While emotion-based marketing is a subject that has been thoroughly explored as it applies to consumer goods, automobiles and appliances, it has been left to scholars and researchers—especially in the area of proprietary research—to explore the subject in the area of travel and tourism.
Now, however, a new study by eDreams ODIGEO* has produced a report that details some areas of emotion-based marketing through a series of findings of easy-to-understand findings that might be both instructive and helpful to the marketer.
The research, part of a study called The Meaningful Journey, is based on an IPSOS survey of over 3,600 people across Spain, France, the United Kingdom, Germany, Italy, Portugal, and Sweden, and is combined with data from eDreams ODIGEO’s user experience laboratory.
Motivations and the reasons for travel: “In the world of travel, motivations explain why travelers decide to discover a new place as well as the way they feel before, during and after their trip experience,” the report says. Although each traveler is unique and motivations vary based on the type of trip taken – long holidays versus weekend breaks – eDreams ODIGEO has identified the key motivations affecting most trips which have been grouped into six major categories:
Pleasure-Seeking:Seek to maximize personal pleasure, fun and spontaneity. They want to feel alive and let themselves go, sometimes impulsively, without thinking about the consequences. Travelling means adventures, either as a couple or with friends.
Personal Connection:Travels to spend quality time with the family and feel that interpersonal ties are strengthened. Seeks to relax and escape from the daily routine. Always travels in family, with their partner and children.
Uniqueness:Travels to test themselves, break boundaries and live new adventures beyond their comfort zone, which allows them to feel unique. Travel allows them to feel socially recognized. They prefer exotic places that make them feel unique and to have a positive impact on their community. Travels alone or with friends, but rarely with their family.
Sense of Belonging:Want to feel part of a group. Travels to feel part of the destination, living like a local to experience the culture and everyday life. They let themselves go and prefer urban or rural destinations where they can interact with locals. Travelling alone or as a couple, but rarely with children.
Chill and Relax: Look to disconnect from their routine and get rid of stress. They need to feel safe at all times and look for comfort away from any obligations. They travel as a couple, especially to beach or wellness destinations.
Control and Discipline: They seek to disconnect from their routine… but with a new routine. They plan the trip in a very rational way, as a discipline that must be followed with rigor and order. Their goal is to feel totally safe, in control of the situation, trying not to show their emotional side.
Commenting on the study, Dana Dunne, CEO of eDreams ODIGEO, said “By conducting this research and improving our understanding of traveller motivations through Artificial Intelligence and User Experience, we can continue to hone and improve our offering to ensure we provide our customers with a truly personalised travel experience, and one that empowers them to see more of the world.”
* eDreams ODIGEO is a Spanish online travel company that was formed in 2011 as the successor of eDreams with the merger of online travel agencies eDreams and GO Voyages, and the acquisition of Opodo.