New research: Cedar reveals the most and least common ‘travel personality’ types??

Nearly half (46%) of British Airways High Life readers identify as the same personality type when it comes to travel. Do you? (And would you choose your next holiday destination based on your result?)??

New research?has revealed the most-and least common ‘travel personality’ types – highlighting a confident and adventurous attitude among travellers for 2024.??

The research into the personality types of 10,000 travellers was undertaken by the Cedar team behind bahighlife.com – the online home for British Airways’ award-winning High Life magazine.??

Shunning the traditional ‘tourist’ label, 46.5% of travellers identify as ‘True Authentics’, categorised by a desire to ‘live like a local’, making it the most popular type by far.??

The next most common types are ‘Wild Wanderers’ (15.7%), who want to make the outdoors a large part of any trip, ‘Heritage Holidaymakers’ (14.4%), who crave cultural stimulation from a new place, and ‘Connection Chasers’ (12.6%), who travel to make memories for themselves and build their relationships with others.??

Less common are travellers who identify as ‘Escape Artists’ (5.1%), who seek out lesser-known destinations, ‘Fly-and-Floppers’ (4.3%), who prioritise relaxation, and Package Passengers (0.92%), who thrive on familiarity and ease. Just 0.5% of travellers identify as ‘Elite Retreaters’ – defined as those for whom luxury is the goal of travel.??

The research also provides a fascinating insight into consumer attitudes towards travel in 2024 – indicating that travellers are after authentic and adventurous experiences:??

• 69% said they didn’t want to go back to the same place every year.??
• 82% would shun an organised trip, preferring instead to arrange their own itinerary.??
• 58% said they would spontaneously change travel plans if something better came along.??
• 64% said ‘getting to know the locals’ was an important part of a trip.??

With an unrivalled flight network, British Airways can take travellers to whichever destination best suits their personality type. With this in mind, High Life’s team of expert travel editors has matched each personality type with two destinations best suited to them:??

• True Authentics – Seville, Seoul??
• Wild Wanderers – Borneo, Colombia??
• Heritage Holidaymakers – Paris, New York???
• Connection Chasers – Scotland, Lanzarote??
• Escape Artists – Finland, Guyana??
• Fly-and-Floppers – Barbados, Greece???
• Package Passengers – Algarve, Chicago??
• Elite Retreaters – Maldives, Thailand???

To discover your own travel personality type and customised destination recommendations, visit https://bahighlife.com/holiday-ideas/quiz-what-s-your-travel-tribe ???

Team credits:??

• Marisa Cannon
• Jon Wiggins ?
• Rebecca Naylor
• Madeleine Gaskin ?
• Bryony Coleman ?
• Jamie McPherson ?
• Hannah Hudson ?

With thanks to:?

• Writer: Gemma Askham?
• Illustrator: Maggie Stephenson?