Acxiom Study Offers Insights into Leisure Travelers Who Still Spend Freely Despite a Down Economy
19 November 2009 - 6:43AM
Business Wire
Leisure travelers who spend on extras beyond meals and basic
shopping hold great potential for travel marketers, who can gain
insights into these consumers through a new study released today by
Acxiom® Corporation (Nasdaq: ACXM).
Findings from Acxiom’s PersonicX® Consumer Dynamics Report can
help marketers target travelers most likely to be interested in
add-on activities such as tours, shows and sporting events.
“A traveler who will spend extra money above the base cost of a
trip is the holy grail consumer for travel marketers,” says Steve
Brown, Acxiom travel industry executive. “By having the ability to
identify these specific travelers, travel marketers can target the
most profitable consumers to maximize their revenue per available
room.”
Among the insights from the proprietary study:
- The two higher-spending groups
have much in common in how they travel and how they spend their
leisure time. As a result, destination marketers can use similar
marketing strategy and messaging rather than taking separate
approaches that increase their costs.
- Only one in 20 travelers is
likely to spend over $100 per day on entertainment, with an
additional one in 10 likely to spend $51-100.
The spending data came from an open-ended survey by D.K.
Shifflet & Associates that explored entertainment and
recreation spending excluding travel expenses, food, drinks and
shopping.
Ranking PersonicX® Classic clusters within each group recognized
travelers most likely to spend at each level. This unique
segmentation creates a basis for exploring demographic and other
factors that offer insight into travel behavior as well as overall
leisure time and entertainment preferences.
“In the face of a struggling economy, it’s more important than
ever for travel marketers to understand consumers and identify the
groups that have the highest propensity to spend on additional
amenities and entertainment at their destinations,” says Louis
Rolleigh, Acxiom’s senior manager for analytic, geospatial and
segmentation products. “In this study, Acxiom introduces critical
insights into travel consumers and examples of how this information
can be applied to improve marketing efficiency.”
Titled “The Dime and the Time,” Acxiom’s study is powered by
Acxiom PersonicX, which provides precise and actionable
household-level segmentation with a life stage framework. This
framework can be linked to consumer research and visualization
tools, providing the detail and insights necessary for
sophisticated consumer analysis. Based on historical improvement
rates, PersonicX can deliver increased marketing ROI of up to 20
percent. For more information, visit www.acxiom.com.
About Acxiom
A global leader in interactive marketing services and
infrastructure management, Acxiom connects clients with their
customers through deep consumer insight, powering effective and
profitable marketing initiatives and business decisions. Our
consultative approach spans multiple industries and incorporates
decades of experience in consumer data and analytics, information
technology, data integration and consulting solutions for effective
marketing across digital, Internet, email, mobile and direct mail
channels. Our secure, high-performance technology services deliver
consistent value and reliability. Founded in 1969, Acxiom is
headquartered in Little Rock, Ark., and serves clients around the
world from locations in the United States, Europe, Middle East and
Asia-Pacific. For more information about Acxiom, visit
www.acxiom.com.
Acxiom and PersonicX are registered trademarks of Acxiom
Corporation.
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