A deep understanding of the customer is one of the keys to the successful marketing of tourism products and services in the medium and long term. For this reason, BRAINTRUST has conducted a detailed study of all young Spaniards to find out how they travel, Millennials and Z's, in a new wave of the NextGen Barometer, to help companies in the sector to define and implement their business strategies.

According to why, what for and how they travel, and not only based on socio-demographic values, BRAINTRUST has identified 6 types of youth segments, in each of which travellers behave in a very homogeneous way. "Focusing the offer, the type of communication (messages, channels, etc.) and the commercial strategy towards those groups that each brand wants to address will facilitate the success of tourism companies. To reach each of them, the strategy has to be different. It is no longer enough to treat all young people the same, or to be only on social networks, or to compete only on price. The development of innovative business models with ad-hoc proposals requires an intelligent analysis of customer data, understanding their motivations, knowing their characteristics and applying this knowledge to all marketing and sales actions. This is where we help companies in the tourism industry to evolve and make the most of business opportunities.", says Ángel García Butragueño, Co-Director of the Tourism Barometer and Head of the Tourism and Leisure Division at BRAINTRUST.

The segments identified by BRAINTRUST and their market presence are:


Culturetas: "travel to discover".

With a healthy lifestyle and an awareness of the environment and sustainability, the Culturetas are high budget travellers, spending an average of €925 per trip, €242 more than the market average.

Motivated by discovering new things such as heritage (51% vs. 9% of the market average), attending concerts (12% vs. 2%) or tasting the typical gastronomy of the places they visit, these young people spend more time thinking about and planning their trips. They are the ones who travel alone the most, to experience moments of self-reflection and the duration of their trips is longer than the average.

Being a profile that is very fond of social networks, culturetas get information from specialised blogs, search and compare prices, use apps to manage the services or products they consume and like to shop online. They book their accommodation directly with the company (41% compared to 35% of the market), preferring accommodation that offers additional services such as airport transfers and that is easy to pay for. They prefer to contract individual services and 18% choose traditional airlines.

This profile of travellers, who are mostly male, highly educated, even with a PhD, and mainly living alone, accounts for 10% of the market.


Outsiders "travelling to escape fashions".

Not very technological and little followers of fashions and brands. These are the Outsiders, a traveller profile that shows no interest in social networks, neither to consult the opinions of other users nor to share their daily lives, and who prefer face-to-face shopping to online shopping.

With an average of 3.2 trips per year (compared to an overall average of 2.8), Outsiders travel with family or friends mainly to visit acquaintances (31%) or to see the local heritage (55%). Their aim is to feel like a part of the places they visit and to find out more about the destination, although local gastronomy is not what motivates them most.

They spend a lot of time planning their trips as they like to take pre-booked activities such as excursions or cultural events, although they also book guided tours or sporting events at the destination. Their main booking channels are traditional agencies (3% more than the average) or directly with the company (6% more).

They mainly travel within Europe by low cost airlines, bus (11%) or train (15%) and stay in rented houses, hostels or their friends' residence.

This segment, which accounts for 7% of the market, is made up of high-level students who usually have a third degree or master's degree. They live with their parents or share a flat.


Young people "travelling to rest".

Driven by relaxation (68%) and entertainment (29%) when travelling, the Viejóvenes are mainly women with a low level of education who live with their partner outside capital cities.

They are the group that spends the most time booking travel. As low users of technology, they prefer offline shopping and are mainly informed through face-to-face travel agencies (18% vs. 15% overall).

They do not make many trips throughout the year and their stays are short and in pairs, mainly in domestic destinations (73% compared to 67% of the market). They book short term and do so in the form of organised packages (14% compared to an overall average of 9%). Their objective is tranquillity, so they are not interested in activities at the destination such as excursions or tickets to shows.

58% use their own car for their journeys, stay in beach hotels (4 percentage points above the average) or in tourist flats, where they are mainly looking for good facilities. This profile of travellers accounts for 18% of the market.


Trekkers "travel to connect with nature".

To live new experiences that take them out of their comfort zone. These are the Trekkers, a segment for whom nature is their main interest when travelling (59% vs. 11% of the market average), although they are also motivated by gastronomy (30% vs. 5%).

One of their main characteristics is that they tend to book accommodation directly at the destination, where restaurants are the main aspect they take into account when choosing a destination (4 percentage points above the overall average), as well as gastronomic and wine experiences, sports or health and wellness activities.

These are travellers who choose destinations within Spain (70%) who arrive in their own car (57% vs. 51% of the global average) and who stay in mountain hotels (4% vs. 2% of the market).

This group, which accounts for 18% of the market, is mainly made up of women who live in a couple with or without children of large capitals, and who, although they are not great lovers of technology, are active in social networks, use eBooks and apps to manage the products or services they consume.


Hyperconnected "travelling to tell the tale".

The Hyperconnected are men with an average level of education, very active on social networks where they share their day-to-day life and their travels. With an extremely digital profile and always up to date with the latest trends, this segment of travellers organises their lives with the help of electronic devices, leads a healthy lifestyle and prefers to have lots of plans rather than stay at home.

With an average budget of €857 per trip, (€174 above the market average), the Hyperconnected are driven by an interest in seeing new places when they travel. Very fond of using aggregators and online comparison sites, these travellers spend a lot of time booking their trips, and are also the ones who book the most in advance.

They always shop online and like to compare prices, although they prefer brands and exclusive and personalised treatment, opting for dynamic packages. They travel alone (12%) to European destinations, onlow-cost airlines (57%) and stay in urban (33%) and beach hotels (21%) , which they choose based on exclusivity, facilities and ease of payment. This traveller profile accounts for 11% of the market.


Disfrutones "travel to enjoy".

The largest group is that of the "enjoyers" (they account for 36% of the market). They are women, with a high level of education, who prefer to have their free time very busy with plans rather than staying at home.

Lovers of music, series and films via online platforms, Disfrutonas travel with friends to see new places (69% vs. 30% of the global average) or motivated by culture (30%, vs. 12% of the global average) and within the different phases of the trip, they are the ones who invest more time in the enjoyment of the trip (44% vs. 42% of the market).

They like to choose their trips through individual services and get information through specialised blogs that help them decide their next destinations. They are not very keen on online shopping and do not place too much importance on brands or exclusive treatment when it comes to purchasing. They travel mainly in Europe(27%) and uselow cost airlines as a means of transport. They choose well-connected tourist flats for accommodation and like to pre-book activities such as guided tours, cultural events and shows.

"Although we tend to think that all members of the same generation are the same, the reality is far from being the same" says José Manuel Brell, Co-Director of the Barometer, and Head of the Quantitative Research and Modelling practice at BRAINTRUST. How segments that are highly influenced by trends (such as the hyper-connected or the culture-conscious) approach travel has nothing to do with how profiles that do not use technology (such as the outsiders) or young people motivated by a relaxing trip (such as the oldies) do it. Defining which is the segment of greatest interest for each company, and adapting our communications to their consumption habits, should be the first step to be taken by all suppliers in the tourism sector, who are increasingly asking for our help in designing their commercial, marketing and communication strategies".