In this episode we discuss luxury buyer personas. What are they, why do you need them and how do they fit into a larger marketing strategy for a luxury travel brand?
What we cover in this episode:
- What are luxury buyer personas?
- How do they fit into a larger luxury travel marketing strategy?
- What are the most important elements of a luxury buyer persona?
- How you can use real world data to make your personas more accurate.
Why are luxury buyer personas an important part in every luxury marketing strategy?
Buyer personas are an integral part of the inbound philosophy and as such an important tool in the modern luxury marketers toolbox. Great personas should incorporate demographics, geo-targeting, psycho-graphics and other data sources. With accurate personas, a luxury travel marketer can create copy, branding materials, campaign and communication that resonates with their ideal HNWI buyer. Wealthy people are often quite unique and different, so it makes absolute sense to create multiple personas if your business tries to cover multiple high-net-worth segments. For example, if we are talking about a hotel marketing strategy, you might want to cover both high-net-worth families travelling with kids and affluent business travelers.
Creating personas can become a great kick-off project to get your sales and customer service teams on board as well. By leveraging their client-facing expertise you can imbue your personas with real life characteristics. Campaigns on average, will perform better if they are based on accurate personas and real-world data. So make sure not to skip persona creation as an important part in your planning phase.