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Acxiom Announces National Research Findings on Travel Habits and Preferences for Baby Boomers, Generation X and Millennials

Acxiom Announces National Research Findings on Travel Habits and Preferences for Baby Boomers, Generation X and Millennials

Report Provides Marketers Actionable Intelligence to Tailor Omnichannel Approaches to Valuable Travel Audiences

CONWAY, Ark.— (September 12, 2017) — Acxiom® (Nasdaq: ACXM), the data foundation for the world’s best marketers, today released a new study, “Expectations vs. Experience,” which examines three generations of today’s most influential travelers—Baby Boomers, Generation X and Millennials—to help marketers better understand each audience’s preferences on everything from booking methods and airlines to hotels and cruising.

As the travel marketplace continues its transformation—with more options than ever before to plan and book for both business and leisure travel—Acxiom identifies key trends and opportunities to improve the measurable efficiency and effectiveness of travel industry brands’ marketing campaigns. The study outlines the unique motivations and behaviors for each generation to help travel providers adapt to the rapidly changing tastes and expectations of the traveling population. While travelers have countless options, Acxiom delineates the equally numerous ways for suppliers to stand out and deliver a truly satisfying customer experience.

“Business and leisure travelers are more informed and savvy than ever and have countless options at their disposal,” said Drew May, group vice president of Acxiom’s Consumer Sales and Client Services Division. “Consumers have varying expectations of travel providers at every step of their experience, making it critically important for brands to have access to advanced data and identity solutions to drive their people-based marketing strategies. At Acxiom, we team with our clients and partners to better personalize their communication to target each unique audience.”

The “Expectations vs. Experience” study illustrates the challenge suppliers and marketers face in harnessing the power of personalization and choice for consumers who require online and offline options and expect offers to be tailored to their preferences. It can be tricky for established brands that rely on legacy technologies and have limited budgets to adapt their approach in order to optimize the digital guest experience. More recent market entrants—many of them tech-forward companies like online travel agencies, start-ups and alternative accommodation sites—are quicker to evolve and stay competitive but may not have immediate cache or consumer trust.

“Ethical cross-channel integration is incredibly important, with consumers planning and purchasing travel across mobile, desktop and offline devices,” said May. “We found that three in five consumers would like travel companies to remember their preferences and offer personal recommendations; this report will help marketers gain deep insight and actionable intelligence into who is using which channel and for what purpose to further customize their approach.”

Acxiom’s best-in-class ethical data use methodology is designed to ensure client adherence to data protection rules in omnichannel personalization. By providing partners with important background on data privacy laws and regulations as well as audience acceptance of targeted marketing, Acxiom helps clients navigate the depth and breadth of data that can be used. The company also provides an easy, centralized approach for using identity resolution to unify, enhance and activate data.

The study is available here for download.

About Acxiom

Acxiom provides the data foundation for the world’s best marketers. We enable people-based marketing everywhere through a simple, open approach to connecting systems and data that drives seamless customer experiences and higher ROI. A leader in identity and ethical data use for more than 48 years, Acxiom helps thousands of clients and partners around the globe work together to create a world where all marketing is relevant. Acxiom is a registered trademark of Acxiom Corporation. For more information, visit