DDM - Travel

How Cruise Marketers can better identify high-potential audiences

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use case U.S. INFORMATION SOLUTIONS How Cruise Marketers Can Better Identify High-Potential Audiences Leverage Consumer Spending Capacity to Help Improve Prospecting and Upsell Cruise marketers realize that it is not always effective to market solely to their current customer base or broad Baby Boomer target markets. While many cruise marketers have utilized basic life-stage segmentation systems and standard household income measures to help segment their target marketing groups, they still often have difficulty identifying new, high-potential prospects. Cruise marketers can work with IXI Services to enhance their customer and prospect databases with estimated spending measures both to better identify younger non- cruisers likely to have the spending capacity to afford a cruise, as well as focus on a sub-segment of high-income existing cruisers that may have the discretionary funds to afford premium upgrades. Challenge: Identify high-potential prospects and customers for marketing campaigns promoting a cruise line and its premium upgrades Cruise lines have been around since the 1960s, so one might think that they have their prospecting and upsell efforts down to a science by now. However, with the ever-expanding variety of leisure travel options, from adventure travel to all-inclusive resorts, travelers today have more choices than ever. In addition, cruisers have an overwhelming number of options, from ship types to special-interest cruises, on-board activities, excursions, accommodations, and more. Cruise marketers may want to take a fresh look at their marketing strategies. Two timely goals are: ■ ■ Expand marketing efforts to first-time cruisers beyond the usual Baby Boomer target audience ■ ■ Fine-tune the target audience for campaigns promoting premium upgrades Many cruise lines utilize a standard life-stage segmentation system and household income levels to help segment their audience and decide which prospects and customers will receive various offers. However, cruise marketers have likely discovered that this type of existing system may not be sophisticated enough to differentiate among high-potential households, resulting in lower-than-desired response rates. CHALLENGE To remain competitive, cruise lines often need to identify new audiences for marketing programs beyond their traditional Baby Boomer target audience as well as increase the efficiency of upsell campaigns for upper-tier staterooms and other high-value upgrades. RESPONSE Cruise marketers can use a life-stage / income segmentation system with consumer spending measures to help better identify prospective and existing cruisers that are more likely to have the discretionary funds to take a cruise or afford a premium cabin. OUTCOME Marketing campaign effectiveness can be improved by identifying high-potential Gen X or Millennial households as a new source of guests and by matching expensive upgrades to existing cruisers based on their likely ability to afford them.

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