Cultural Purists use traveling as an opportunity to immerse into an unfamiliar culture, looking to break themselves entirely from their home lives and engage with a different way of living.
The Cultural Traveller wants to discover the ‘real’ side of the places they are visiting and immerse themselves in the local culture.
This type of traveller wants nothing more than to break away from sight-seeing at tourist-traps and to look for places where they can eat what the locals are eating and do what a local would do rather than visit an over-hyped restaurant in their hotel. They travel off the beaten-track.
Cultural Purists use their holidays as an opportunity to engage in an unfamiliar culture, looking to live something entirely different from their home lives – even if this may be an uncomfortable experience.
Their enjoyment of the trip depends on its realism.
Planning is often not part of the process. To them, pin-pointing a spot on the map at random and booking a flight to that destination gives that added sense of adventure and unfamiliarity. This travel group may use services which quietly inform or guide them into a ‘preferred’ direction but following their gut feeling is what gives them the ultimate thrill.
And whether money is a problem or not, Cultural Purists will forever favour impulsiveness and experimentation over planned propositions and pre-booked holiday packages.
Cultural Purists - Purchasing behaviour at a glance
From a travel industry perspective, there will be value in looking beyond each tribe's definition in order to understand what motivates these different travellers when it comes to making a purchase. When is the best time to reach out to them with a personalised offer? How much contact do these traveller profiles expect or want, and which device is the best way to reach them?
Analysing the purchasing behaviour of each tribe will allow airlines and other travel providers to more effectively meet their needs.
The table below gives an overview of how this can be done. For more detail, please see the full report.