The Journey Personas Report 2023 offers advertisers an understanding of U.S. vacationers preferences to higher goal audiences
New York and Paris – Dailymotion, the main impartial, worldwide video advertising and marketing platform, has at this time launched its Journey Personas Report 2023 which identifies U.S. native journey tendencies that assist advertisers and entrepreneurs working with tourism boards and journey manufacturers to higher conceptualize their promoting technique in 2023.
Via this analysis, Dailymotion Promoting recognized 5 personas, or deduplicated segments which might be distinctive in nature within the journey class, and decrypted their assorted views to assist entrepreneurs and advertisers develop exact focusing on methods. The 5 personas comprise:
The Rejuvenator
– This group goes on trip to bask in pure leisure and so they search for the most effective returns on their journey investments.
– A stunning 23% of this persona is made up of 18- to 29-year-olds, which may point out burnout from the millennial workforce as an element.
– Most well-liked content material consists of tv, music, dance, animated films, video gaming and weight reduction.
The Seaside Sojourners
– This group goes on holidays to calm down with household and so they search for cost-effective and hassle-free holidays.
– Travels on this persona desire to take lengthy street journeys (2+ hours), and 50+-year-olds dominate this persona at 47%.
– Most well-liked content material consists of tv, video gaming, rock music, meals, geography and sports activities.
Luxurious Adrenaline Seekers
– This group take pleasure in outside actions equivalent to mountaineering or browsing, but additionally need to expertise consolation and luxurious, such as you would at an all-inclusive resort.
– In comparison with the Rejuvenator and the Seaside Sojourner, 43% of this group is between 30 to 49 years outdated (+10 level carry).
– Most well-liked content material consists of music, amusement and theme parks, parks and nature, journey, actual property, and insurance coverage.
The Household Explorers
– Throughout holidays this group likes to spend time with household, attempt native cuisines and prioritizes locations that allow them to spend high quality time collectively.
– 29% of 18- to 29-year-olds make up this group, the very best share for this age group throughout personas.
– Most well-liked content material consists of food and drinks, sports activities, actuality TV, theatre, journey, live performance and music occasions.
The Culturally Related
– This group considers holidays as a time to take pleasure in good climate and calm down whereas studying new cultures.
– This group prefers to take lengthy automobile rides (2+ hours) or the prepare to succeed in their vacation spot.
– Most well-liked content material consists of comedy television, world music, geography, documentary films, politics, zoos and aquariums.
Via these personas, Dailymotion Promoting discovered:
– 47% of People touring regionally will select to drive at the very least 2 hours to get to their vacation spot, whereas 36% will choose to fly.
– 43% of People are in search of some “time-out” to bask in pure leisure.
– 26% of youthful People (18 to 29 age group) are all in favour of home journey within the winter.
– Solely 25% are all in favour of experiencing the native delicacies and nightlife.
– Solely 9% cite the flexibility to work distant as a driver to journey to a vacation spot.
– Solely 6% cite “reputation of the vacation spot” of a driver to journey to a vacation spot.
“The final 12 months vacationers skilled misplaced baggage nightmares and delayed and cancelled flights, which is likely to be why practically half of People are keen to journey 2+ hours for a trip reasonably than fly. Plus, the expansion in adoption of digital automobiles could also be influencing journey preferences and serving to to chop journey prices. A mix of those elements is opening alternatives for native journey companies,” mentioned Nikhil Jain, Director, Insights and Knowledge Options at Dailymotion. “As well as, People are separating work and trip, with solely 9% deciding on locations based mostly on skill to work distant, and 43% trying to bask in pure leisure throughout their day off.”
Methodology
Dailymotion Promoting carried out a CAWI questionnaire, on the Dailymotion platform, in the US of America, from February 24, 2023 to March 3, 2023 with 1,333 respondents to know their views for native journey in 2023. The survey responses are weighted to have a consultant pattern of the USA by way of age (18+) and gender. The survey respondents had been then crossed with Dailymotion’s first-party knowledge to deeper perceive their pursuits.
About Dailymotion Promoting
Dailymotion Promoting helps model entrepreneurs attain their desired audiences with large scale in a model protected setting by way of partaking video stock. The video advertising and marketing platform is constructed on a light-weight, versatile participant, paired with intuitive algorithms that present fastidiously chosen suggestions based mostly on first-party viewers knowledge, to meaningfully join viewers and advertisers. Based in 2005, Dailymotion is a world video streaming platform that connects over 350 million video-seekers to their private world of stories, sports activities, and leisure content material every month. Dailymotion is owned by Vivendi and headquartered in Paris with places of work in New York, Singapore, and Marseille.
