How to help consumers navigate a world of choice

In a world of choice, less can be more, says Mike Austin, CEO and cofounder of Fresh Relevance: „In the face of the consequences of the novel coronavirus on travel, brands are understandably feeling the pressure more than ever to ensure they are being seen, heard and part of the consideration process when consumers are finally ready to book their next holiday. However, there is a risk of putting off a potential customer and impacting sales if a one-size-fits-all marketing approach is used.

Hotel or apartment? Full board or self-catering? Family friendly or child free? Travel agent or DIY? Whilst consumers certainly love the idea of a well-earned holiday, the steps to get there can sometimes feel overwhelming – even for the most seasoned of travellers or modest of staycations. We are now accustomed to having the luxury of endless options, but as the theory of ‘overchoice’ indicates, this might not necessarily be a good thing. Showing a consumer that we understand them by providing a relevant and personalised experience at every stage of the booking process is critical to building the relationship. And where there are multiple options on offer, a marketer’s aim must be to make suggestions that are based on insight and stand head and shoulders above the rest.”

MMP