Seven Travel Personas You Need to Know for Niche Hospitality Marketing

Identifying and connecting with your ideal guest has never been more critical. As international travel increases in 2023, discerning travelers now have ample destinations to explore around the globe. Niche marketing allows you to hyperfocus your message and campaign creative so that you’re starting a conversation and relationship with new travelers. This targeted approach is highly effective because it allows you to deeply understand the needs and preferences of a specific group of consumers and tailor your marketing efforts accordingly. This can help you stand out in a crowded market and attract a loyal and dedicated customer base. Let’s introduce you to seven trending travel personas for your hotel or vacation rental.

Adventurers who seek new experiences

This traveler is typically open-minded, curious, and enjoys living life to the fullest. They are willing to take risks, explore different cultures, and search for unique activities that allow them to connect with nature. They often have an appreciation for nature-based activities such as camping, hiking, or adventure tours. Activities of interest would include skydiving, snorkeling, deep-sea fishing, skiing or snowboarding, and other outdoor sports.

Health Conscious Travelers

For travelers who place health as a top priority, a location with ample activities and a variety of farm-to-table dining options is premier. They enjoy luxurious resorts with amenities such as spas, yoga classes, and a variety of dietary culinary options. They are environmentally conscious and prefer sustainable and eco-friendly hotels that promote environmental stewardship. They are drawn toward calm tones, and peaceful visuals, and understand that their vacation is an immersive, relaxing experience.

Eco-Tourists

This type of traveler lives a green lifestyle and seeks out sustainable accommodations in order to reduce their carbon footprint while on vacation. This could include hotels constructed from local materials or lodges that partner with organizations committed to protecting the environment like rainforest conservation efforts. Volunteer opportunities at wildlife sanctuaries or private tours of nature preserves would appeal to this traveler.

Luxury Seekers

These travelers value quality over quantity when it comes to their getaways – they prefer luxury hotels and resorts that offer five-star amenities like high-end spa treatments, limousine service, yacht charters, fine dining experiences, lavish shopping opportunities, etc., all while providing a unique experience tailored specifically to their needs and desires. The resort often is the destination and they frequently rely on industry professionals including travel agents, hotel staff, and personal assistants to fill their itinerary.

Culture Enthusiasts

Those who fall into this category have a passion for discovering new cultures by visiting foreign countries and experiencing the local customs during their trip. They love immersing themselves in the hidden hamlets traditionally unaltered by tourism. They may appreciate traditional performances or ceremonies offered at the hotel or indulge in the native cuisines of the region by experiencing a culinary class. Often this traveler is on an extended trip exploring a corner of the world they haven’t yet experienced.

Family Vacationers

This persona values quality time with family members above all else when planning vacations – they love spending time together bonding over shared experiences at different destinations in order to create lasting memories together. They usually seek out family-friendly resorts with multiple rooms available so everyone can stay together under one roof during their trip. Highly sought-after amenities include on-site childcare services, children’s activities, kid-friendly sleeping accommodations and ease of travel around the destination.

Business Professionals

This traveler has very little free time due to their hectic work schedule but treasures their vacation days dearly – they tend to research extensively prior to booking any trips in order to make sure that every second of their trip is enjoyable with no unexpected surprises along the way. If planning a hybrid vacation, business professionals often prefer luxury accommodations with convenient access to business hubs such as airports, popular convention centers , etc .

As you identify which persona best fits your resort and location, think about what unique experiences and accommodations make your venue an unmatched destination.