As an experience creator, understanding your target audience is crucial to the success of your business.
Our latest Travel Experiences Trend Tracker research has identified a group of travelers who are driving the growth of the experiences economy: the "Explorers."
By focusing on these high-value travelers, you can unlock new opportunities and maximize your revenue potential. Let’s understand them better.
Who are the Explorers?
Explorers are the travelers who are taking more trips, prioritizing experiences, and whose booking patterns are the most important to understand. Our research reveals that Explorers:
- Plan an average of 4+ trips in 2024, compared to just 2.8 trips for the average traveler
- Are 1.7 times more likely to book online than offline
- Are much more likely to consider the “amount of things to do" when choosing a destination
What sets Explorers apart is their desire to immerse themselves in their chosen destinations. For them, experiences aren’t just part of the trip; they ARE the trip.
It’s not just that they travel more, they also want to experience more. Explorers are the cohort that is driving the experiences economy.
In addition, Explorers want to experience a place deeply and create lasting memories by connecting with the local people and culture.
What do Explorers want?
When asked what they hope to gain from their vacations, Explorers expressed a strong desire to:
- Learn new things
- Engage authentically with their surroundings
- Discover hidden gems
- Connect with local culture
As an experience creator, you have the opportunity to tailor your offerings and messaging to appeal to this valuable segment. By highlighting the immersive, educational, and culturally rich aspects of your experiences, you can capture the attention and loyalty of Explorers.
Where do Explorers book?
Understanding the booking preferences of Explorers is key to capturing their business. The research found that this segment is far more likely to have used online channels to book past experiences. In fact, users of GetYourGuide are the most likely to book online compared to any other cohort.
By using GetYourGuide, you are more likely to capture those who prefer to book online as their default preference — and so who are less likely to book direct, no matter the experience.
This highlights the importance of leveraging online distribution channels to reach and convert Explorers.
Turning insights into action
Here’s how you can take concrete steps to attract and retain Explorers:
- Tailor your distribution strategy: Focus on the channels that Explorers prefer, such as GetYourGuide and online booking platforms. By making it easy for them to find and book your experiences online, you'll be more likely to capture their business.
- Highlight immersive experiences: Explorers crave authentic, engaging experiences that allow them to connect with local culture. Showcase the unique, immersive aspects of your offerings in your marketing and messaging to appeal to this segment.
- Encourage online reviews: Explorers rely heavily on online resources to decide what to do in-destination. Encourage satisfied customers to leave reviews on popular platforms to build trust and attract more high-value travelers.
- Invest in digital marketing: With Explorers using online channels to research and book their experiences, it's crucial to have a strong digital presence. Invest in targeted online advertising, search engine optimization, and social media marketing to reach this valuable audience.
The future of travel will be shaped by Explorers
As the travel industry continues to evolve, one thing is clear: the future of travel will be shaped by Explorers. These travelers are not only driving the growth of the experiences economy but also shaping the way we think about travel itself.
By understanding the unique preferences and behaviors of Explorers, you can position your travel business to thrive. And the insights from the 2024 Travel Experiences Trend Tracker can serve as a roadmap for navigating this successfully.
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