Off I go then …
… That’s the ‘mantra’ of the spontaneous vacationer. In this light, IUBH has looked into the appropriate marketing measures for the wants and needs of the typical last minute traveller.
Impromptu travel is an ever-growing trend – one in five Germans has either booked a trip at short notice at least once, or would be open to doing so. It’s clear that last minute offers hold great promise for the German travel market. The IUBH University of Applied Sciences has therefore collaborated with air-ticket app Let’s Yalla to determine what’s most important to last minute flight bookers, and assess how tour operators can best address this target group. The results show clearly that the typical last minute vacationer is young and internet-savvy; as such, online marketing strategies should be the main focus.
Target group: young, spontaneous, plugged-in and price-conscious
According to the study, the average last minute customer is 28 years old – a so-called ‘digital native’. They spend much of their time online and draw from the social media presence of friends and family, as well as of ‘influencers’, for travel inspiration. In most cases, they book their flights online, either via internet travel agencies and flight portals (34%) or directly through the airline’s website (29%). Major European cities like London, Barcelona and Lisbon remain ever-popular as destinations. However, price is the crucial factor in deciding whether or not the target group will see any given booking through to completion, with the majority unwilling to spend more than €100 for round-trip flights. This price consciousness is based on the fact that the average traveller in the target group is a student and/or has a net income of less than €1,000 per month. Nevertheless, they remain enthusiastic about the idea of booking a trip at short notice.
Ideal marketing strategy: online and social – but with an offline point of contact
‘Considering the target group’s high affinity for the internet, last minute providers should focus their marketing efforts online,’ says Prof. Dr. med. Linda Schnorbus, Professor of Tourism at IUBH. Together with her students, she developed a marketing concept that concentrates on advertising via Facebook and YouTube, influencer-marketing, and even a social media raffle. ‘Advertising campaigns in public spaces – for example, on public transport – can also work even in the case of relatively unknown brands, in order to ensure a first point of contact with the provider offline,’ says Schnorbus.
The Tourism class presented the results of the study to Katharina Seehuber, founder and CEO of Let’s Yalla. In her words, ‘The study confirms our position as price leader in strategic terms – but we also have interesting suggestions for expanding our offering, such as the addition of new departure airports and trending destinations.’