Explore (Outdoors)

This traveler is interested in all things outdoors. Activities of interest include hiking, cycling, seasonal scenery (spring flowers blooming, fall colors, etc.), paddling, fishing, wildlife tours, crabbing or clamming, or boat tours (such as the Everglades). The activity level may be fast-paced or leisurely, but it all comes back to enjoying time spent in nature.

Targeting Factors

Intent Layers

All Inclusive
Singles
Families
Couples
Budget

This traveler is likely to be interested in activities that can easily enjoyed without a companion, such as hiking, cycling, seasonal scenery (spring flowers blooming, fall colors, etc.), paddling, fishing, crabbing or clamming.

Families are likely to be interested in all of the original activities, though this might shift slightly for families with very young children. For those travelers, they might be more likely to choose easy hikes and wildlife tours (depending on the logistics).

Couples are likely to be interested in all of the activities originally listed above

This traveler is interested in low- or no-cost activities, such as hiking, cycling, and fishing, and is less likely to be interested in tours.

Channels

Instagram/Facebook
Influencers
Pinterest
Search
Magazines
Visitor's Guides
Word of Mouth
Billboards
TV Broadcasting
Blogs
Media Buy (Vacationist)
Video

Brands

Osprey
Patagonia
REI
Dick's Sporting Goods
Outdoor Research
Mountain Hard
Ultra
New Balance
Adidas
Merrill
Boze
Clif Bars
Neutrogena
Camelbak
Hydra
Oakley
Nike
Jeep
Subaru

Motivations

Exercise
Bonding
Relaxation

Challenges

This traveler may be focused on being outdoors and in the moment, disconnecting from technology and marketing.

Channels

Instagram/Facebook
Influencers
Pinterest
Search
Magazines
Visitor's Guides
Word of Mouth
Billboards
TV Broadcasting
Blogs
Media Buy (Vacationist)
Video

Brands

Osprey
Patagonia
REI
Dick's Sporting Goods
Outdoor Research
Mountain Hard
Ultra
New Balance
Adidas
Merrill
Boze
Clif Bars
Neutrogena
Camelbak
Hydra
Oakley
Nike
Jeep
Subaru

Motivations

Exercise
Bonding
Relaxation

Motivations

Channels

Instagram/Facebook
Influencers
Pinterest
Search
Magazines
Visitor's Guides
Word of Mouth
Billboards
TV Broadcasting
Blogs
Media Buy (Vacationist)
Video

Brands

Osprey
Patagonia
REI
Dick's Sporting Goods
Outdoor Research
Mountain Hard
Ultra
New Balance
Adidas
Merrill
Boze
Clif Bars
Neutrogena
Camelbak
Hydra
Oakley
Nike
Jeep
Subaru

Motivations

Exercise
Bonding
Relaxation

Motivations

Channels

Instagram/Facebook
Influencers
Pinterest
Search
Magazines
Visitor's Guides
Word of Mouth
Billboards
TV Broadcasting
Blogs
Media Buy (Vacationist)
Video

Brands

Osprey
Patagonia
REI
Dick's Sporting Goods
Outdoor Research
Mountain Hard
Ultra
New Balance
Adidas
Merrill
Boze
Clif Bars
Neutrogena
Camelbak
Hydra
Oakley
Nike
Jeep
Subaru

Motivations

Exercise
Bonding
Relaxation

Motivations

The two individuals may enjoy different types of outdoors activities, so DMOs may find success in promoting the variety of options available. If a couple’s outdoors interests are aligned, then there aren’t any major challenges to overcome.
These travelers can be any age, gender, or orientation.

Channels

Instagram/Facebook
Influencers
Pinterest
Search
Magazines
Visitor's Guides
Word of Mouth
Billboards
TV Broadcasting
Blogs
Media Buy (Vacationist)
Video

Brands

Osprey
Patagonia
REI
Dick's Sporting Goods
Outdoor Research
Mountain Hard
Ultra
New Balance
Adidas
Merrill
Boze
Clif Bars
Neutrogena
Camelbak
Hydra
Oakley
Nike
Jeep
Subaru

Motivations

Exercise
Bonding
Relaxation

Motivations

This traveler is interested in spending time outdoors without spending a lot of money. Some expensive activities, particularly tours or those that involve guides or entrance/equipment fees, may be skipped in favor of those that cost little-to-no money, which means less money generated by these travelers. Marketing should focus on value for money or low-cost activities in the area.
This traveler can be any age, gender, or orientation.