McKinsey published an extensive report as well as a short article earlier this year: “The state of tourism and hospitality 2024” and “What is the future of travel?” It explores the evolving landscape of travel, highlighting emerging trends, challenges, and strategic recommendations for industry stakeholders.
One of the areas covered is “Traveller Psychology: Disparate Desires and Generational Divides” where they interviewed 5000 travellers from China, the US, UK, Germany and the UAE. All respondents had taken at least one leisure trip in the past two years.
The survey was designed to gauge what was on the minds of modern travelers. It asked over 50 questions about motivations, behavior, and expectations related to travel. These five countries were chosen as representative source markets for the survey.
Based on their responses, the report identifies 7 distinct types of travellers as below:
If you are primarily a leisure hotel, which category of travellers do your guests fall into? And does this type of breakdown help achieve better and more targeted marketing?
Sun and beach travellers (23% of travellers): These travellers keep things simple. They want an easy beach trip where they can relax with family. They don’t travel much and watch their spending. They really prefer direct flights and aren’t too worried about having an “authentic” experience.
Culture & authenticity seekers (18%): These travellers love to explore and don’t mind spending money on unique experiences. They spend over $150 per day and avoid typical tourist spots. They’d rather have a longer, more meaningful trip than save money on a shorter one.
Strategic spenders (14%): These people pick their splurges carefully. They’ll pay for special experiences but save where they can – like taking connecting flights if it’s cheaper.
Trend conscious jet-setters (14%): They spend a lot and care what’s popular. They ask friends where to go and check social media too. They like staying at well-known hotel brands.
Cost-conscious travellers (11%): Usually older travellers who don’t travel much. They stick to places they know and really watch their spending. They like familiar destinations.
Premium travellers (12%): Money isn’t an issue for them. They want the best hotels with great design and amenities. Like the trendy travellers, they sometimes follow where celebrities go.
Adventure seekers (8%): Usually younger people who want active trips. They enjoy meeting new travellers but prefer small groups to big ones. They care about nature and sustainability.