ABSTRACT
The aim of the chapter is to create a portrait describing a loyal customer of travel agencies developed based on analyzing the actual behavior presented by the purchasers of package holidays and not just a survey research relating only to consumers’ declarations regarding the purchase decision-making process. In the process of searching for the determinants of behavioral loyalty revealed by the buyers of travel agency services, a model based on artificial neural networks will be built, which, taking into account the actual past data on the characteristics, activity, and purchasing history of customers, will allow for an in-depth segmentation. Historical data provided by the accounting and reservation systems regarding reservations of package holidays made by customers in over 60 agency offices of the franchise network will be analyzed. The analysis results allow developing a profile of a loyal buyer of travel agency services – a family customer. Loyal customers are middle-aged people who often travel with families, especially with children up to 14 years of age, buy holidays for several people, prefer longer stays, and book their holidays to the most popular destinations (Greece, Spain, Bulgaria, Turkey, and Egypt) well in advance.
