Understanding Traveller Audiences Through Audience Data
Travel is more than movement – it’s emotion, experience, and exploration. Whether it’s for business, leisure, or adventure, travellers form one of the most dynamic audience groups in today’s data-driven world.
For brands in hospitality, tourism, retail, or entertainment, understanding these audiences goes beyond basic demographics. It’s about knowing why they travel, how they plan, and what influences their choices.
That’s where audience data becomes a game-changer.
By leveraging audience insights – from travel intent and location behavior to digital activity – brands can:
- Predict travel trends and demand.
- Personalize offers based on traveller type.
- Reach the right customers on the right channels at the right time.
- Improve conversions by aligning brand experiences with traveller motivations.
Who Are Destination Travellers?
Destination travellers are people actively exploring or planning visits to specific locations – for leisure, business, or personal experiences. They’re not just tourists; they’re planners, explorers, and experience seekers.
They can be segmented by their travel motivations, preferences, and spending habits, helping brands build highly targeted and relevant campaigns.
Destination travellers are one of the largest audiences in the market because lets face it, youve got to be a real bore if you dont love going out and exploring places. Whether it be a peaceful holiday or to cross activities out of the bucket list, or even a business trip, these people are constantly on the move, eager to get to places before time runs out.
On that note, here are some segments that can help brands design, develop and deliver campaigns that are hyper-personalised and relevant to their consumers:
Resort Hotel Visitors
Heres a segment that will no doubt want to receive communication about the next hot destination. They are a bunch looking for recreational activities and rejuvenation. They will be open to visiting more such places offering varied experiences.
Business Travellers
Serious on the outside, but you got to credit them for their loyalty. Business travellers are a segment who prefer to stick with hotels that meet their expectations- a reliable experience over an over-committed one! They arent price-sensitive as they spend a lot of their time in business meetings outside, rather than being in their hotel room for hours. Business travellers are one of the most lucrative segments to target and brands can capitalise on them with personalised CX.
Family Travellers
Due to hectic schedules, it has become increasingly difficult for families to spend quality time together. Family travel accounts for at least one in three outbound tourism trips and remains a key target for the tourism industry. This is a segment thats eager to get away from the hustle of everyday life, at least once a year. Theyre constantly in the mood to explore the local surroundings- a huge goldmine for brands and a huge opportunity for the travel industry!
Budget Travellers
An often overlooked and misunderstood segment, budget travellers are a smart bunch and know their way around a place. To them, its not about how much they spend but rather how they choose to spend their money. They travel quite frequently and are quite tech-savvy, which is why most budget travellers come from the younger generations. Budget travellers are highly receptive to brand storytelling that resonates well with their lifestyle, and so the best way to target them is through online ads, social media, and of course outdoors ads!
Leisure Travellers
Leisure is luxury and everyone, be it the young or the old, travel for leisure. This segment is all about relaxation and is the very opposite of the business traveller segment. They are here to enjoy the beauty of the place. They want to be pampered and they are here for a while to unwind. They dont mind the occasional splurge if it gets them something without having to exert themselves too much.
Chain Hotel Travellers
This segment is seen in branded chain hotels like Taj, Hilton, Hyatt, etc. They are a luxury-seeking segment who prefer to stay in established hotels. They are specific in their choices and refuse to stay in any local establishment. Targeting them is made easier for brands as they are predictable.
The segments dont just end here. For instance- Hillside Destination Travellers, Beach Destination Travellers, Rock Climbing Enthusiasts, Tourist Area Visitors, etc. are just a few more that brands can target for better ROI on their campaigns.
With Factori’s audience data, you can understand who your travellers are, what drives their journeys, and how to engage them meaningfully across every stage of their travel experience.
To explore the business Use cases which Factori Audience data offers. Do check out Audience Data Schema and Download Free Data Sample.
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