In today’s tourism landscape, a notable trend is emerging, embodied by the concept of ‘Revenge Travel’ (post-Covid 19 pandemic persistence) but with an important nuance: the now very high prevalence of ‘Last Minute’. This phenomenon reveals a dual dynamic at the heart of French travellers’ consumer habits. On the one hand, a burning desire to travel, more intense than before the pandemic for 38% of French people, a sign of a desire to make up for time lost and opportunities missed during the periods of confinement and restrictions. On the other hand, despite this enthusiasm, uncertainty and the quest for opportunism continue to encourage last-minute travel decisions, underlining the importance of flexibility and guarantees for consumers.
This context offers interesting prospects for players in the tourism sector, particularly for companies that manage to adapt to these new demands. One example of this is our client VeryChic, a brand that has taken advantage of this trend to optimise customer engagement and maximise conversion. By initiating a collaboration with Notify in January 2020, VeryChic has focused its efforts on reactivating inactive customers, engaging prospects, and building customer loyalty through targeted digital marketing strategies by devising a communication built on the Last Minute.
VeryChic’s approach, based on ‘perfect timing’ and personalised content, produced significant results, with a 33% increase in the visibility and opening of emails, as well as a 15% improvement in the conversion rate. These figures testify to the effectiveness of a strategy that takes into account the specificities of consumer behaviour in the post-pandemic context, marked by a search for enriching experiences, even when the decision to travel is taken at the last minute.
