HSBC Credit Card’s Innovative Approach to Post-Pandemic Travel
- Introduction of a data-driven travel campaign by HSBC Credit Card.
- Emerging travel trends include spontaneous decisions and eco-friendly transport.
- Three-tiered membership program, Travel Guru, offers tailored travel experiences.
- Collaboration with Klook to enhance the travel rewards experience.
- One-minute video ad showcases unique travel experiences in Japan.
In a world adjusting to the aftermath of the pandemic, travel habits are undergoing a significant transformation. Recognizing this shift, HSBC Credit Card has launched a data-centric travel campaign, aiming to redefine the travel experience for its users.
Drawing insights from Google Trends and analyzing its card spending data, HSBC Credit Card has identified some intriguing travel patterns. Spontaneous travel decisions are on the rise, with a Klook survey revealing that 34% of HongKongers commence their trip planning merely four weeks before departure. The modern traveler is also prioritizing experiences that rejuvenate the spirit over traditional shopping sprees. Local travel destinations offering unique experiences and eco-friendly transportation options are gaining traction.
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Central to this campaign is the introduction of the three-tiered membership program named ‘Travel Guru’. Designed to offer a comprehensive travel experience, it amalgamates travel deals, essential travel information, and personalized notifications. In partnership with the online travel giant, Klook, the program is symbolized by three distinct mushroom icons: red for “GO Traveller”, silver for “GING Traveller”, and gold for “GURU Traveller”. This initiative is crafted to ensure cardholders extract maximum value from their journeys.
To amplify its reach, HSBC Credit Card has joined forces with the advertising agency, Narrow Door. The result is a captivating one-minute video advertisement, spotlighting a series of unique travel adventures in Japan. This ad not only showcases the diverse experiences but also guides consumers on how to engage with the membership program and avail exclusive offers.
The campaign’s expansive strategy also involves collaborations with various travel portals and merchants. The objective is to prominently feature ‘Travel Guru’ across multiple platforms, thereby enhancing its visibility among travel aficionados.
Terry Tsang, the director at Narrow Door, shared insights into the meticulous research that went into this campaign. “Over the past three months, our team has delved deep into Google Trends and numerous travel portals to understand the evolving consumer behaviors. Our strategies are rooted in concrete data, ensuring they resonate with the current travel sentiment. In essence, we’ve transformed into travel gurus during this journey,” remarked Tsang.
As the world navigates the “no-normal” post-pandemic travel landscape, initiatives like these by HSBC Credit Card are setting the tone for a more informed, personalized, and enriching travel experience.
