Most companies have an understanding of their existing customer base. CRM systems cover the fundamentals, such as previous bookings, spend and demographic information. Equally your teams on the ground have a reasonably good understanding of what their customers enjoy and prefer.

Companies know about past behaviours (destinations visited, activities etc) but guests continually evolve, and travel trends are shifting, plus competitors are moving fast. What is the next big thing that your existing guests would really want to do/ see/ experience? Alternatively, you may be asking yourself why do they not book long durations, or further in advance?

Equally, consider all the potential new customers your company has never interacted with. Companies know very little about these ‘unknown’ customers and what makes them tick. This group is vast and often overwhelming. By profiling this group, identifying key segments (high potentials) and targeting them accordingly can help increase your new customer base significantly.

Market research can really help understand both existing and new customers in a way you didn’t realise is possible and can give insight into how to target and profile the right offers for each core segment.