With consumers placing a heightened focus on travel experiences, Sumit Prakesh, Collinson’s Country Director for India and South Asia, shared insights on how businesses in India can leverage the return of travel to engage and build stronger relationships with their most valued customers in a recent conversation with ET Edge Insights.
Highlights include:
Collinson’s latest 2023 Asia Pacific consumer insights report – The New Rules of Engagement: Customer Expectations Revealed found strong and positive correlation between travel and customer engagement and loyalty.
Frequent travellers are more likely to be influenced by customer engagement and loyalty programmes as compared to non-frequent travellers. In addition, while most consumers cite rational rewards such as points or cashback as preferred ways to engage with them, experiential benefits are becoming increasingly significant – especially for frequent travellers and younger demographics like Gen Z.
This growing focus on experiences brings new opportunities for brands to engage and deepen their relationships with the modern-day consumer – the new C-suite for this era. The return of travel gives brands a timely opportunity to enhance customer experiences, such as access to airport lounges, upgraded seats and direct flights.
The growing focus on experiences coupled with the return of travel opens new opportunities for brands. By incorporating travel related rewards and benefits into their customer engagement activities, businesses can better engage and deepen their relationships with the modern-day consumer.
