Members of The Grand Wanderluster generation are defined not by age or gender but instead by their behaviours, characteristics and interests, and reward programmes are key to cultivating and retaining brand loyalty. “The current accessibility and mass availability of travel means that traditional demographic based approaches to audience segmentation are a thing of the past,” said James Berry, e-commerce director at Collinson Latitude, which is part of The Collinson Group. “Travel brands need to reinvent how they engage with the Grand Wanderluster generation or risk losing them to the competition.” The report further breaks down The Grand Wanderluster into six separate personas based on their priorities during travel and advises how to attract each group. Get the full story at TTG Asia and download the full report at Collinson Latitude (PDF 2.5 MB)