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

All Inclusive
18–24, 25–34
55–64, 65+
HHI Top 10%, 11–20%

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.

Channels

Billboards
Instagram/Facebook
Snapchat
Influencers
Radio
Search
Display
Native Ads

Brands

Absolut
American Express
Calvin Klein
Coachella
Coca-Cola
Nike
Pandora
Red Bull
Spotify
Apple
Amazon

Motivations

Drinking
Dancing
Nightlife/Entertainment
Shopping
Bonding

Challenges

The variety of events that attract travelers
Many events attract a diverse crowd, making it harder to effectively target travelers by demo

Channels

Instagram/Facebook
Snapchat
Influencers
Radio
Search
Display
Billboards

Brands

Absolut
American Express
Calvin Klein
Coachella
Coca-Cola
Nike
Pandora
Red Bull
Spotify
Apple
Amazon

Motivations

Dancing
Drinking
Nightlife/Entertainment

Motivations

Travelers in these age ranges are less likely to have disposable income than an older traveler who is more established in their career.

Channels

Instagram/Facebook
Radio
Search
Display
Native Ads
Billboards
Word of Mouth

Brands

Absolut
American Express
Calvin Klein
Coachella
Coca-Cola
Nike
Pandora
Red Bull
Spotify
Apple
Amazon

Motivations

Bonding
Drinking
Dining

Motivations

Mobility may affect someone’s ability or desire to travel for an event.

Channels

Billboards
Instagram/Facebook
Snapchat
Influencers
Radio
Search
Display
Native Ads

Brands

Absolut
American Express
Calvin Klein
Coachella
Coca-Cola
Nike
Pandora
Red Bull
Spotify
Apple
Amazon

Motivations

Status
Drinking
Dining
Shopping

Motivations

The variety of events that attract travelers
Many events attract a diverse crowd, making it harder to effectively target travelers by demo