Hiker Travellers represent a passionate and growing travel segment—independent, nature-driven, and always in search of authentic, meaningful experiences.
In this blog, we uncover key data insights to understand how Hiker Travellers think, plan, and travel.
In this blog, we uncover key data insights to understand how Hiker Travellers think, plan, and travel.
👤 Who Are Hiker Travellers? Key Demographics & Traits
We understand Hiker Travellers as those whose preferred type of holiday involves hiking and trekking activities. Based on Eurostat data, the typical Hiker Traveller tends to be:
✅ Age – 35–44 years old (22.63%)
A segment of mature travellers, often at a stage in life with stable incomes and clear lifestyle choices.
A segment of mature travellers, often at a stage in life with stable incomes and clear lifestyle choices.
✅ Education – 38.44% have vocational training
They’re skilled, practical, and value real-world experiences over luxury or status.
They’re skilled, practical, and value real-world experiences over luxury or status.
✅ Cohabiting or Married – 49.7%
Nearly half live with a partner or spouse, which heavily influences how and why they travel.
Nearly half live with a partner or spouse, which heavily influences how and why they travel.
🌟 Key Insight: Hiker Travellers are mature, skilled, and often travel with a significant other—making couple-oriented or small group offers a strong match.
💸 How Much Do Hiker Travellers Spend on Travel?
Hiker Travellers show a wide range of travel budgets, with a strong presence in the mid-range to upper-mid segments:
💰 €0–1,000: 11.38%
Budget-conscious travellers looking for local, short-term nature getaways.
Budget-conscious travellers looking for local, short-term nature getaways.
💰 €3,000–4,999: 22.64%
This group enjoys comfort and flexibility, often combining long-haul flights with quality stays.
This group enjoys comfort and flexibility, often combining long-haul flights with quality stays.
💰 €1,000–2,999: 29.42%
The most common range—ideal for regional travel with moderate comfort.
The most common range—ideal for regional travel with moderate comfort.
💰 €5,000–9,999: 18.34%
Shows strong interest in high-quality, varied travel experiences.
Shows strong interest in high-quality, varied travel experiences.
💰 €10,000 or more: 18.22%
Willing to invest in longer or exclusive trips, particularly to bucket-list nature destinations.
Willing to invest in longer or exclusive trips, particularly to bucket-list nature destinations.
🔮 Looking Ahead:
📈 51.68% expect to maintain their travel budget.
📈 25.75% plan to increase their travel spending, reinforcing potential for premium travel offers.
🌟 Key Insight: While budgets vary, half of this segment remains stable—highlighting a steady market for experience-driven, affordable travel. There’s also clear potential for premium, meaningful offers.
🔍 Where Do Hiker Travellers Find Inspiration?
Hiker Travellers rely on a mix of personal recommendations and digital discovery:
👨👩👧👦 Family & Friends – 61.56%
Word-of-mouth remains a powerful source of trust and inspiration.
Word-of-mouth remains a powerful source of trust and inspiration.
🔍 Search Engines – 51.17%
A key step in researching and comparing destination options.
A key step in researching and comparing destination options.
📸 Instagram – 43.24%
The top visual platform, reflecting the segment’s younger, digital-savvy side.
The top visual platform, reflecting the segment’s younger, digital-savvy side.
🌐 Online Review Sites – 42.57%
Sites like Trivago or Tripadvisor provide credibility and insight.
Sites like Trivago or Tripadvisor provide credibility and insight.
🎥 YouTube – 40.61%
Video storytelling plays a key role in sparking interest and emotional connection.
Video storytelling plays a key role in sparking interest and emotional connection.
🌟 Key Insight: This segment blends personal recommendations with visually rich digital content—making SEO, social media, and user reviews crucial for visibility.
What Motivates Hiker Travellers to Travel?
Driven by a love for nature, authenticity, and discovery, Hiker Travellers seek immersive experiences:
🌳 Nature & Outdoors – 65.4%
Hiking trails, natural landscapes, and sustainability are essential to their travel purpose.
Hiking trails, natural landscapes, and sustainability are essential to their travel purpose.
🏘️ Small, Unique Towns – 60.45%
They prefer lesser-known destinations where they can truly disconnect and explore.
They prefer lesser-known destinations where they can truly disconnect and explore.
🏛️ Culture & History – 57.77%
Museums, architecture, and local traditions add depth to their trips.
Museums, architecture, and local traditions add depth to their trips.
🏔️ Mountains & Wilderness – 56.74%
Untouched, remote destinations are highly valued.
Untouched, remote destinations are highly valued.
🍽️ Food Experiences – 56.06%
They want to taste local culture through gastronomy—cooking classes, farm-to-table, and traditional dishes.
They want to taste local culture through gastronomy—cooking classes, farm-to-table, and traditional dishes.
🌟 Key Insight: Hiker Travellers want more than scenic hikes—combine adventure with culinary, cultural, and small-town charm.
What Do Hiker Travellers Value in a Destination?
Beyond attractions, this audience looks for comfort, safety, and value in their overall travel experience:
🧼 Cleanliness – 67.98%
A must-have for general comfort and perception of care.
A must-have for general comfort and perception of care.
🛡️ Safety & Low Crime – 67.3%
Peace of mind is non-negotiable, especially in remote or unfamiliar areas.
Peace of mind is non-negotiable, especially in remote or unfamiliar areas.
🏥 Health & Hygiene – 66.05%
Still highly relevant post-COVID and during active outdoor travel.
Still highly relevant post-COVID and during active outdoor travel.
💵 Affordability – 62.26%
Even premium travellers want value for money—hidden costs can be a dealbreaker.
Even premium travellers want value for money—hidden costs can be a dealbreaker.
✨ New Experiences – 60.47%
They’re always looking for unique moments, not mass-market itineraries.
They’re always looking for unique moments, not mass-market itineraries.
🌟 Key Insight: Appeal to their sense of safety, cleanliness, and the promise of something new to discover.
📅 How Do Hiker Travellers Book & Plan Their Trips?
Hiker Travellers are highly independent and digitally confident when it comes to planning:
✅ 89.8% book separate services
They book flights, hotels, and activities individually to maximise control and flexibility.
✅ 56.6% book directly on provider websites
They value transparency, direct communication, and often find better deals this way.
🏨 Accommodation Preferences of Hiker Travellers
When it comes to where they stay, Hiker Travellers look for a balance between comfort and authenticity:
🏨 3–4 Star Hotels – 53.13%
Preferred for their balance between quality service and affordability.
Preferred for their balance between quality service and affordability.
🏡 Private Rentals – 46.76%
Airbnb-style options offer local immersion and flexibility.
Airbnb-style options offer local immersion and flexibility.
🛏️ B&Bs – 41.46%
Charming, local experiences with personal touches are highly appealing.
Charming, local experiences with personal touches are highly appealing.
🌟 Key Insight: To attract this group, offer modular booking options, ensure a strong direct booking presence, and highlight a range of accommodations that balance comfort with authenticity.
🧭 Final Takeaways for Tourism Brands
To connect with Hiker Travellers effectively, focus your strategy on:
🔹 Strong SEO and inspiring visual content
🔹 Authentic nature, cultural, and culinary experiences
🔹 Clean, safe, and affordable destination messaging
🔹 Direct, flexible booking options
🔹 A diverse mix of hotels, rentals, and B&Bs
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