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

All Inclusive
Top 30% HHI
Ages 25-54

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).

Channels

Instagram/Facebook
TrueView
Blogs
Influencers
Search
TV Broadcasting

Brands

Netflix
Hulu
Tiffany & Co
Argyle Wine
The Knot
Honeyfund
Zola
Travel + Leisure
Kiwi Collection
Wyndham
Hyatt
Four Seasons
Hilton
Marriott
Airbnb
Royal Carribbean Cruises
Carnival Cruises

Challenges

Romantic travelers can come from many different demographic backgrounds, making it challenging to target them
While most romantic partners enjoy similar experiences, they may need to compromise on some travel plans

Channels

Instagram/Facebook
TrueView
Blogs
Influencers
Search
TV Broadcasting

Brands

Netflix
Hulu
Tiffany & Co
Argyle Wine
The Knot
Honeyfund
Zola
Travel + Leisure
Kiwi Collection
Wyndham
Hyatt
Four Seasons
Hilton
Marriott
Airbnb
Royal Carribbean Cruises
Carnival Cruises

Motivations

Oversaturation of content
With a disposable income they have the ability to pick and choose where they want to travel without much influence from marketing

Channels

Instagram/Facebook
TrueView
Blogs
Influencers
Search
TV Broadcasting
Visitor's Guides

Brands

Netflix
Hulu
Tiffany & Co
Argyle Wine
The Knot
Honeyfund
Zola
Travel + Leisure
Kiwi Collection
Wyndham
Hyatt
Four Seasons
Hilton
Marriott
Airbnb
Royal Carribbean Cruises
Carnival Cruises

Motivations

The younger couples of this group could be starting families and have young children, limiting them on how often they travel
The mid-range couples with families will need to think about seasonal travel and determining travel around school breaks