eco-conscious or sustainable outlook. Social media and traditional channels can be powerful influences.
Top three motivators
- Trying new products and services (81%)
- Value for money (72%)
- Low prices (51%)
Top three influences
- Recommendations from friends and family (70%)
- Independent reviews (55%)
- Social media (42%)
How to target Empowered Activists
The more sustainable practices you implement at your hotel, the more likely it is you’ll capture this market. Thankfully, there are plenty of examples to follow.
