During my undergrad days, my classmates and I often took off on weekend trips.

We’d hit different destinations at least once a quarter but mostly did the same activities every time – hiking, eating, playing cards, and crashing till noon!

I remember getting into a car on a Friday evening and having a long discussion about the destination because budgets were tight and planning was impromptu. 

Almost two decades later, budgets aren’t an issue and we have tons of loyalty points but not the time and convenience to travel as we did in the past. 

Those same travel enthusiasts are rarely the target market for travel brands as they once were because customers constantly evolve. 

Just because a customer buys once or often doesn’t mean that he always will.

I’ve seen many marketing plans built on the back of customers in a database that signed up for an online course a decade ago but aren’t even opening emails now.