The art of the deal

Travellers, like shoppers, are on the lookout for the best value for money


Deal-seeking behaviour is booming. Before shopping, 90% of consumers look online for the best deals and 89% look for sales, deals, cashback rebates and the best prices. And when shopping, the modern deal-seeker actively seeks
out discounts, promotions and bargains. Such people aren’t rare birds; they’re everywhere. By understanding who they are and what they’re looking for, you’ll be well positioned to reach them. While many consumers are looking for the best deal, not everyone buys on price alone, new research shows. Some 46% are deal takers, 6% are deal sharers and 8% are outright deal rejectors.

Multi-generational market

Approximately 41.7 million shoppers are part of this new frugality movement – a transition from frequent purchase behaviour to thoughtful spending habits centred around an emotional connection to a brand. A large majority of the modern deal-seeker movement comprises millennials and Gen X-ers, who are not only looking for savings in their purchase decisions but both value and a personal relationship with their favouritebrands. This new generation is extremely valuable, so if you know how to engage them so as to influence their purchase decisions and create loyal brand advocates. While travel demand continues to climb, continued increases in inflation and skyrocketing costs are stretching budgets and affecting travel plans. Surveys show low prices are the top travel criteria for consumers at the moment. From flash deals to flexible check-ins and check-outs to senior citizen discounts or no pet fees, some travel criteria play important roles in attracting new customers. Families, millennials, business travellers and solo travellers may be seeking different types of deals, so target your offers accordingly.

Free love

To attract travellers, hospitality businesses would do well to remember that people love freebies. Free breakfast ranks highly as a desired amenity. With the increase in food prices, this is more attractive than ever. Other possibilities include being generous with free room upgrades during non-peak booking days. And free Wi-Fi should be standard. Perhaps offer free shuttles to and from airports or the Gautrain and consider this service to popular local spots. Try to seek out mutually beneficial business partnerships and consider offering free vouchers or coupons to museums, sporting events, spa treatments and other activities. In addition, perhaps accept early check-ins when you can, as well as last-minute deals and short-stay packages. Don’t forget to utilise mobile marketing, and social media platforms like Instagram and TikTok for time-sensitive offers. Loyalty programmes encourage repeat business and may offer opportunities for, say, enticing a loyal business traveller to also become a leisure traveller or vice versa.

Text | Supplied Photography | fizkes
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