This group comprises history and culture enthusiasts with a

TOURISM PASSION COMMUNITIES particular interest in significant events that marked the world’s and/
or their personal history. It includes veterans and new generations
who are interested in finding the traces of their relatives and engaging
Explorers of cultural identity and roots in new deep experiences that connect to today’s world.

EXPLORERS OF CULTURAL IDENTITY AND ROOTS LOVE TO LEARN ABOUT EXPLORERS OF CULTURAL IDENTITY AND ROOTS USUALLY OPT FOR A STAY LONGER THAN A WEEK AND
NEW CULTURES AND OFTEN COME FROM COUNTRIES WITH STRONG PREFER TO TRAVEL IN THE SUMMER MONTHS ACCOMPANIED BY THEIR FAMILIES
HISTORICAL TIES TO EUROPE

PREFERRED MONTHS TO TRAVEL CHOICE OF ACCOMMODATION PREFFERED TRAVEL PARTNER

Explorers of cultural Members of this group 77% of respondents Exploration of cultural Spouse/partner
identity and roots are are more often couples in this group have identity and roots is 68%
May 23% 34% Middle-class hotel 51%
primarily male (59%) and with children (58%) a bachelor or higher particularly interesting Family
are slightly older than the and less often single degree of education for South Americans and June 24% Guest house/B&B/Hostel Friend(s)
average tourists (47% travellers (27%) (i.e. master, Mexicans July 26% Rented property 56%
22% 29%
are 35 years or older) doctorate) August 23% Luxury hotel

Specific areas of interest Psychographic profiling 19%

SOPHISTICATED, DYNAMIC, ENERGETIC,

PRECISE, REFINED, PASSIONAL, BOLD
PROFESSIONAL AVERAGE LENGTH OF STAY FACTORS INFLUENCING THE CHOICE OF THE AVERAGE DAILY BUDGET
34% DESTINATION per person is €170
29%
62% Concerns about personal safety Tourists from Saudi
34% 35% 61% Cost of travel
Arabia, the United States
and Brazil allocate
CALM, STABLE, SIMPLE, PLAYFUL, 46% Destination’s cost of living
CARING, ROMANTIC LIGHT, SOCIAL 3-7 8-14 15-21 significantly higher
nights nights nights 40% Transport difficulties (e.g. low accessibility) amounts - €402, €300 and
55% Visits connected to the artistic heritage of your
€208, respectively.
country Motivation to travel
52% National identity-related travel 20% 59% 12%
42% Ethnic identity exploration 69% Experiencing/learning about new cultures Multiple-answer questions
38% Genealogy and family history related travel 48% Relaxing
30% Commemoration and Memorial visit of WWII 43% Experiencing new adventures
29% Commemoration and Memorial visit of WWI 39% Expanding your perspectives
29% Holocaust Memorial Visits and opening your mind CULTURAL EXPLORERS USE ONLINE SOURCES TO PLAN AND BOOK THEIR HOLIDAY, BUT ALSO SEEK ADVICE
23% Commemoration and Memorial visit-Other 21% Building and strenghtening FROM FRIENDS AND RELATIVES
14% Cemeteries your relationships
2% Other
Multiple-answer questions

6 OUT OF THE TOP 10 MOST ATTRACTIVE DESTINATIONS FOR EXPLORERS SOURCES USED FOR TRAVEL PLANNING MOST POPULAR CHANNELS FOR BOOKING

OF CULTURAL IDENTITY AND ROOTS ARE IN EUROPE

Most attractive destinations for explorers of cultural identity and roots (share of total preference) 70% Internet
FLIGHTS
Book directly
with the airline

63%
Book an entire
3% 3% 3% 3% 3% 4% 5% 7% 7% 7% 35% Friends &
relatives
travel package Book via
through a travel online
agent platforms (e.g.
Skyscanner)
Switzerland
Germany
United Kingdom Brazil
Spain
United States Italy
France
27% Travel
agencies 66%
54%
Canada Australia

The most popular online sources are travel review

websites (e.g. Trip Advisor), travel
booking websites and social media. ACCOMMODATION

Book directly with

Europe’s advantages relate
to the diversity and quality
of its cultural offerings, the
friendliness of the local
Value for money is where South America and, to a lesser extent, THE TOP SOCIAL-MEDIA CHANNELS ARE the accommodation
Europe can improve the most. the Middle East and North America Book via online provider
platforms (e.g.
are other attractive destinations for booking.com)
exploration of cultural identity and 50% Book via a

59%
travel agent
people and the abundance of roots. These regions show better
historic sites and museums. value for money than Europe. Facebook Instagram YouTube 48%
66% 53% 58%
Multiple-answer questions

Sample size: 605