This lesson describes traveller typologies or buyer personas and the importance of
targetting these, rather than just focussing on geographies.
By the end of this lesson, you should be able to:
- Understand the different types of traveller typology.
- Understand the relationship between type of product or service and traveller typology.
- Identify the key traveller typologies to target for your travel business.
Let's think a bit more specifically than foreigners versus Sri Lankans. Yes, geography is part of it, but that's not the full story. Some people from Colombo or New York or Berlin might have a whole lot more common than what sets them apart, and you can appeal to them in the same way. Others from the very same places might be very different, and you would appeal to them very differently.
What do they want?
The following traveller typologies, based on those suggested by hospitality brand strategists Quo, illustrate groupings based on what they want and what the needs are that you can meet:Novelty
Desire to find something new - whether a tangible place to visit or intangible life experiences.
This traveller might head off to comb the coast for new 'secret' surf spots, or undertake a silent retreat at a temple to meditate.
Exploration
Willing to see and explore all a destination has to offer.
This traveller wants to see and do it all, combining all kinds of different experiences into one trip, from yoga at dawn to surfing at dusk, and temple visits and food feasts inbetween.
Affordable escape
Seeking a destination for an enjoyable escape within a budget.
This might be a local Sri Lankan family taking their first every long weekend away together, or backpackers staying for months on measly daily budgets.
Recharge
The chance to unwind and escape in a peaceful destination - whether alone or with others.
Take note of this traveller typology: it's probably the fastest-growing type, and one that can be catered for supremely well within Sri Lanka's environmental and cultural richness. This traveller is not looking for a jam-packed trip - it's all about slowing down, feeling an unhurried pace, and feeling all the richer for it. You don't need to provide activities for them, but you do need to guarantee peace and quiet.
Romance
Travel with a significant other, to feel close and share intimate moments.
Honeymooners, second honeymooners, or those looking to meet their soul mate: Sri Lanka already offers so much for this type of traveller. What might your tourism business do to target this type of person specifically?
Active
Seeking to enjoy outdoor leisure and recreational activities of interest.
For some people, being active is what holidays and travel are all about. Many people actually fear boredom. The idea of lying on a beach doing nothing all day sounds like a terrible idea to them. Are there bicycles or kayaks you could offer them? Possibly the tough hike to that historic site over there is more enticing to them than the actual site itself?
Socialising
Travelling with friends or to interact with like-minded individuals on their travel.
Many travellers are specifically looking to meet other people - they love the idea of a homestay, so as to meet local families. Or they love staying in hostels, not just because it's cheaper, but because they'll meet loads of other people like themselves there.
Togetherness
Travelling as a family with the primary focus of bonding and creating memories.
Some types of travellers are less interested in where they go than who they go with. They might love a simple place where the children can run around and play, with no worries about damaging furniture or breaking things, and where the adults can relax and enjoy eachother's company.
Indulgence
Seeking time away in luxurious surrounds primarily to pamper themselves and relax.
Remember that 'luxury' means different things to different people: for some, it's bling five-star resort with room service, for others, it is exclusivity - a whole beach to themselves, for example, or a special meal prepared just for them.
Prestige
Seeks an experience that enhances and reinforces their high social standing.
In the age of social media, the prestige traveller is a dominant typology. But definitions of prestige vary greatly. What do people regard as prestigious? What would they want to brag about on social media so as to get respect and admiration?
Who do you want?
What kind of people are you hoping to attract to your tourism business? Which of the needs expressed in the list above are you willing and able to meet?At most, pick 4 of these. Two are possibly things you can offer right now, and another two are the direction in which you would like to aim.
Then think about how you can meet those needs. And how you can let them know that it's your tourism business that has the solutions they want.
Once you know who your target audience is, you can begin to use the right tools to attract them.