The Journey Personas Report 2023 gives advertisers an understanding of U.S. vacationers preferences to raised goal audiences
New York and Paris – Dailymotion, the main impartial, worldwide video advertising platform, has right this moment launched its Journey Personas Report 2023 which identifies U.S. native journey tendencies that support advertisers and entrepreneurs working with tourism boards and journey manufacturers to raised conceptualize their promoting technique in 2023.
By way of this analysis, Dailymotion Promoting recognized 5 personas, or deduplicated segments which can be distinctive in nature within the journey class, and decrypted their various views to assist entrepreneurs and advertisers develop exact concentrating on methods. The 5 personas comprise:
The Rejuvenator
– This group goes on trip to bask in pure leisure they usually search for the perfect returns on their journey investments.
– A shocking 23% of this persona is made up of 18- to 29-year-olds, which might point out burnout from the millennial workforce as an element.
– Most well-liked content material contains tv, music, dance, animated films, video gaming and weight reduction.
The Seaside Sojourners
– This group goes on holidays to loosen up with household they usually search for cost-effective and hassle-free holidays.
– Travels on this persona favor to take lengthy street journeys (2+ hours), and 50+-year-olds dominate this persona at 47%.
– Most well-liked content material contains tv, video gaming, rock music, meals, geography and sports activities.
Luxurious Adrenaline Seekers
– This group get pleasure from outside actions equivalent to mountaineering or browsing, but additionally wish 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 previous (+10 level elevate).
– Most well-liked content material contains 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, strive 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 contains foods and drinks, sports activities, actuality TV, theatre, journey, live performance and music occasions.
The Culturally Linked
– This group considers holidays as a time to get pleasure from good climate and loosen up whereas studying new cultures.
– This group prefers to take lengthy automotive rides (2+ hours) or the practice to succeed in their vacation spot.
– Most well-liked content material contains comedy television, world music, geography, documentary films, politics, zoos and aquariums.
By way of these personas, Dailymotion Promoting discovered:
– 47% of People touring domestically will select to drive not less than 2 hours to get to their vacation spot, whereas 36% will decide 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 fascinated with home journey within the winter.
– Solely 25% are fascinated with experiencing the native delicacies and nightlife.
– Solely 9% cite the power to work distant as a driver to journey to a vacation spot.
– Solely 6% cite “recognition 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 prepared to journey 2+ hours for a trip somewhat than fly. Plus, the expansion in adoption of digital autos could also be influencing journey preferences and serving to to chop journey prices. A mixture of those components is opening alternatives for native journey companies,” mentioned Nikhil Jain, Director, Insights and Information Options at Dailymotion. “As well as, People are separating work and trip, with solely 9% deciding on locations primarily based on potential to work distant, and 43% seeking to bask in pure leisure throughout their day without work.”
Methodology
Dailymotion Promoting carried out a CAWI questionnaire, on the Dailymotion platform, in the USA 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 when it comes to 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 huge scale in a model secure atmosphere by way of participating video stock. The video advertising platform is constructed on a light-weight, versatile participant, paired with intuitive algorithms that present fastidiously chosen suggestions primarily based 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 reports, 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.
