A journey unto itself, life is an adventure that unfolds with the passing of years. With that thought in mind, it stands to reason that just as individuals shift and change over time so too do their travel habits. From the carefree solo adventures of youth to the memory-making holidays of a young family to the footloose freedom enjoyed by empty-nesters, travel is different at every phase of life.
Indeed, TripAdvisor’s recent Travel Through Life report explores this exact phenomenon, revealing how the mindset and motivations of travellers change over time. For destination marketing organisations (DMOs), these insights are a powerful opportunity, one that represents a chance to engage with visitors in the most comprehensive sense, helping them to make the most of their travels during each and every phase of life’s great journey.
Beyond demographics: Why life stage matters
For destinations that truly want to attract visitors, it’s no longer enough to target travellers based solely on hard demographics like age or income. Rather — as the findings by TripAdvisor indicate — it’s important to consider how the decisions made by a modern traveller are rooted in and influenced by the context of their present life. Let’s compare, for example, the age profile of a recent graduate considering a gap year with that of a young family planning a school holiday. Though both might be comparable in age, they’ll be seeking very different experiences from their chosen destination.
By taking the time to understand these finer nuances of thought and motivation, DMOs can create the kind of content that speaks directly to the desires and — let’s face it — even to the concerns that travellers might have as their priorities shift over time.
Embracing travellers along life’s continuum: real-world examples
Within the wider travel industry, it’s clear that forward-thinking destinations are already embracing this mindset. Among our clients here at Simpleview, we note many are already creating content that targets these subtle variations in preference. For example:
- Visit Belfast smartly utilises content to showcase all the city has to offer young adult travellers, particularly those who like to explore in groups. From food trails to nightlife itineraries, its website content is supported by itineraries and user-generated content (UGC) to showcase fun social experiences in real-time.
- Visit Lake District features a standalone page that helps travellers of all ages and abilities plan their perfect trip. From information on accommodation and walking routes to inspiring activities, the careful inclusion of finer details ensures everyone can enjoy their time in this part of England.
- Visit Devon offers family-first travel guides incorporating content co-created by local families. This is a point that not only makes this region feel authentic, but serves to offer reassurance to visitors with young children.
Key takeaways for destination marketers
For DMOs, the chance to engage with travellers throughout every phase of their life is an opportunity not to be missed. Those seeking to reap the rewards of this comprehensive level of engagement should consider implementing the following elements into your marketing approach:
- Audit and segment your content: Map existing visitor personas to life stages and identify any gaps in your messaging or content. Consider utilising dynamic, tailored content to target specific personas.
- Support pre-trip planning: Travellers in many phases in life — particularly those with families or accessibility needs — rely on robust, clear online information during their decision-making process. Tools like the Simpleview CMS allow DMOs to maintain accurate, engaging listings with everything from facility details to real-time events.
- Leverage UGC smartly: Peer validation is vital, especially for younger travellers. Integrate UGC across landing pages and social media using Simpleview’s CrowdRiff integration to build authenticity.
- Design for accessibility: Older visitors and those with mobility requirements value clarity. With AudioEye, you can include accessibility filters and search tools into your listings to ensure your destination is inclusive and discoverable.
- Lean on local voices for authentic engagement: Above all, it’s important to know that life-stage marketing isn’t about stereotypes — it’s about relevance. If you want the place you represent to be relevant to travellers at every phase of life, collaborate with residents within your destination to gather the kind of insight that can help to build an authentic platform for engagement.
Just like life itself, the preferences, needs, and motivations of travellers unfold with the passing of time. By tuning into these shifts and changes, DMOs can create tourism strategies that are more meaningful, more inclusive, and, ultimately, more successful. At Simpleview, now a part of Granicus, we’re proud to partner with the destinations ready to embrace these real insights — and to provide the tools that make it possible.
