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Collette: Understanding Consumer Mindsets

Posted in: Marketing Profile & Segmentation, Professional Services/B2B, Qualitative Exploratory, Travel

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.