In my last blog post, I promised you another sneak peek into the three consumer styles we’ll be focusing on at the WTCE this year. So meet Tek, one of the personas we developed to portray a certain type of passenger.
Tek, 43 years old, is from Seoul, married and plans to have children. As a consultant, he travels a lot and enjoys onboard shopping. Tek prefers leading luxury brands that reinforce his status as a successful businessman, appreciates design classics and enjoys being pampered. Tek likes to dress in an elegant, contemporary style with the latest imports from Italy. In his spare time, he likes to socialize, play golf at the Mansungdae Club and attend cultural events. He also believes in social responsibility and is a member of the Kiwanis Club of South Korea (an organization supporting children in the community).
Meeting passenger needs
The three styles that LSG Sky Chefs has identified – Classic, Natural ‘n’ Local and Inspirational – are clusters that represent people’s needs. Tek, a typical classic passenger, has quite different needs to the inspirational passenger, for instance. He values reliability, trust and tradition, and likes things that are timeless and elegant. Many luxury brands reflect this style.
If you would like to know more about the three styles and how to use them to appeal to your specific passenger group, come and visit our stand at the World Travel Catering & Onboard Services Expo (WTCE) in Hamburg. See how the styles influence the choice of services, products, food design and equipment.