Gary Leopold makes a case for targeting HENRYs — High Earners Not Rich Yet – in Marketing:Travel. It’s a name that Fortune Magazine coined back in 2003, and today stands for a fast-growing audience that are in high-paying jobs and increasingly looking to experience luxury goods and services.
New technologies have the potential to offer hotel guests a range of personalized new services and tools. Mobile websites are the most widely used technology for hotels; apps are another great tool and hotels are using them for a range of purposes. The combination of customer service and engagement makes mobile devices a potentially effective means for hotels to connect with their clients.
Now that consumers have a non-stop flow of information at their fingertips, they’re using their mobile devices at all times of the day to handle tasks that may have been put off until the evening or weekends in previous years. This includes travel planning. Travel services operators are tapping into this trend in several ways and they’ve also discovered that mobile promotions might help them appeal to the spontaneous nature of some travelers according to a TravelPulse report.
Digital ad spending by travel marketers is poised to increase by double digits this year and next. This growth is being driven by competition between large travel marketers. While big companies like Priceline.com, Expedia and Orbitz have been spending heavily on paid search, eMarketer analysts say more consumers are clicking on ads through mobile devices instead of PCs. This trend may prompt the travel marketers to make some changes.