Nightlife

The nightlife traveler visits a location for partying, drinking, nightclubs, live music, gambling, and the singles scene. They typically travel with friends, often to celebrate a special occasion such as a birthday or bachelorette/bachelor party. They go to cities that have a large concentration of bars in one area so they can easily bar hop. Public transportation and taxi or ride-share services are key. Nightlife travelers typically choose noisy larger cities but not always—for example, Providence, RI, is a top city for nightlife. These travelers want to go to popular places where they can meet other people who are also interested in a fun and exciting night out. They want to experience the culture of a destination through its bar scene and restaurants.

Targeting Factors

Intent Layers

All Inclusive
18–34
Celebration
Gamblers

This is the most prevalent subgroup for this intent. This is the stereotypical age group that travels for nightlife. They are heavily influenced by trends from friends, social media, blogs, and celebrities. Income varies wildly, as some may be looking for a cheap dive bar experience while others are going to high-end clubs.

These are people who are jumping into the nightlife scene because of a specific occasion or life event. Think birthdays, bachelorette/bachelor parties, and girls’/guys’ weekend getaways. They may be looking at specific website tailored to wedding parties, birthday ideas, or “top 10 lists”. Use Facebook for advertising to people with recent life changes.

People who travel to gamble are in a specific subset of individuals. They care less about clubs, entertainment, beauty, and shopping. They typically will be in an older age range (older than 35). You can get creative with targeting through gambling apps, Facebook interests, and geofence targeting of casinos.

Channels

Instagram/Facebook
Search
Influencers
Radio
Word of Mouth
Billboards

Brands

Nightclub Hall of Fame
Ultimate Dive Bars
Jack Daniels
Bacardi
MGM Grand Las Vegas
Tiësto or Calvin Harris
MAC Cosmetics

Motivations

Drinking
Dining
Nightlife/Entertainment
Dancing
Beauty
Shopping
Gambling

Challenges

Healthier living movement
All ages potentially fit into this category
Laws around gambling
Laws around bars and alcohol

Channels

Influencers
Instagram/Facebook
Blogs
Search
Word of Mouth

Brands

Nightclub Hall of Fame
Ultimate Dive Bars
Jack Daniels
Bacardi
MGM Grand Las Vegas
Tiësto or Calvin Harris
MAC Cosmetics

Motivations

Drinking
Dining
Nightlife/Entertainment
Dancing
Beauty
Shopping
Gambling

Motivations

Healthier living movement
All ages potentially fit into this category
Laws around gambling
Laws around bars and alcohol

Channels

Instagram/Facebook
Search
Billboards
Word of Mouth

Brands

Nightclub Hall of Fame
Ultimate Dive Bars
Jack Daniels
Bacardi
MGM Grand Las Vegas
Tiësto or Calvin Harris
MAC Cosmetics

Motivations

Bonding
Dining
Nightlife/Entertainment
Drinking
Dancing
Beauty
Shopping
Gambling

Motivations

These celebrations don’t come up all that often, and if you miss the planning window then the opportunity has passed.

Channels

Gambling apps
Geofence Display Targeting of casinos
Instagram/Facebook
Search
Native Ads

Brands

MGM Grand Las Vegas
The Wynn Las Vegas
Bellagio
Borgata
WinStar World Casino
Foxwoods Resort

Motivations

Money
Games
Relaxation
Drinking

Motivations

Many have favorite casinos and are return visitors, so it is harder to change that behavior.