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 unbiased, worldwide video advertising platform, has at the moment launched its Journey Personas Report 2023 which identifies U.S. native journey traits that help advertisers and entrepreneurs working with tourism boards and journey manufacturers to raised conceptualize their promoting technique in 2023.
By this analysis, Dailymotion Promoting recognized 5 personas, or deduplicated segments which are distinctive in nature within the journey class, and decrypted their different views to assist entrepreneurs and advertisers develop exact concentrating on methods. The 5 personas comprise:
– This group goes on trip to take pleasure in pure leisure and so they search for the very best returns on their journey investments.
– A shocking 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 popular content material consists of tv, music, dance, animated films, video gaming and weight reduction.
The Seaside Sojourners
– This group goes on holidays to loosen up with household and so they 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 popular content material consists of tv, video gaming, rock music, meals, geography and sports activities.
Luxurious Adrenaline Seekers
– This group get pleasure from out of doors actions comparable to climbing or browsing, but in addition 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– In comparison with the Rejuvenator and the Seaside Sojourner, 43% of this group is between 30 to 49 years outdated (+10 level carry).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 popular 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, 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 popular 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 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 achieve their vacation spot.
– Most popular content material consists of comedy television, world music, geography, documentary films, politics, zoos and aquariums.
By these personas, Dailymotion Promoting discovered:
– 47% of People touring regionally will select to drive no less than 2 hours to get to their vacation spot, whereas 36% will choose to fly.
– 43% of People are on the lookout for some “time-out” to take pleasure in pure leisure.
– 26% of youthful People (18 to 29 age group) are considering home journey within the winter.
– Solely 25% are considering 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 “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 may be why almost half of People are keen to journey 2+ hours for a trip relatively than fly. Plus, the expansion in adoption of digital automobiles could also be influencing journey preferences and serving to to chop journey prices. A mixture of those elements 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 skill to work distant, and 43% seeking to take pleasure in pure leisure throughout their day off.”
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 grasp 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 information to deeper perceive their pursuits.
About Dailymotion Promoting
Dailymotion Promoting helps model entrepreneurs attain their desired audiences with large scale in a model protected 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 rigorously chosen suggestions primarily based on first-party viewers information, to meaningfully join viewers and advertisers. Based in 2005, Dailymotion is a worldwide 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 workplaces in New York, Singapore, and Marseille.