With people in the UK set to make over 92 million outbound trips across 2025, the travel industry shows no sign of slowing down. Yet there is one thing we can be certain of; travel is never one-size-fits-all. For some, it’s the ease of an all-inclusive escape; for others, it’s the thrill of discovering hidden gems or indulging in five-star luxury. These varied motivations are reshaping the sector, making travel segmentation more important than ever.

By moving beyond simple demographics and uncovering the behaviours, mindsets, and preferences that drive decision-making, brands can craft experiences and marketing strategies that feel genuinely relevant and deliver measurable results.

Why travel segmentation matters

Travelling means very different things to different people. Some travellers want five-star luxury on a secluded beach, while others dream of trekking across the Sahara Desert and enjoying the stars at night. Treating them as one homogenous group almost always results in bland, generic marketing that fails to inspire action.

By contrast, travel segmentation enables brands to:

• Identify distinct groups of travellers with shared mindsets and behaviours
• Build targeted propositions that feel relevant and personalised
• Create data-driven marketing campaigns that speak to each audience
• Make smarter decisions about pricing, promotions, and product development

What demographics alone can tell us

Our recent research into UK travellers highlights how preferences and behaviours vary across different demographics and attitudes.

• Social media influences younger travellers: 68% of 18–39-year-olds have used social media for travel inspiration, and one in three have booked a holiday or activity after seeing it online. Instagram and TikTok dominate this space, with aspirational travel content driving bookings.
• Older travellers look elsewhere: Among consumers aged 40–65, 65% say they don’t use social media for travel inspiration, and just 13% have booked after seeing travel content. This group is more likely to engage with Facebook or YouTube, demonstrating the need for different channels and messaging.
• Different holiday types appeal to different mindsets: Beach holidays, family trips, and city breaks remain popular across all groups, but younger audiences are more likely to opt for adventurous options such as skiing, road trips, or romantic getaways. Men are also more likely than women to take solo trips, go camping, or book safaris.

These differences show that demographic groups can work as a good starting point, however to truly understand your audiences, you need to delve deeper into their motivations, preferences, and behaviours.

Why demographics often isn’t enough

While looking at broad categories such as age, location, or gender can be useful, it often doesn’t provide enough depth for meaningful action.

For example, in our recent survey, almost 50% of respondents had children under 18 in their household. Yet only 53% of those identified as “family travellers” who prioritise their children’s needs when planning a holiday. Simply knowing that someone has children doesn’t mean they are looking for family-focused products or packages.

Similarly, 16% of respondents identified as ‘UK holidayers’, yet they didn’t belong to a specific age, gender, or location demographic. What defined them was behaviour – a preference for staying closer to home and a higher likelihood of choosing camping or caravanning as their preferred accommodation. Without segmentation that goes beyond demographics, these valuable insights would be missed.

Case study: transforming cruise marketing

Our work with a leading international cruise operator highlights the true impact of travel segmentation in action.

By combining robust quantitative data with rich qualitative insight, we identified a set of clear, distinct traveller segments – profiles that were instantly recognisable to the business and packed with actionable insights.

Armed with these insights, the company was able to transform its marketing and onboard experience strategy. Digital ads, email campaigns, and promotions were redesigned to align with the unique motivations and expectations of each segment, ready to deliver more relevant messaging, stronger engagement, and measurable improvements in customer satisfaction and sales.

How travel brands can harness segmentation

To make the most of travel segmentation, brands should:

1. Invest in audience research – Combine quantitative and qualitative data to build a clear, nuanced understanding of your travellers
2. Build actionable segments – Go beyond surface-level demographics to identify shared motivations, behaviours, and barriers
3. Prioritise high-value segments – Focus efforts on the segments with the strongest growth potential
4. Tailor your messaging and propositions – Personalisation is key to engagement, whether it’s through email, social campaigns, or in-destination experiences
5. Measure and evolve – Track performance and adjust as preferences and market conditions change

The bottom line

By investing in travel segmentation, brands can build a deeper understanding of their audiences, create experiences that resonate, and ultimately drive loyalty and growth.

If you’re ready to explore how travel segmentation could help your business connect more effectively with your audience, get in touch with us at Clusters.