Travel is entering a new growth era defined by value, based on high-quality products, high-spending traveller segments and personalised offers thanks to Generative AI. Identifying high-value traveller segments enables brands to tap into travellers’ passions and interests, which consumers are willing to trade up for. Understanding traveller segments’ attitudes and behaviours is key to creating sustainable success and delivering benefits to destinations and communities.
Delivery
This report comes in PPT.
Over-tourism is back with a vengeance in some of the world’s most popular destinations. Targeting passions-driven traveller segments helps to deliver higher value, high-quality tourism which delivers better outcomes with less negative impact for communities and destinations.
Destinations and travel brands that align better with different traveller segments and their respective goals, values and priorities will enjoy higher levels of spending. Passions- and interests-based travellers beyond the mass market are more engaged, will travel for longer, travel off season and be more immersed in the local community.
Gen AI can deliver greater levels of personalisation, with improved matching of products and services with traveller segments’ aspirations and expectations, helping to drive higher value and tailored experiences that traveller segments will pay more for. Gen AI may help in the cause to decommoditise travel to elevate local, authentic and enriching travel experiences.
The Leisure Seeker of old is a dying breed. Relaxation and value for money are important, but increasingly Leisure Seekers want to enjoy unique and personalised offers, such as they do in the rest of their lives, from banking or e-commerce to social media. It is time to break with the stereotypes of old, demystify what travellers really want, how and where they can enjoy this.
Traveller segments hold the key to delivering the value paradigm shift required to ensure cost-benefits are in check, delivering net positive impacts across the entire travel ecosystem. Failure to diversify away from the mass market will lead to a more uphill struggle to transform. Co-creating with traveller segments directly with communities will deliver sustainable results.
Travel encompasses several categories including tourism flows, lodging, travel modes, in-destination spending and booking.
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