Collette: Understanding Consumer Mindsets
Challenge: Collette Vacations caters to many different travel audiences, including affinity organizations which book group travel specific to their groups’ causes/ interests.
Objective: To understand the travel mindset of “group leaders” of religious affinities and specifically, to understand the values these groups seek from affinity group travel experiences.
Solution: A Qualitative Church Group Travel Leaders Exploratory was conducted to gain an in-depth understanding of group leaders’ mindsets, attitudes and behaviors regarding planning affinity organization travel and important characteristics in a group tour company. The study utilized a combination of small in-person groups and phone interviews across the country.
Result: This research uncovered distinct differences in the objectives and nature of travel among different religious audiences. Plan-it made specific recommendations for communications content and delivery to these respective religious audiences, as well as suggestions for improving the travel planning process for all religious affinity travel group leaders.