Cycling Travellers represent a dynamic and experience-seeking segment—active, curious, and drawn to the outdoors. In this blog, we explore key insights that define how they think, plan, and ride their way around the world.
👤 Who Are Cycling Travellers? Key Demographics & Traits
We understand Cycling Travellers as those whose preferred type of holiday involves cycling activities (MTB and road cycling). Based on Eurostat data, the typical Cycling Traveller tends to be:
✅ Age – 25–34 years old (24.79%)
A younger, energetic segment that seeks adventure and physical challenge on the road.
A younger, energetic segment that seeks adventure and physical challenge on the road.
✅ Education – 36.05% hold a Bachelor’s degree or similar
Educated and globally aware, they plan purposefully and look for enriching experiences.
Educated and globally aware, they plan purposefully and look for enriching experiences.
✅ Cohabiting or Married – 47.96%
Often travelling with a partner, which influences trip planning and destination selection.
Often travelling with a partner, which influences trip planning and destination selection.
🌟 Key Insight: Cycling Travellers are young, educated, and often travel as couples—making them ideal for wellness retreats, sport-oriented getaways, and lifestyle-based offers.
💸 How Much Do Cycling Travellers Spend on Travel?
Cycling Travellers show broad spending capacity with strong mid- and upper-range presence:
💰 €1,000–2,999: 24.67%
The most common range—ideal for regional cycling holidays and moderate accommodation.
The most common range—ideal for regional cycling holidays and moderate accommodation.
💰 €3,000–4,999: 22.55%
A flexible, experience-driven group that seeks balance between comfort and adventure.
A flexible, experience-driven group that seeks balance between comfort and adventure.
💰 €5,000–9,999: 17.33%
Enthusiastic travellers investing in premium bikes, guided tours, or long-distance journeys.
Enthusiastic travellers investing in premium bikes, guided tours, or long-distance journeys.
💰 €10,000 or more (combined): 28.11%
High-end travellers willing to splurge on international cycling expeditions or unique, curated routes.
High-end travellers willing to splurge on international cycling expeditions or unique, curated routes.
🔮 Looking Ahead:
📈 51.72% plan to maintain their budget
📈 17.7% plan to increase their travel spending
🌟 Key Insight: While most maintain stable budgets, nearly 1 in 5 plan to spend more—great potential for premium offers, eco-lodges, or long-distance cycle tour packages.
🔍 Where Do CyclingTravellers Find Inspiration?
This segment is highly social and digitally active when choosing destinations:
👨👩👧👦 Family & Friends – 56.87%
Personal recommendations still hold major influence when planning their next ride.
Personal recommendations still hold major influence when planning their next ride.
📸 Instagram – 49.79%
Driven by visuals, they’re inspired by scenic trails, gear, and lifestyle content.
Driven by visuals, they’re inspired by scenic trails, gear, and lifestyle content.
🎥 YouTube – 46.89%
Video content—bike routes, reviews, or vlogs—helps them visualise the full experience.
Video content—bike routes, reviews, or vlogs—helps them visualise the full experience.
🔍 Search Engines – 46.35%
Crucial in researching destinations, comparing gear or services, and route planning.
Crucial in researching destinations, comparing gear or services, and route planning.
📺 Travel TV Programmes – 40.34%
Adventure shows and documentaries add excitement and credibility to bucket-list ideas.
Adventure shows and documentaries add excitement and credibility to bucket-list ideas.
🌟 Key Insight: Blend SEO, social media, and video storytelling to spark the imagination of this visually and digitally inclined segment.
What Motivates Cycling Travellers to Travel?
Their motivations mix outdoor passion with a desire to explore diverse places and cultures:
🌊 Going to the Beach – 59.26%
Cycling holidays near the coast or on island tours are highly attractive.
Cycling holidays near the coast or on island tours are highly attractive.
🏛️ Culture & History – 59.24%
Exploring by bike adds a layer of immersion—museums, ruins, and historical routes are appealing.
Exploring by bike adds a layer of immersion—museums, ruins, and historical routes are appealing.
🏘️ Small & Unique Towns – 57.55%
Cyclists love off-the-beaten-path destinations with local character.
Cyclists love off-the-beaten-path destinations with local character.
🍽️ Food Experiences – 56.82%
Sampling local cuisine is a must—think markets, tastings, or food tours by bike.
Sampling local cuisine is a must—think markets, tastings, or food tours by bike.
🌲 Nature & Outdoors – 55.33%
They’re driven by scenery and trails, from mountains to meadows and everything in between.
They’re driven by scenery and trails, from mountains to meadows and everything in between.
🌟 Key Insight: Design trips that combine culture, nature, and cuisine—this traveller values variety and a sense of discovery.
What Do Cycling Travellers Value in a Destination?
Clean, safe, and well-managed environments are essential to their decision-making:
🧼 Cleanliness (Garbage Management) – 66%
Cycling routes and accommodation must be tidy, well-kept, and environmentally conscious.
Cycling routes and accommodation must be tidy, well-kept, and environmentally conscious.
🛡️ Safety & Low Crime – 63.53%
Security—on the road and at rest—is non-negotiable.
Security—on the road and at rest—is non-negotiable.
🏥 Health & Hygiene Standards – 60.04%
Important especially post-COVID and in remote or rural regions.
Important especially post-COVID and in remote or rural regions.
🌟 Living New Experiences – 58.97%
They actively seek novelty and excitement, whether on a new trail or trying a new activity.
They actively seek novelty and excitement, whether on a new trail or trying a new activity.
💵 Affordability – 58.72%
Even if they splurge on gear, value-for-money in services and food is key.
Even if they splurge on gear, value-for-money in services and food is key.
🌟 Key Insight: Cleanliness, safety, and authenticity matter—speak to their values with responsible, memorable experiences.
📅 How Do Cycling Travellers Book & Plan Their Trips?
This audience is highly independent and digitally fluent:
✅ 87.24% book separate services
They prefer flexibility—booking flights, stays, and rentals independently.
✅ 59.93% use OTAs (Online Travel Agency websites)
Cycling travellers rely on booking platforms for ease and variety—especially for gear, hotels, or guided trips.
🏨 Accommodation Preferences of Cycling Travellers
They balance comfort, community, and flexibility in where they stay:
🏨 3–4 Star Hotels – 50.97%
Ideal for secure bike storage and moderate luxury after long rides.
Ideal for secure bike storage and moderate luxury after long rides.
🏡 Private Rentals – 48.7%
Airbnb-style options allow for flexibility and authentic local living.
Airbnb-style options allow for flexibility and authentic local living.
🏕️ Camping – 41.79%
Great for nature-focused cyclists or those on long routes with a taste for adventure.
Great for nature-focused cyclists or those on long routes with a taste for adventure.
🌟 Key Insight: Offer flexible booking, emphasize comfort and practicality, and don’t underestimate the importance of good bike storage!
Final Takeaways for Tourism Brands
To successfully connect with Cycling Travellers, focus on:
🔹 Visual-driven content on Instagram & YouTube
🔹 Active, nature-rich, and culturally immersive itineraries
🔹 Clean, safe, and affordable environments with good infrastructure
🔹 Flexible booking systems (including OTAs and direct options)
🔹 Accommodation options that cater to physical recovery, bike storage, and authenticity
🚀 Want to discover more traveller segments and optimise your tourism strategy?
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