Adventure and adrenaline form the core of the Sports Traveller, a thriving travel segment representing 22.5% of the adult population in our European markets, an estimated 70.4 million people. Unlike other traveller types, Sports Travellers prioritise destinations that cater to their active pursuits, whether surfing coastal waves, skiing alpine slopes, or teeing off on world-class golf courses.
This article explores the demographics, travel inspirations, motivations, and behaviours that define this active and ambitious traveller. By understanding their preferences, destinations can design experiences that resonate deeply with their adventurous spirit.
This article explores the demographics, travel inspirations, motivations, and behaviours that define this active and ambitious traveller. By understanding their preferences, destinations can design experiences that resonate deeply with their adventurous spirit.
Who’s the Sports Traveller?
We define European Sports Travellers as travellers from Germany, France, Spain, Italy, Denmark, Norway, Finland, Sweden, Netherlands, and the UK who place ‘Great’ or ‘Extreme Importance’ on ‘The possibility to practise a specific preferred activity such as skiing, diving, surfing, kitesurfing, golf, etc.’ as a Travel Driver.
The Sports Traveller is most commonly aged 25-34 years (20.76% of the sample), a youthful and energetic group eager to combine travel with their passions. With 32.95% holding a bachelor’s degree or similar, this segment is often well-educated and intentional about their travel choices.
Budget Insights
Sports Travellers exhibit a wide range of spending habits, reflecting their varied lifestyles and travel goals. Here are the main groups, based on their available budget for travel in the next year:
- 1,000–2,999 EUR (26.3%): The largest group, balancing affordability with quality. They frequently seek mid-tier options that offer comfort without compromising on their preferred activities.
- 3,000–4,999 EUR (21.69%): Representing travellers willing to spend more on immersive experiences, such as guided sports tours or exclusive activity packages.
- 5,000–9,999 EUR (16.2%): High-value spenders who prioritise premium services, luxurious stays, and high-end equipment rentals for their activities.
Our survey reveals that 45.7% of these travellers plan to maintain the same holiday budget as the previous year, indicating their commitment to sport tourism. Additionally, 22.4% plan to increase their travel budget, signalling potential growth in this segment's economic impact on the travel industry.
How Do Sports Travellers Get Inspired?
Sports Travellers rely heavily on visual and personal inspiration to shape their travel plans, combining trusted recommendations with dynamic digital content.
- Family & Friends (58.03%): Word-of-mouth remains a cornerstone, with shared experiences strongly influencing their decision-making.
- Instagram (54.96%): This segment is drawn to aspirational and visually striking posts. Destinations can leverage Instagram by showcasing vibrant activity highlights and testimonials.
- YouTube (46.02%): Action-packed videos, tutorials, and virtual destination tours resonate deeply, helping travellers visualise themselves engaging in their favourite sports.
- Search Engines (40.73%): Robust SEO strategies ensure destinations rank high when travellers research specific activities. Content optimisation is key to capturing this audience.
- Online Review Sites (38.55%): Sites like Tripadvisor add credibility, offering detailed accounts of past traveller experiences, a critical element of this segment's research phase.
Top Travel Drivers and Essentials
- The possibility to practise a specific preferred activity such as skiing, diving, surfing, kitesurfing, golf, etc (100%): The core of every trip; Sports Travellers meticulously plan around these activities, whether it’s skiing, diving, or surfing.
- Going to the Beach (76.62%): Beaches offer the dual benefit of relaxation and activity, catering to their need for balance.
- Nature/Outdoor Experiences (75.5%): These travellers cherish scenic landscapes that provide both serenity and adventure.
- Visiting Small and Unique Towns (74.65%): Hidden gems add authenticity to their journeys, appealing to their exploratory nature.
- Food Experiences (74.56%): Culinary adventures are integral, providing a deeper cultural connection.
Additionally, their top five travel essentials highlight key priorities:
- General Cleanliness (77.13%): Pristine environments, free of litter, enhance their overall experience.
- Safety Standards/Low Crime Levels (74.77%): Feeling secure is a fundamental expectation, particularly in adventurous or remote areas.
- Health and Hygiene Standards (74.52%): Hygiene practices remain critical, especially post-pandemic, influencing their choice of destination.
- New Experiences (70.87%): This group actively seeks novelty, from trying a new sport to exploring uncharted destinations.
- Affordability (70.39%): Even high spenders value fair pricing, ensuring they perceive their trips as worthwhile investments.
Behavioural Insights
Booking Preferences:
- Organization - Separate bookings (83.83%): This reflects their desire to customise each aspect of their trip.
- Channel - Online travel agencies (55.48%): This choice allows them to compare options and secure deals on accommodations and activities.
Accommodation Choices:
Holiday Types:
- 3-4 Star Hotels (46.69%): This option balances comfort and value, appealing to a wide range of budgets.
- Private Rentals (41.53%): Airbnb-style stays provide flexibility and a local touch, often aligning well with their active lifestyle.
Holiday Types:
- Sun and Beach (72.87%): A favourite, offering relaxation alongside opportunities for watersports.
- Relaxation (58.76%): Even thrill-seekers crave moments of calm, highlighting the need for holistic travel experiences.
- Mountain and Wilderness (43.02%): These rugged terrains offer the perfect backdrop for activities like skiing, hiking, and climbing, satisfying their adventurous instincts.
Sports Travellers are driven by a passion for sport and the outdoors. They seek destinations that challenge and inspire, blending physical activity with moments of tranquillity. By catering to their unique preferences, travel businesses can create unforgettable experiences that keep this segment returning year after year.
For more insights into travel trends and actionable data, stay connected with Travellyze on LinkedIn or check out our previous blog on the European City Explorer. Together, let’s continue elevating travel through data!