Over the last ten years, the globalisation of offers, e-commerce and the arrival of low-cost has shaken up the tourism sector. The traveller, curious and zapping, has real-time access to a multitude of information, and his behaviour is becoming unpredictable. Professionals are competing with each other in terms of innovation to satisfy this "consum'actor" with complex requirements, torn between individualism and communitarianism, between affective and budgetary constraints, between hedonism and solidarity-based responsibility.
Reassure the customer, establish an irrational loyalty link with him, model divergent behaviours to develop an attractive and original offer: learn how to decipher the trends that are changing the world of travel!
How to decipher the trends that are changing the world of travel? by Pierre Kalfon - Preface by Xavier Pavie (ESSEC) - Edition L'Harmattan 2009 - 134 Pages