Visualizing Travelers’ Values and Travel Styles: Introducing the Renewed “Travel Lifestyle Segmentation 5”

TLS5 classifies travelers into five types based on different combinations of eight value factors, including efficiency, adventure, security and empathy, and authenticity. Each type prioritizes different values, resulting in differences in how people spend their time at destinations, gather information, and make purchasing decisions.
The figures shown after each type of name represent their share of survey respondents.

1. Empathetic Curator, 18.2%
Pursuing what they love, while making the most of both their aspirations and their time
-Values security and empathy and finds fulfillment in achieving personal dreams and goals
-Carefully checks reviews and other information to avoid disappointment and enjoys sharing popular local products with family and friends

2. My Standard, 16.1%
Valuing personal favorites and living a healthy, comfortable life
-Finds fulfillment in improving personal health, places importance on ingredients and safety, and prefers home-cooked meals
-Has a very strong interest in travel and enjoys visiting tourist attractions, relaxing at hotels and ryokan inns, and experiencing high-quality cuisine

3. Explorer, 16.4%
Enjoying encounters with the unknown and turning discoveries into learning
-Has a strong sense of adventure and finds fulfillment in experiencing new cultures and learning about unfamiliar subjects in places not previously visited
-Seeks extraordinary scenery and cross-cultural experiences when traveling and is also comfortable traveling alone

4. Smart Consumer, 18.3%
Managing everyday life efficiently and responsibly for the people who matter most
-Places a strong emphasis on efficiency, prefers to complete tasks as quickly as possible, and finds fulfillment in helping family members
-Associates travel strongly with food, prefers a limited and manageable range of choices, and tries to avoid unexpected situations

5. Authentic Connector, 31.0%
Being true to oneself while expanding connections with people and local communities
-Values an authentic, down-to-earth outlook and considers brand recognition and environmental commitment when selecting brands
-Wants to interact with local people, share experiences, and expand personal and professional connections while traveling
 

TLS5-specific questions can be incorporated into surveys of consumers and travelers to classify respondents into the five traveler types. By combining these classifications with demographic, travel behavior, and purchasing data, businesses can consider more specifically what they should offer and to whom.
 

1. Application to Targeting Strategies
 

For example, the intention to visit a particular destination can be compared with the intention to visit competing destinations for each TLS5 type.
Suppose that the proportion of Authentic Connectors among people interested in visiting the destination is higher than the corresponding proportion for competing destinations. This would indicate that Authentic Connectors may be a strong candidate for the destination’s primary target audience.
Authentic Connectors tend to seek opportunities to expand their networks and contribute to the places they visit. Opportunities to connect with local residents and industries may therefore increase their motivation to visit.
Their attachment to the destination may also be strengthened through opportunities to participate in volunteer activities, purchase environmentally responsible products and services, or support local initiatives through crowdfunding. Such measures may help increase the number of people who develop an ongoing relationship with the destination.

 

2. Reviewing Target Overlap and Coverage Across Product and Service Brands

When the product and service brands offered by a company are mapped by life stage and TLS5 type, the resulting structure may resemble the example shown in Figure 4.
The vertical axis shows life stages, such as single people and families, while the horizontal axis shows the five TLS5 types. Each product or service brand is positioned according to its intended target audience.
For example, Brands G and H target the same combination of life stage and TLS5 type, indicating an overlap in their target audiences. Other areas of the map may not be covered by any brand.
After identifying such overlaps and gaps, the company can consider which areas to prioritize, and which not to target, based on the composition and characteristics of each TLS5 type. When multiple brands occupy the same area, reviewing the role and positioning of each brand may also support more efficient product and service development.
By visualizing the target audiences of individual brands in this way, TLS5 can be used to review brand positioning and the overall product and service portfolio.