Exploring the Five Travel Personas of U.S. Travellers

A recent study conducted by Talker Research and commissioned by Go City has identified five distinct travel personas among American tourists. These personas—masterminds, thrillseekers, vacay scouts, connoisseurs, and floaters—highlight the diverse preferences and priorities travelers have when planning their vacations. The study also reveals commonalities in travel preferences, such as the importance of exploring new locations and finding great food. Despite these differences, the ultimate goal for all travelers remains the same: to enjoy their trips and create memorable experiences.

A recent survey of 2,000 U.S. travelers found that most adopt a specific travel persona when planning their trips. Conducted by Talker Research and commissioned by Go City, the study categorizes travelers into five primary personas based on their vacation preferences: masterminds, thrillseekers, vacay scouts, connoisseurs, and floaters.

The Five Travel Personas

The study identifies “Masterminds” as the largest group, comprising 37% of respondents. These travelers enjoy the planning aspect of travel, focusing on booking accommodations and securing event tickets. “Thrillseekers,” comprising 26% of the sample, are drawn to adventure and exploration and often engage in activities such as city tours and amusement park visits.

“Vacay Scouts,” representing 6% of respondents, are characterized by their preparedness, whether it’s relaxing by the pool or attending concerts. “Connoisseurs,” accounting for 16%, prioritize culinary experiences, with a significant focus on discovering great food. Finally, “Floaters,” at 14%, prefer a more laid-back approach, enjoying the journey without extensive planning.

Common Travel Preferences

Despite the diversity in travel personas, the study found common ground among all groups. On the first day of vacation, 38% of travelers prefer to begin exploring the destination, 23% check for nearby attractions, and 22% look for dining options. A smaller percentage, 9%, opt for taking a nap.

The study also highlights that 48% of respondents prioritize finding great food during their travels, surpassing interests in local exploration and visits to historic museums. Furthermore, 69% of travelers have planned trips centered around specific experiences, such as attending concerts or visiting famous landmarks.

Budget and Travel Mishaps

Budget considerations play a significant role in travel planning. Eighty percent of respondents emphasize the importance of staying within budget, with many willing to forgo souvenirs, hotel upgrades, and dining at upscale restaurants to manage costs. When it comes to extending trips, three in four travelers would consider adding an extra day if they are enjoying their vacation, with an average additional cost of $1,156.

Travel mishaps are also common, with 79% of participants experiencing issues such as forgetting essentials, getting lost, losing belongings, or missing transportation.

Conclusion

The study underscores the varied preferences and priorities of American travelers, while also highlighting shared interests in exploration and culinary experiences. Regardless of their travel persona, the overarching goal remains consistent: to enjoy the journey and create lasting memories. As Judy Gauthier, chief commercial officer at Go City, notes, “Regardless of what personality types people embody, there’s a universal agreement that seeing attractions, eating good food, and having an overall great experience all make for a great trip.”