15A - Figuring Out Buyer Behavior No. 2

Interview #1 (36 yr old female)

She chooses her vacations based on activities and price. Price is very important. She comes up with a budget first and then decides to start looking at locations and possible activities. Experiences are important to her. She wants memories. She books online and uses a credit card for points that could be used on future vacations. She prefers hotels over Airbnb style locations. She checks with her husband, but she ultimately makes the decisions. She says that if she didn’t think about work during the vacation and was “in the moment” most of the time, she considers the trip a success. If she is disappointed or feels cheated, she has resentment afterwards.

Interview #2 (39 yr old male)

He chooses his vacations around concerts or events that he wants to attend. Price is important and since he’s by himself, he says he saves money by getting cheap hotels or Airbnb and splurges on activities and meals. He said, “I don’t remember most people taking pictures of their hotel room unless it was super expensive”. Therefore, he goes 3 stars instead of 4 to save money for other stuff. He uses his debit card for booking and then uses cash because he thinks it always better to have cash if you get into a bad situation. He is the sole decision maker. If everything was as promised he says the trip was a success. He can’t stand hidden fees and after the fact communication on pricing, upgrades, and basic costs.

 

Interview #3 (23yr old female)

She doesn’t go on vacations unless with her parents still. She will go away for the weekend, but she doesn’t feel like that is a vacation. For her weekend trips she uses a credit card and books online. She doesn’t like cash because she says she will leave it somewhere or get robbed for it. She makes the decision with girlfriends when they decide they want to go somewhere. It’s usually for a party or concert. She is most concerned with safety while still being on a strict budget. She’ll pay a little more for convenience like location close to destination. If she has good memories or stories afterwards, she feels like it was a success. If the event was lame it could be remembered as a negative.

Conclusion:

My interviewees were cost conscious and wanted to know what they were getting into up front. My camp will not have any hidden fees or expected upcharges that you don’t know about ahead of time. Imagine if there was a charge for hot water in the showers and cold water is part of the basic attendance charge! I believe in upselling additional items, but I’ll have everything listed beforehand. I’ll post online and allow for credit card payments. I’d like to have a cash free establishment to minimize theft. Maybe I could have updates sent to spouses to show how their “camper” is doing? That would have to be agreed upon ahead of time. I’ll take lots of pictures and send them to attendees afterwards so maybe it can help their feeling of how positive it was. If nothing else, I’m providing the memories that seem to be important to people.