Traveller Types
Traveller Types and Holiday Mindsets
Tourism NSW uses a series of Traveller Types (otherwise known as 'target markets') in its marketing strategies. These are based on two research projects. In 2000, See Australia conducted a study into 'holiday mindsets' ie, Traveller Types, based on a 'state of mind' rather than a specific demographics alone.
From this research, five holiday mindsets were derived:
Pampadours, Compatriots, Wanderers, True Travellers and Groupies.
In 2004 Roy Morgan produced a segmentation which was designed to match the See Australia segments. The Roy Morgan holiday mindsets were called the Australian Travel Segments. Different names were given to each mindset in order to distinguish them from the See Australia mindsets.
From this research, the segment names were:
Luxury Travellers, Family Travellers, Touring Travellers, Adventure Travellers and Peer Group Travellers.
A description of each Traveller Type and Holiday Mindset is shown below:
Pampadours
- Luxury Travellers
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2000 See Australia description of the Pampadour/Luxury Traveller:
Up-market, DFY (do-it-for-you), indulgent, female skew,
white collar and professional skew, using an overseas travel frame of reference, fashion-conscious, traveling in adult couples, 5-star product preference, avoid young children/family destinations.
Holiday Mindset of the Pampadour/Luxury Traveller
(Roy Morgan, 2004):
"I like luxury and a bit of pampering on holiday. I’m not interested in slumming it when I’m on holidays, or being less comfortable than I am at home. Good quality is so much nicer.
I like to veg-out, de-stress, relax and recharge.
I prefer overseas holidays to travelling within Australia.
I’m not into family-holiday-type places – I prefer to go places where there are no children around. "
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2000 See Australia description of the Compatriots/Family Travellers:
Quintessentially middle market, female skew, wanting DFY (do-it-for you) but forced to compromise, family-focused, role-driven, good shoulder market, activities focused, budget conscious, like resorts and don’t like camping, favour 3-star, but aspire to 5-star, self-contained an advantage.
Holiday Mindset of the Compatriots/Family Travellers
(Roy Morgan, 2004):
"I holiday with my children. Holidays are the time when we can be a family again without work, school and other commitments getting in the way. Holidays are about going to a place to relax without hassles - if the children have a good time on holiday, then I can too. I believe you should see your own country first before exploring others. Overseas travel seems too much hassle.
Although I’d appreciate a bit of luxury, self-contained accommodation offers the best value for us."
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Compatriots
- Family Travellers
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True Travellers - Adventure Travellers
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2000 See Australia description of the True Travelers Adventure Travellers:
Experimental, adventurous, trail-blazing, immersion travelers who want to experience a single destination in depth, active, physical, overseas orientation, seeking difference and challenge, opinion-leaders, white collar skew, male skew, take longer holidays, will spend more getting there than being there, definitely DIY.
Holiday Mindset of the True Travelers/Adventure Travellers
(Roy Morgan, 2004):
"When I travel I like to truly experience the place. Holiday and adventure go hand in hand for me.
I’m comfortable about taking some risks when I travel – I want some depth to my travel experience. It’s important for me to have plenty of physical activity when I’m on holidays.
I’m definitely not interested in packaged holidays – I prefer to find my own accommodation and make my own arrangements.
I’m OK with travelling on my own.
I don’t mind a bit of discomfort. Staying in luxury hotels can obscure the real experience of the place. I prefer to mix with the locals, immerse myself in the local flavour. "
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2000 See Australia description of the Wanderers/Touring Travellers:
Marked older skew, adult couples, empty nesters, frequent tourists, DIY, great off-peak market, keen observers, widest range of preferences in transport mode, favour difference, continue their ‘Darby & Joan’ lifestyle when traveling, like to potter.
Holiday Mindset of the Wanderers/Touring Travellers
(Roy Morgan, 2004):
"Holidays are a time to explore and discover new things.
I’m not interested in veging out on my holidays – I’d rather have interesting things to see and do.
I enjoy looking at things at my own pace.
I don’t mind being active on holidays, but I’m not looking for excessive physical activity or extreme adventure.
I enjoy staying in a small B&B or a self-catered cottage in a scenic place, where we can explore the region at our own pace. "
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Wanderers
-Touring Travellers
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Groupies -
Peer Group Travellers
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2000 See Australia description of the Groupies/
Peer Group Travellers:
Younger male skew, student skew, DIY except for cooking,
travel in peer groups, travel in peak periods, strong repeat visitation, fairly physical, want party time, strong on shared activities and reunions, limited budgets, share accommodation, share transport, want bright lights, clubs, pubs etc.
Holiday Mindset of the Groupies/Peer Group Travellers
(Roy Morgan, 2004):
"I like to have fun with other people when I’m on holidays – I enjoy the social atmosphere.
It’s great to holiday with friends, enjoying things together, sharing experiences. I’m not interested in holidaying by myself.
I like to be physically active.
I enjoy excitement and adventure on my holidays.
I don’t like to be bored or go places where there is not enough to do. I rarely stay in luxury hotels, especially as they are so expensive. Budget is an important factor.
As and when I have the money, I prefer to travel overseas - it seems more interesting than holidaying in Australia."
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