Before we begin, let’s go over the essential human needs: Food. Shelter. Security. Travel.
That’s right. Over the last several years, travel has gone from being a luxury to a basic human need. At least that’s what was revealed in an April 2016 travel study conducted by Williams Helde. Think of it: a well-educated, fitness loving, healthy-minded and affluent segment with a penchant for discovery and novelty considers travel an authentic need.
For Active Explorers, travel is not optional. Here’s why we know it to be true.
Active Explorers are traveling more than ever. We expected that most had taken two trips in the past year. We were surprised to learn that 49% of Active Explorers took 3-4 trips in the past 12 months. Another 29% had taken 5 or more trips in the past year. That’s a dramatic increase from years past.
They’ve caught the YOLO bug. They consistently expressed their need to see new places and cultures. “My own need to explore and see new places,” said one respondent, “eating new kinds of food, comes from the knowledge that I might not get the opportunity to do this when I get a desk job and I am stuck paying bills until the day that I die.”
They rank travel among their highest priorities. Consistently, this psychographic prioritizes new experiences over the tried and true. As one person remarked, “I like sampling new foods, visiting new places, relaxing… I want to step out of my life on vacation and try new things.”
So what can all this mean for your brand? Knowing this, travel brands have an opportunity to tap into deeper emotional territory with their messaging, forging a stronger bond that can increase sales.
Travel isn’t a destination. It’s a state of mind. Even as they get off the plane, Active Explorers are constantly in search of the next great adventure. If your brand can help enable that dream, whether that means helping save, plan, pack, or inspire, you have a place on the travel spectrum.
Travel is the celebration of what’s possible. Many Active Explorers use a vacation to try out new versions of themselves: kayaker, salsa dancer, wine enthusiast. It’s not so much about where they go as it is who they can become. If your brand can help maintain Active Explorers live the lives they’ve imagined, through fitness, food, fashion, durable goods, and more, you’ve got a leg up on your competition.
Travel is the art of the new. What part does your brand play in bringing something new to these consumers? Recognizing the explorer aspect of Active Explorers means you may have an opportunity to emphasize “new” in your marketing communications and your brand’s role in the consumer travel experience.
Watch this space. Over time, we’re going to reveal study insights across the travel experience. As we share what we’ve learned, we will include potential implications and thought-starters that can increase sales.
In the meantime, if you have questions about how our study might apply to your brand’s business challenges, give us a call at (206) 285-1940 or email us at SLF@williams-helde.com.
Start from the beginning – Check out the first blog post in our travel series: Insights from your best customers.