Hilton spots a whole new segment of travellers
A survey for Hilton Worldwide's global brand Hampton by Hilton has identified a new type of traveller that has been defined as the 'Seekender', which regularly takes advantage of weekends to spontaneously enjoy new experiences, with travel being at the top of the list.
The study, conducted by Wakefield Research, also revealed that Seekenders base their travel around four main types of activities/passions: food, sports, music or the great outdoors. Respondents across different generations also agreed that hitting the road for adventure and having experiences in life ranks higher than money.
"Knowing that 68% of Americans would rather embark on a bucket list trip than get a big promotion gives a new meaning to Hampton by Hilton's We Go Together campaign," said Judy Christa-Cathey, vice president of focused service brand marketing for Hampton by Hilton.
Other findings from the survey included that:
- 82% of working Americans would travel for a year without pay if money weren't a concern;
- 49% of Americans rank "traveling to other countries" above buying their dream car;
- 51% would prefer a trip that takes them out of their comfort zone;
- Nearly one half of respondents agreed that the best thing about experiencing something new is making a lifelong memory, followed by sharing it with family and friends, (28%) and discovering something new (22%).
As part of Hampton by Hilton's efforts to inspire Americans to "seize the weekend", the brand is enlisting the Ultimate Seekender Team - a group of travel-savvy influencers who will celebrate the weekend and boldly explore the "global neighbourhood". Their adventures and other surprises will be captured and shared online at click here. Launched earlier in 2015 with a series of ads, the We Go Together campaign blends music and emotion to go beyond the functional benefits of the hotel experience. From jamming out to a concert with a best friend to reconnecting with loved ones on a weekend escape, We Go Together embodies the spirit of travel and Hampton by Hilton's promise to seek out the best moments alongside its guests. The brand has also partnered with Live Nation to encourage concert lovers to seek out their music passions.
Sources: Hilton Worldwide; Wakefield Research / The Marketing Factbook.
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