Acxiom Announces National Research Findings on Travel Habits and Preferences for Baby Boomers, Generation X and Millennials
12 September 2017 - 2:30PM
Business Wire
Report Provides Marketers Actionable
Intelligence to Tailor Omnichannel Approaches to Valuable Travel
Audiences
Acxiom® (Nasdaq: ACXM), the data foundation for the world's
best marketers, today released a new study, “Expectations vs.
Experience,” which examines three generations of today’s most
influential travelers—Baby Boomers, Generation X and Millennials—to
help marketers better understand each audience’s preferences on
everything from booking methods and airlines to hotels and
cruising.
As the travel marketplace continues its transformation—with more
options than ever before to plan and book for both business and
leisure travel—Acxiom identifies key trends and opportunities to
improve the measurable efficiency and effectiveness of travel
industry brands’ marketing campaigns. The study outlines the unique
motivations and behaviors for each generation to help travel
providers adapt to the rapidly changing tastes and expectations of
the traveling population. While travelers have countless options,
Acxiom delineates the equally numerous ways for suppliers to stand
out and deliver a truly satisfying customer experience.
“Business and leisure travelers are more informed and savvy than
ever and have countless options at their disposal,” said Drew May,
group vice president of Acxiom’s Consumer Sales and Client Services
Division. “Consumers have varying expectations of travel providers
at every step of their experience, making it critically important
for brands to have access to advanced data and identity solutions
to drive their people-based marketing strategies. At Acxiom, we
team with our clients and partners to better personalize their
communication to target each unique audience.”
The “Expectations vs. Experience” study illustrates the
challenge suppliers and marketers face in harnessing the power of
personalization and choice for consumers who require online and
offline options and expect offers to be tailored to their
preferences. It can be tricky for established brands that rely on
legacy technologies and have limited budgets to adapt their
approach in order to optimize the digital guest experience. More
recent market entrants—many of them tech-forward companies like
online travel agencies, start-ups and alternative accommodation
sites—are quicker to evolve and stay competitive but may not have
immediate cache or consumer trust.
“Ethical cross-channel integration is incredibly important, with
consumers planning and purchasing travel across mobile, desktop and
offline devices,” said May. “We found that three in five consumers
would like travel companies to remember their preferences and offer
personal recommendations; this report will help marketers gain deep
insight and actionable intelligence into who is using which channel
and for what purpose to further customize their approach.”
Acxiom’s best-in-class ethical data use methodology is designed
to ensure client adherence to data protection rules in omnichannel
personalization. By providing partners with important background on
data privacy laws and regulations as well as audience acceptance of
targeted marketing, Acxiom helps clients navigate the depth and
breadth of data that can be used. The company also provides an
easy, centralized approach for using identity resolution to unify,
enhance and activate data.
The study is available here for download.
About Acxiom
Acxiom provides the data foundation for the world's best
marketers. We enable people-based marketing everywhere through a
simple, open approach to connecting systems and data that drives
seamless customer experiences and higher ROI. A leader in identity
and ethical data use for more than 48 years, Acxiom helps
thousands of clients and partners around the globe work together to
create a world where all marketing is relevant. Acxiom is a
registered trademark of Acxiom Corporation. For more information,
visit Acxiom.com.
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Havas Formula for AcxiomAlison Flood,
619-234-0345acxiom@havasformula.com
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