Consumer Tribe: Globetrotters

Consumer Tribe: Globetrotters
Keywords: Travel; cultures; politics; luxury goods; luxury travel.

Description of their identity

The tribe comprises profiles between 35 and 55 years of age. They have in common the perception and exposure of travel as a hobby, that is, as an activity they regularly perform through which they obtain gratification. In addition, they also share the choice of foreign countries as a destination.

They use their digital platforms as travel diaries in which they document, predominantly visually, all the experiences they collect when they leave home. However, unlike Explorer, for Globetrotters the trips they record must reflect the status and social class they identify with in their places of origin. For this reason, the contents they expose show experiences subject to favorable material conditions: yacht rides, pairing dinners, and guided and exclusive visits, among others.

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