Psychographics Pave Way to Travel Sales

In 2009, I spoke about the importance of neo-tribalism (the fragmentation of society into small communities, tribes, driven by personal and social behaviors) and psychographics (the study of personality, values, attitudes, interests, and lifestyles) are keys to fashioning sales messages and ads that resonate with travel buyers.

Now, less than 2 years later, companies such as Blue Kai, are able to identify what consumers may want to buy, and sometimes, even how they researched their purchases based on a few online interactions.

According to a recent article in Adweek, by using data collected by “digital bread crumbs” – i.e. cookies, exchanges, demand -side platforms and real time buying of digital ad inventory, etc. Blue Kai can tell that people wanting to book a vacation in Paris will also read advice columns, look at a Caribbean vacation, rent sports cars, and shop for reward based credit cards. As the article’s title suggests, welcome to a new world where “You are What you Want to Buy”.

by: Karen Weiner Escalera