Work
Travelers who visit a location for work or professional purposes could be attending a conference accompanied by coworkers or solo to meet a client or conduct research. These travelers typically have the budget for efficient and reliable travel accommodations—such as flights, hotels, and rental cars—as their expenses will typically be covered by their employer. They are well-educated and have high incomes. According to the U.S. Business Travel Economic Impact Report, about two-thirds of business travelers have a bachelor’s degree or above, and earn an average HHI of $82,000. Six of 10 of these travelers are male, although the number of women traveling for work has taken a sharp upturn over the last decade. The average business traveler is 45.9 years old, according to the U.S. Travel Association.
Targeting Factors
Intent Layers
Because these travelers are on-the-go for work, they typically travel solo, even if they have a partner or family at home. Their behavior may be different on work trips because they don’t have to worry about tending to other people (besides their clients or coworkers) like they are used to.
For those traveling with the intention of working, coworkers will serve as friends. Coworkers may be this traveler’s friends outside of work as well, or they may just be people they find common ground with out of necessity when in the work environment.
Channels
Brands
Challenges
Channels
Brands
Motivations
Channels
Brands
Motivations