Voyage
Voyage Atlas Personas
At Madden, we’re passionate about helping DMOs create meaningful connections with travelers. Our in-house research and analytics team offers detailed insights into travel intent personas to help you craft stories that resonate with potential visitors. Explore our comprehensive traveler profiles to understand where your audience spends their time online, which platforms they engage with the most, preferences, behaviors, and intent—helping you tailor your marketing strategies.
Baby boomer Traveler
U.S. Baby Boomers, over 55, prefer Facebook for social media and watch Golf Channel, MSNBC, HGTV, and Turner Classic Movies on CTV. They frequently view travel, news, weather, and sports content online. This audience skews female, is predominantly married, and has a household income of $75k or more.
gen x Traveler
Gen X travelers, mostly married and college-educated, prefer travel channels like websites, apps, and TV. They often use Meta platforms and YouTube. The majority do not have children under 18 at home. Messaging that highlights excitement and enjoyment of life resonates well with this audience.
millennial Traveler
U.S.-based Millennial travelers, mostly females aged 35-44, married with children, favor CTV/OTT services like Hulu, ESPN, E!, and Disney. They primarily watch content on smart TVs. Key social channels include Facebook, Instagram, and YouTube. They have taken a leisure trip in the past 12 months.
gen Z Traveler
Gen Z travelers, primarily single females with some college education and household income under $75k, favor social channels like TikTok, Instagram, YouTube, and Snapchat. They have taken a leisure trip in the past 12 months. CTV/OTT is less effective; they watch streaming content on tablets, laptops, or mobile phones.
sustainabLe Traveler
U.S. travelers valuing the environment, mostly under 44, prefer YouTube and Instagram, with TikTok and Reddit also popular. Most are married without children under 18 and lack a college degree. Avoid travel endemic channels and CTV. Focus content on nature preservation, harmony, and diversity.
beach Traveler
U.S. beach travelers, mostly females aged 25+, prefer Instagram and Facebook. They use streaming platforms like Apple TV, ESPN+, Discovery+, and Disney+. They consume online content about travel, health and fitness, sports, and finance news. Typically married with no children, they have a household income over $100k.
family Traveler
U.S. family-centric travelers with children under 18, mostly aged 35 and older and married, favor travel endemic channels and CTV, particularly for children’s content and learning. They use Meta and YouTube, along with platforms focused on vertical video and imagery. Effective messaging combines excitement with harmony and tradition.
outdoor rec Traveler
U.S. outdoor recreation travelers, primarily married males with college degrees and no children under 18, prefer X and Reddit over connected TV. They have slightly higher median incomes. Travel endemic channels are effective for reaching them. Messaging should highlight an exciting life with unique outdoor activities.
golf Traveler
U.S. golf enthusiasts who traveled recently are typically married males aged 35+, with no children at home and a household income over $100k. They favor Instagram and Facebook. They watch the Golf Channel, ESPN, Hulu (with ads), and Fox Sports. They consume online content about sports, travel, finance, lifestyle, and food and drink.
weekend getaway
Traveler
U.S. travelers who recently took 1-3 day trips are slightly more female, under 44, married, and without children. Most lack a college degree. They are best reached via traditional social channels and travel endemic platforms. Messaging should highlight excitement, honesty, and appreciation.
arts & culture Traveler
U.S. travelers engaging in arts and culture activities have higher median incomes. They favor Meta and YouTube, along with vertical platforms like TikTok, Pinterest, and Instagram. Travel endemic channels and connected TV, particularly HBO/Max and Hulu, are effective for reaching them. Messaging should highlight the excitement and enjoyment of visiting destinations.
foodie Traveler
U.S. food-seeking travelers, mostly females aged 25-44, married, are best reached via travel endemic channels and connected TV, notably Peacock and ESPN+. They are active on various social channels, with vertical videos being particularly effective. Messaging should emphasize excitement, unique experiences, and the nature of a location.
entertainment seeking Traveler
U.S. travelers focused on exciting entertainment options, aged 25-44 and evenly split between males and females, favor Instagram, Facebook, and YouTube. They watch ESPN, HBO Max, Paramount, E! Entertainment, and VH1 on streaming and connected TV. They consume online content about sports, entertainment/lifestyle, and food and drink, and typically do not have children.
luxury Traveler
U.S. luxury travelers, aged 35 and older, skew male, and are married. They prefer Instagram for social media and consume Hulu and ESPN+ on streaming and connected TV. Their online content interests include travel, food and drink, finance news, sports, and entertainment/lifestyle.
spa Traveler
U.S. spa vacation travelers, primarily females aged 25-34 with incomes of $100k or more, are mostly married with children under 18. They favor Instagram, Facebook, YouTube, and Pinterest. They watch Discovery, Peacock, Disney+, and Showtime. Online, they consume content on travel, dating, health and fitness, and finance news.
cruise Traveler
U.S. cruise enthusiasts, primarily females aged 55 and older with household incomes of $100k or more, are married without young children. They favor Instagram and Facebook. They watch Showtime, Paramount, Disney+, NBA TV, CNBC, and the Golf Channel. Their key content interests include travel, finance news, sports, and health and fitness.
mental wellness Traveler
U.S. travelers prioritizing mental health, usually females aged 25-34 with household incomes of $100k or more, are typically married without children. They favor Instagram, Facebook, YouTube, and TikTok. They watch ESPN, Hulu, Peacock, HBO Max, Nick at Nite, and E!. Their online content interests include travel, entertainment/lifestyle, health and fitness, and food and drink.
sports recreation Traveler
U.S. sports enthusiasts who traveled recently, primarily males aged 35-44 with incomes over $100k, are married without children. They favor Facebook, YouTube, and Instagram. Key channels include ESPN, Hulu, the Golf Channel, and HBO Max. They frequently view online content about sports, travel, health and fitness, and finance news.
lbgtq+ supportive Traveler
U.S. travelers supporting LGBTQ+, typically females under 35 with incomes over $100k and no children, favor Instagram, Facebook, YouTube, and TikTok. They watch MSNBC, Discovery+, HBO Max, and Peacock Premium. They engage with content on health and fitness, as well as entertainment and lifestyle topics.
history buff Traveler
U.S. travelers seeking educational experiences, primarily aged 45 and older, married without children under 18, are best reached through travel endemic channels and connected TV focused on general streaming content. They favor Meta social channels but are also active on platforms like Reddit and those with vertical-style content.