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.
Conversation Topics
International news, travel, culture of other countries, opinion articles on politics, luxury hotels.
Gender
47% Women; 53% Men
The gender information comes from the metadata of the study conducted. It does not define the identity of the users, other genders are not excluded.
Brands who they follow/interact with (Mexico)
Volaris; AeromĂŠxico; GurĂş del Viaje.
Brands who they follow/interact with (Global)
Trip Advisor; Luxury Tourism; Travel Magazine, Trvl Channel, CN Traveler, NY Times Travel, BBC Travel, South West Air.
Related Hashtags in Social Media
#TheGlobeWanderer #TheTravelPro #TikTokTravel #LuxuryTravel
What hurts them or causes them conflict
They signify travel as a differentiator. To the extent that going out to other countries grants distinction, the tribe alleviates their desire to position themselves outstandingly within their social network. The more distant, ostentatious and exotic the destination, the more attractive it becomes to communicate it from their social media.
Kind of Stories consumed by the tribe
Likewise, Globetrotters prefer to expose their experience in the place they visit based on local characteristics, particular to a given population, not because of the cultural richness they imply, but because as long as they are more different from their everyday life, they represent better possibilities to distinguish themselves from others symbolically and materially (implicitly).
Google Ads Keywords
"Luxury Traveler","Luxury Travel","Guided tours","Tours Worldwide"
Facebook Ads Targeting
| Demographics | Interests | Behaviors |
|---|---|---|
| â˘Hobbies and activities - Travel: Adventure travel, Nature, Tourism, Beaches | â˘Travel: Frequent travellers | |
| â˘Other interests: Luxury travael, Airbnb, TripAvisor, Volaris, Aeromexico | â˘Consumer Classification: People who prefer high values |
What social media accounts do they follow?
What podcasts do they listen to?
Globetrotters Consumer Tribe Lifestyle
Content related to the Globetrotters Consumer Tribe Lifestyle
Brands and campaigns that may address this consumer tribe:
