Events
The event traveler has disposable income and a desire for unique experiences surrounded by like-minded people. They want to escape their routine to immerse themselves in an experience that they can’t find at home.
Many travelers will plan a trip around an event. According to TripAdvisor, 28% of surveyed travelers have traveled for a music event and 26% for another event or festival.
Although some event travelers scrounge together just enough cash for a ticket and figure out the rest later, most have higher disposable income due to the costs involved with event tourism (ticket, transportation, lodging, dining, etc.). Travelers with a high household income are more likely to travel for a music event or festival than travelers with a lower HHI, according to TripAdvisor.
Targeting Factors
Intent Layers
The 18–24 and 25–34 age ranges are a key demographic in event tourism. Millennial and Gen Z travelers are 27% more likely to splurge on events than other attractions, according to WYSE Travel Confederation. They would rather spend money on experiences and tend to cut corners on dining and lodging.
Travelers in the 55–64 and 65+ age ranges often have more free time than younger travelers because they’re at the age of retirement and don’t have young children. According to AARP, baby boomers are more likely to travel for a sporting event than millennials.
Travelers with household income in the top 20% have disposable income to spend on event tourism. Since event tourism incurs many costs (ticket, transportation, lodging, dining, etc.), those with a high HHI are more likely to travel for an event than those with a low HHI.
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Brands
Motivations
Challenges
Channels
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Motivations
Channels
Brands
Motivations
Motivations
Channels
Brands
Motivations
Motivations