Analysis: Jerry Mukkadan, Business Analyst in travel and transportation industry group at MindTree, on recognising and capturing the behavioural aspect of modern day tourists

Published: 20 Sep 2010

Analysis: Jerry Mukkadan, Business Analyst in travel and transportation industry group at MindTree, on recognising and capturing the behavioural aspect of modern day tourists

The world of auxiliary services is evolving to a dramatic extent and its significance to travel and hospitality industry is undoubtedly paramount. Travellers are becoming increasingly aware of the options that await them and this is leading to nothing short of a paradigm shift.

For many years, travel service providers have been concentrating on the exotic destinations that capture the imagination and interest of a tourist with all the remaining services being designed and sold as a package.

Today, however the travel landscape is experiencing a remarkable change with the decision of the destination itself being influenced by the various services that are available. The time when the service provider informed the consumer what was waiting for them at the destination will soon be history.

The consumer today demands value for money and the providers compete to meet them. With this twist in business, getting a Beetle from Avis or having a cozy room awaiting you at one of the Marriott properties may soon be considered yesteryear’s options when you book a travel ticket. We believe, these will become the primary factors for a tourist to choose that course of travel.

Today’s tourist could be classified into seven types ranging from explorers to mass based on their travelling nature. Some would like to discover the world whereas the others prefer to relax at a destination. The service providers have a suite of offers for the tourists including accommodation, transportation, shopping experience etc. Customisation is the key while packaging these for a tourist. While a tourist is consuming these services, it must be nothing short of an experience which is unique in itself.

Service providers must direct their efforts in analysing and using the patterns of consumption by the tourists. These can be based on the various attributes like geography, demography and cultural and social makeup of the target group. The results can be used to design a ‘one-of-its-kind’ deal for a customer. The inimitable experience thereby leads to creation of Brand Ambassadors who will in turn increase sales north for a service provider.

Turning a prospective consumer to a brand loyal customer is an effort which will be a significant investment for service providers. While it is recognised that advertising has a limited shelf life, if you can create a Brand Ambassador and sustain the interest then there is a lifelong advertisement with whom your Brand travels wherever the person goes.

In order to achieve the perfect marriage between the consumer and the services provided, there will need to be radical change in travel industry where, in future it will need to spend increasing efforts in recognising and capturing the behavioural aspect of modern day tourists.

(By Jerry Mukkadan, Business Analyst in travel and transportation industry group at MindTree)