Question

For this assignment, you play the role of an marketing analyst for an online travel site called GlobalTrekTravel (GTT, a fictitious online business used for this course). GTT is focused on international travelers and provides online booking tools for airfare, ground transportation, hotel and sight-seeing tours, travel insurance, language support with translation services, passport and visa document preparation, and medical immunization recommendations. In sum, GTT addresses all needs of an international business or holiday travelers to have successful journeys. GTT’s marketing focuses on this value proposition: “We give you integrated travel services for all your International business and personal travel needs, saving time and frustration. We stay current to the world’s everchanging travel conditions, reducing your travel stressors.”

Your objective is to help them better understand their customers and find ways to use digital channels and data to serve their needs. They are seeking a customer journey analysis, that will allow them to take appropriate action.

Answer 1

Below is the marketing analysis that will be useful for GlobalTrekTravel (GTT):

1. The tech savvy customers prefer to use digital channels and social media platforms such as Facebook, Instagram etc to search travel related information and plan their holidays as well. GTT could make use of these channels to advertise itself and connect with its target market in a better manner.

2. The customers prefer such sites where all the information related to travel is available at a single place and they do not have to search multiple sites to gather that information. Hence if GTT can redevelop it's site to take care of customer preferences and offer all such services to the customers, then the target market base would increase.

3. GTT should indulge in online promotion, marketing initiatives such as personal marketing, door to door marketing, offer suitable discounts to the customers in order to woo them to purchase the packages.

4. Customers these days prefer custom made travel packages which include the services and hotels as desired by them. Hence GTT must offer them flexibility to design their packages and choose the hotel's, services etc as desired by them. This will result in better customer conversion rate.

5. GTT must use the customer data available from their previous holidays, the places that they like to visit, the sevices that they want to avail, their preferences etc in order to generate better leads and target the customers in a better manner.