From Streaming to Social: The Multi-Channel Media Diet of Travel Enthusiasts

From scrolling through Instagram travel posts to binge-watching adventure documentaries, the modern travel enthusiast's media consumption is as varied and exciting as their journeys. This diverse media diet not only fuels their wanderlust but also offers a window into their unique psychology and behavior. As we unpack the multi-channel media habits of these avid explorers, we'll discover how their content choices reflect their passions, influence their travel decisions, and shape their worldview.

For additional detail, and for a full list of sources, please make sure to download the full report: Travel Enthusiasts: Decoding Modern Adventurers and Their Media Habits.

/// A Voracious Appetite for Media

Travel enthusiasts demonstrate an above-average engagement with media across various channels. Their media consumption is not just high in volume but also diverse in nature, spanning traditional and digital platforms. This comprehensive media diet reflects their curiosity about the world and their desire to stay informed and entertained.

At the core of their media consumption is the internet, with 100% of travel enthusiasts using this medium. This universal adoption underscores the central role that digital platforms play in the lives of these avid travelers, serving as a primary source of information, entertainment, and social connection.

/// The Streaming Revolution

Streaming services have become a significant part of the travel enthusiast's media diet, with 91% engaging with streaming television. This high adoption rate indicates a preference for on-demand, personalized content that aligns with their dynamic lifestyles. Amazon Prime Video emerges as a favorite, with 63% of travel enthusiasts using this platform.

When it comes to specific programming, the data reveals some interesting preferences. For instance, 10% watch "Ted Lasso" on Apple TV+, indexing at 130, which means they're 30% more likely to watch this show compared to the general population. Other popular shows among this group include "Bridgerton" on Netflix (9% of the audience, 121 index) and "Tom Clancy's Jack Ryan" on Amazon Prime (8% of the audience, 118 index). While these shows aren't directly related to travel, they may appeal to this audience's interest in diverse settings, character development, or international intrigue.

Interestingly, this audience also has a penchant for binge-watching, with 74% engaging in this behavior. This tendency to immerse themselves in content for extended periods mirrors their approach to travel – deep engagement and full immersion in experiences.

/// Social Media: A Window to the World

Social media plays a crucial role in the media diet of travel enthusiasts, with 89% actively engaging on these platforms. However, their social media usage goes beyond casual browsing; it's a tool for inspiration, planning, and sharing their travel experiences.

LinkedIn stands out as a favored platform, with 33% of travel enthusiasts using it. This preference for a professional networking site is particularly telling. It not only suggests that many in this group view travel as part of their personal brand and professional identity, but it also underscores their status as established professionals. This professional standing implies a level of disposable income that can support their travel habits, aligning with the data showing their above-average household income and net worth. The use of LinkedIn thus reflects both their career-mindedness and their financial capacity to indulge in travel experiences.

Nextdoor (16% usage) and Reddit (21% usage) also index highly, indicating an interest in local community insights and diverse, user-generated content. The way travel enthusiasts use social media is particularly telling. 31% use these platforms for new ideas but always do more research, reflecting a discerning approach to travel information. Moreover, 27% find inspiration for shopping or hobbies on social media, suggesting that these platforms serve as a springboard for planning their next adventure or purchase.

Related: Quality Over Quantity: Shopping Preferences of the Discerning Travel Enthusiast

/// The Enduring Appeal of Traditional Media

While digital platforms dominate, traditional media still holds a significant place in the travel enthusiast's media diet. Radio, in particular, remains popular, with 78% of this audience tuning in. The car serves as a primary listening location, with 73% of travel enthusiasts listening to radio while driving. This habit aligns well with their love for road trips and exploration.

Traditional television also maintains its relevance, with 72% of travel enthusiasts watching. Sports programming is particularly popular, with 29% tuning into sports content. This interest in sports aligns with their generally active lifestyle and appreciation for competition and achievement.

/// The Podcast Phenomenon

One of the most striking aspects of the travel enthusiast's media diet is their affinity for podcasts. With an index of 138, they are 38% more likely than the average person to engage with this medium. Comedy and news are the most popular genres, aligning with their optimistic outlook and desire to stay informed about the world.

