Olinger

09/23/2025

Traditional demographics aren't telling the whole story anymore.
Olinger's research identifies three distinct traveler mind states reshaping the industry:

👉 High Impact: Experience maximizers planning 38% more trips
Persuadable: Strategic optimizers with 86% rewards program participation

👉 Functional: Practical realists focused on reliability and value
Each requires completely different marketing approaches and experience design strategies.

Which mind state represents your primary customers?
https://www.olingermr.com/2025-summer-travel-study/

09/17/2025

New research challenges assumptions about affluent travelers.
Only 30% of high net worth travelers actively seek luxury amenities as essentials, while 58% view them as "nice to have." They're practicing "strategic luxury" - evaluating premium features through emotional ROI rather than status signaling.

This sophisticated approach prioritizes relaxation, nature connections, and escaping routine over traditional luxury markers.
What does this mean for premium travel positioning?

Access the full study: https://www.olingermr.com/2025-summer-travel-study/

09/12/2025

Why do consumers pay more for some brands, even when cheaper options exist?

It’s not just about price.
It’s about trust, experience, and emotional connection.

👉 Listen to the full episode here: https://open.spotify.com/episode/5iRVw9iTZIW1cIQG6lppMr?si=br84e6wHSqCqK0eRW5rwIQ

🔹 73% of consumers say brand trust matters more than price (PwC).
🔹 88% say the experience matters as much as the product (Salesforce).
🔹 Emotionally connected customers have a 306% higher lifetime value (HBR).

In the latest episode of The Brand Experience 🎙️, we break down:
✔️ How Nordstrom builds premium loyalty through trust
✔️ Why Lululemon sells a lifestyle, not leggings
✔️ How Nike’s emotional branding makes price secondary
✔️ 3 takeaways to justify a premium and deepen loyalty

💡 The bottom line: Price is not just what something costs—it’s how valuable it feels.

09/09/2025

The data tells a surprising story: Despite economic pressures, summer travelers are increasing spending by 54% while becoming MORE selective about their choices.

Olinger's 2025 Summer Travel Study reveals travelers have shifted from price-based decisions to "emotional return on investment" - prioritizing experiences that deliver meaningful connection and lasting memories.

This fundamental change is creating new opportunities for travel brands that understand the psychological drivers behind modern travel decisions.

Download the research: https://bit.ly/47zWSED

06/03/2025

What motivates your audience beneath the behavior?
Let’s talk about building strategy around the emotion that matters most.

02/15/2024

Join us at Quirk's Marketing Research Media February 29th! This interactive Q&A session with The Olinger Group and LOOMIS will share how Live Well Insights helps you identify how to influence the most valuable consumer within each of your segments, understanding how you can win or lose with the most important customers you have.

Event information: https://thequirksevent.com/dallas-2024/sessions/how-gen-z-live-well-with-qsr-building-brand-loyalty-with-the-digital-dining-generation/

10/26/2023

Attract Your Tribe

Live Well™ market research promise: Brands that create and grow authentic tribes that help people live their aspirational lives are winning.