These days there are labels for various segments of the population that marketers target to create customer engagement and offer a unique customer experience.
A new survey on behalf of Hilton Worldwide’s global brand Hampton by Hilton revealed a new type of traveler that has been labeled the “Seekender.”
According to the study, this new group regularly takes advantage of weekends to spontaneously enjoy new experiences, with travel being at the top of the list. The study, which was conducted by Wakefield Research, also showed that Seekenders base their travel around four main types of activities/passions: Food, sports, music, or the 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, focused service brand marketing and Hampton by Hilton. “We are on a mission to encourage people to go out, play and seek unique weekend experiences and life ‘firsts’ through new travel adventures.”
Here are some other takeaways from the survey:
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 50% 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%).
“With more than 2,000 properties globally, Hampton by Hilton makes it easier for passionate Seekenders to fulfill their dreams,” Christa-Cathey added. “Our great value offering and the signature 100 percent satisfaction guarantee completes the recipe for weekend happiness.”
Launched earlier this year 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.
Wakefield surveyed 1,504 adults nationally between July 15 and July 24, 2015, using an email invitation and online survey.