Podcasts serve multiple purposes for this audience. They're a source of entertainment during commutes, with 22% listening in the car. They also provide a way to multitask, with 34% listening at home, possibly while planning their next trip or reminiscing about past adventures.

/// Print Media: Not Dead Yet

Contrary to broader trends, print media maintains a strong presence in the travel enthusiast's media diet. Magazines, in particular, index at 118, meaning this group is 18% more likely than the average person to read print magazines. Travel magazines like AAA Living are especially popular, serving as a source of inspiration and practical information for future trips.

Newspapers also remain relevant, with 24% of travel enthusiasts reading print newspapers. Publications like the New York Times and Wall Street Journal are favorites, suggesting an interest in high-quality journalism and global affairs.

/// Content Preferences Across Channels

Across various media channels, certain content preferences emerge that reflect the interests and values of travel enthusiasts. Travel-related content, unsurprisingly, is a favorite. 26% watch travel-related videos online, indexing at 129. This indicates a strong desire to explore destinations virtually before potentially visiting them in person.

This preference for travel content extends to print media as well. Travel magazines are particularly popular among this group. For instance, AAA Living has a high index of 120, meaning travel enthusiasts are 20% more likely to read this magazine compared to the general population. This affinity for travel magazines underscores their ongoing interest in destination information, travel tips, and inspiration, even in traditional media formats.

Sports content is another recurring theme across channels. From watching sports videos online (28% of the audience) to tuning into ESPN (21% of the audience), travel enthusiasts show a clear affinity for athletic competition. This interest in sports aligns with their active lifestyles and perhaps a competitive spirit that drives them to explore and achieve.

Financial content also features prominently in their media diet. 14% watch finance-related videos online, and many use finance and investment apps. This interest in financial content correlates with their higher-than-average incomes and net worth, as well as their desire to fund their travel lifestyle.

/// Advertising and Purchase Influences

The media consumption habits of travel enthusiasts also influence how they interact with advertising and make purchase decisions. They show a preference for certain types of advertising, with independent review sites (114 index) and email from companies (112 index) being particularly effective.

Their media habits also shape their shopping behaviors. 27% find inspiration for shopping on social media, and many use their smartphones to check prices while in stores. This tech-savvy, research-oriented approach to shopping mirrors their approach to travel planning – thorough, informed, and value-conscious.

/// Key Takeaways

1. Travel enthusiasts have a diverse and above-average media consumption across multiple channels.
2. Streaming services, particularly Amazon Prime Video, are hugely popular, with a tendency towards binge-watching.
3. Social media, especially LinkedIn and Reddit, serves as a source of inspiration and information.
4. Traditional media, including radio and TV, remain relevant, particularly for sports content.
5. There's a strong affinity for podcasts, especially in comedy and news genres.
6. Print media, including travel magazines, still play a significant role in their media diet.
7. Smartphones are the preferred device for digital activities, including travel planning and social media engagement.
8. Content preferences across channels include travel, sports, and finance-related topics.
9. Their media habits influence their interaction with advertising and shopping behaviors.

/// Conclusion

The multi-channel media diet of travel enthusiasts paints a picture of a curious, engaged, and tech-savvy audience. Their consumption habits span traditional and digital media, reflecting a desire to stay informed, entertained, and inspired. This diverse media engagement not only fuels their passion for travel but also shapes their worldview and consumer behaviors.

For marketers and content creators in the travel industry, understanding this complex media diet offers valuable insights. It suggests the need for a multi-channel approach, blending inspirational content with practical information across various platforms. As the media landscape continues to evolve, travel enthusiasts are likely to remain at the forefront, eagerly consuming and sharing content that feeds their wanderlust and connects them to the wider world.

Leverage the multi-channel media habits of travel enthusiasts to elevate your brand's reach and impact. Partner with us to craft targeted marketing strategies that span streaming platforms, social media, podcasts, and traditional media. Our comprehensive insights into the diverse content preferences and consumption patterns of this affluent, tech-savvy audience will help you create compelling campaigns that resonate across channels, inspire wanderlust, and drive engagement with your travel-related products and services.