Example of using value elements and target groups to build a successful digital strategy in the travel insurance industry.
The travel- and insurance industry are both experiencing big shifts in consumer behavior and market structure. Companies selling travel insurance are affected by changes in both industries. Key trends in the travel industry include the demand for adventure travel and travel to remote and untouched locations, as well as fewer barriers to reach these destinations1. Millennial consumers are used to booking flights and hotels online, thus skipping traditional travel agencies. On the insurance side, more – especially standardized – contracts are sold online or via price comparison portals. Once again younger generations are driving this trend and teaching their parents. How can executives develop better insurance marketing strategies to take advantage of these new trends? / continue reading