Marketing to Millennials is a hot topic these days, and certainly they’re an important audience. But if you’re focusing too narrowly on demographics, you’re missing a huge opportunity to reach like-minded buyers of all ages.
A lot of brands offer a continuum of basic to premium, but we think there’s risk to brands that try to stretch this far, literally from “cheap-ass” to first-class. Many travel brands in particular follow a model of low base prices and constant aggressive up selling. But in the process, they can forget all about the impact on customer experience.