Romance
Whether it’s a once-in-a-lifetime (e.g., honeymoon) or regularly scheduled trip, couples who travel for romance plan in advance to make this vacation special and rekindle that romantic spark. Each couple may be different in terms of what they see as romantic. Some want an ocean view in a tropical paradise, others mountains and hiking in the wilderness, and others dining and culture in a city. No matter the scenery, luxury is a must. Couples look for potential for upgrades to high-end hotel rooms, spa days, and romantic excursions. Couples want options for fancy, intimate dinners on property and throughout the location they choose. LGBTQ couples may have special requests, looking for inclusivity and acceptance. Many couples who are traveling for romance search for adults-only features. They want everything to go smoothly to truly get away from their routine.
Couples who travel for romance typically have savings or high disposable income. Romantic getaway travelers have an income that is higher than average ($67,000 romantic vs. $45,000 avg).
Targeting Factors
Intent Layers
Travelers with household income in the top 30% have disposable income to spend on romantic travel. Those with a higher HHI are more likely to travel for a romantic event (e.g., honeymoon, anniversary), no reason at all, or even just for fun than those with a lower HHI.
Travelers in the 25-54 age ranges are the main travelers of romantic getaways. Romantic travelers without children in their households took more getaways in the past 12 months than romantic travelers with children (3.1 vs. 1.9 trips, respectively).
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Challenges
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Motivations
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Motivations