Top 10 Travel Distribution Fallacies – #4 A customer is a customer is a customer

A customer is a customer is a customer

Customers come in all shapes, colors and sizes and like it or not, they are multi-channel.

Once you think you know your customer, they change behavior [and channels] without notice.

Sometimes it is a shift due to a change in purpose of trip or who they are traveling with.

Segmentation of your customers and targets and understanding their purchasing behavior are important steps toward establishing a rational multi–channel distribution strategy.

Bottom line?  Know thy customer.

The era of the single dimensional profile and telling a client where they can purchase your product is over.  Keeping them requires that you be where they want you to be – or to risk being made irrelevant to them.

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