Exploring the Hiker Traveller: Preferences, Inspirations & Booking Behaviours
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.
👤 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.
✅ Education – 38.44% have vocational training 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.
🌟 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:
💰 €10,000 or more: 18.22% 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.
🔍 Search Engines – 51.17% A key step in researching and comparing destination options.
📸 Instagram – 43.24% 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.
🎥 YouTube – 40.61% 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.
🏘️ Small, Unique Towns – 60.45% 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.
🍽️ Food Experiences – 56.06% 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.
🛡️ Safety & Low Crime – 67.3% 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.
💵 Affordability – 62.26% 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.
🌟 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.
🏡 Private Rentals – 46.76% Airbnb-style options offer local immersion and flexibility.
🛏️ B&Bs – 41.46% 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
🚀 Want to understand more traveller segments and optimise your strategy?