Who is the changing traveller?
In July 2023, SiteMinder conducted its annual Changing Traveller Report research, interviewing more than 10,000 people across 12 markets as part of the largest accommodation-specific survey globally.
With the goal of uncovering the core traits of today’s traveller, we asked 25 wide-ranging questions, analysing the responses by generation, travel plans, household income, travel companion, work plans and preferred accommodation type.
Who is the changing traveller?
In July 2023, SiteMinder conducted its annual Changing Traveller Report research, interviewing more than 10,000 people across 12 markets as part of the largest accommodation-specific survey globally.
With the goal of uncovering the core traits of today’s traveller, we asked 25 wide-ranging questions, analysing the responses by generation, travel plans, household income, travel companion, work plans and preferred accommodation type.
10,000 travellers
12 countries
25 questions
These are the characteristics of the changing traveller we met.
The enduring explorer01
01 The enduring explorer
Committed to travelling, regardless of living costs
At a time when people everywhere are struggling with the basic cost of living, today’s traveller remains stubbornly determined to explore. Impacted by macroeconomic issues? Yes. Do they care? Not really.
Relentlessly prioritising ‘the adventure’, the enduring explorer categorises travel less as a luxury and more as a fundamental aspect of being human. Travel, to them, is both a right and a means of regaining control in an otherwise relentless world.The
digital dependent02
02 The digital dependent
Reliant on new technologies and bound to devices
Trying to limit their screen time, but bound to their devices, today’s traveller relies on a growing network of technology platforms before making any decision, including where to stay.
The digital dependent is adjusting to chatbots and intrigued by AI, but also quickly burnt – ultra-sensitive to online experiences that feel clunky or insecure.
The memory maker03
03 The memory maker
Investing in experiences, in a roaring ‘20s rerun
While travel flows are normalising, today’s traveller is not. Their evolution is set on a different plain. The memory maker is fixated on the unique and the new, and is drawn to the road not yet travelled.
They are quirky-menu-seekers, work from boutique barns and have saved hard to splash additional money, beyond the cost of their room.
The conscious collaborator04
04 The conscious collaborator
An open ally to accommodations and the community
An ally to the industry, today’s traveller is driven to create meaningful connections via their accommodation stay.
The conscious collaborator sees the upsides of communicating closely with their chosen property.
They deeply value the industry’s people and want to have a positive impact on the communities they visit.
These are the characteristics of the changing traveller we met.
Methodology
Powered by Kantar, in July 2023, SiteMinder asked more than 10,000 travellers in 12 of the world’s largest tourist markets (Australia, China, France, Germany, India, Indonesia, Italy, Mexico, Spain, Thailand, UK and USA) 25 accommodation-specific questions.
SiteMinder then analysed responses by gender, generation, location (urban, suburban and rural), travel plans (domestic, international or both), work plans, travel companion, household income and preferred accommodation type. The findings were supplemented with other third-party data, as cited within this report.
Download the Action Plan
It’s clear that, for accommodation providers, winning the business of today’s traveller can’t be done with a blanket or dated approach. So, we’ve put together an Action Plan that outlines how you can best implement the above insights and achieve unbeatable revenue results.