TOURISM PASSION COMMUNITIES

IMMERSIVE EXPLORERS LIKE SPENDING MORE THAN A WEEK IN THE DESTINATION THEY VISIT AND HIGHLY VALUE THE FEEL OF SAFETY

Saudi Arabians and Australians allocate significantly higher amounts - €540 and €210, respectively.

May (21%)June (21%)July (18%)

Tourism Passion Communities

ETC MARKET STUDY

Sample size: 528

Immersive explorers

Travel-related activities undertaken by this group are characterised by a slower pace of events, reflecting a mindset towards learning about a specific interest (or

destination) in depth, rather than exploring many of them superficially. Experiences include taking a different perspective on mundane activities such as choosing alternative

means of travel, but also considering a different viewpoint from the ‘mainstream’ tourist.

THE IMMERSIVE EXPLORERS ARE DYNAMIC, KEEN TO LEARN ABOUT NEW CULTURES AND OFTEN COME FROM DESTINATIONS WITH WELL-DEVELOPED SLOW ADVENTURE TOURISM

Immersive explorers are more often male (57%) and are younger than the average tourist (58% are between 18-34 years old)

Members of this group are commonly couples with children (50%) or solo travellers (34%)

77% of respondents in this group have a bachelor or higher degree of education (i.e. master, doctorate)

Immersive exploration as a reason for travel is particularly relevant for tourists from Canada, Australia, Brazil and the United States

4 OUT OF THE TOP 10 MOST ATTRACTIVE DESTINATIONS FOR IMMERSIVE TRAVELLERS ARE IN EUROPEMost attractive destinations for immersive explorers (share of total preference)

PREFERRED MONTHS TO TRAVEL CHOICE OF ACCOMMODATION PREFFERED TRAVEL PARTNER

FACTORS INFLUENCING THE CHOICE OF DESTINATION

THE AVERAGE DAILY BUDGET per person is €157

AVERAGE LENGTH OF STAY

Middle-class hotel Rented property Guest house/B&B/Hostel Camping Luxury hotel

57%

31%29%

21%

25%

15-21nights

55%

48%

30%

Spouse/partner

Family

Friend(s)

8-14nights

3-7nights

61%59%47%37%34%

Concerns about personal safety Cost of travel Destination’s cost of living Bureaucracy (e.g. difficulties in obtaining a visa)Pollution

Multiple-answer questions

SEEKERS OF SLOW ADVENTURES ARE “INTERNAUTS”. MORE THAN 1 IN 2 USES INTERNET OVER OTHER ALTERNATIVE SOURCES TO RESEARCH AND PLAN THE VARIOUS ASPECTS OF THEIR NEXT TRIP

SOURCES USED FOR TRAVEL PLANNING MOST POPULAR CHANNELS FOR BOOKING

FLIGHTS

THE TOP SOCIAL-MEDIA CHANNELS ARE

ACCOMMODATION

20% Travelmagazines

67% Internet

32% Friends & relatives

43%47% Book via a

travel agent

Book directly with the accommodation provider

58%

Book via online platforms (e.g. booking.com)

Facebook Instagram YouTube

69% 47% 46%

64%

60%

58%

Book directly with the airline

Book an entire travel package through a travel agent

Book via online platforms (e.g. Skyscanner)

The most popular online sources are travel review websites (e.g. Trip Advisor), travel booking websites and social media.

17% 57% 17%

Multiple-answer questions

7%6%5%5%5%4%4%3%3%2%

Australia France

Brazil United Kingdom

Japan Italy

United States Spain

United Arab Emirates Canada

Specific areas of interest

48% Living unique experiences48% Simple life48% Experiencing local life47% Enjoying a slower pace of life40% Road trips 37% Train travel30% Low-cost travel (e.g. back-packing)20% Cyclo-tourism 1% Other

Psychographic profiling

32%

DYNAMIC, ENERGETIC, PASSIONAL, BOLD

32%31%

21%

SIMPLE, PLAYFUL, LIGHT, SOCIAL

CALM, STABLE, CARING, ROMANTIC

SOPHISTICATED, PRECISE, REFINED, PROFESSIONAL

Experiencing/learning about new culturesRelaxingExperiencing new adventuresExpanding your perspectives and opening your mindBuilding and strenghtening your relationships

Motivation to travel

59% 51% 39% 38%

21%

Immersive explorers value the ease of booking and variety of accommodation options in Europe, the hospitality and communication with local people, the feeling of security, availability of information and the wide range of cultural and leisure activities available.

South America competes with Europe in terms of variety and quality of immersive exploration experiences, the value for money, hospitality within the destination, diversity of cultural and leisure activities, beauty of landscapes and food offerings.

The value for money of activities and experiences relating to the particular interest/hobby represents a weakness for Europe in the eyes of travellers from this passion group.

Multiple-answer questions