Now that the post-pandemic traveller’s profile and preferences have changed, simple travel plans have been replaced by demand for niche travel, and marketers will need to employ different tactics to attract a new breed of tourist.

Why it matters

Travel personas have become more nuanced, and understanding them across markets will reveal which countries have the most potential travellers, thus helping marketers to design tailored campaigns that leverage each destination’s biggest attractions for those markets.

Takeaways

• The various travel persona categories are based on budget and a traveller’s comfort or desire to explore by themselves.
• The 3As and 3Ds strategy...