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CS Persona Mapping (Familiarity Seekers 46% (No Hassle Traveller (Defining…
CS Persona Mapping
Familiarity Seekers 46%
No Hassle Traveller
Defining Traits
- respect and self-esteem is important
- appreciate meaningful ordinary moments
- sense of duty to others
- anxious of potential bad experiences – as their time is precious
- like to indulge / rejuvenate
- work is important and a right of passage, but time consuming
- escape from responsibilities
- don't live to travel
- don't like unpredictability
CS Goals
Entry:
- Create shared ordinary experiences
- a space for "safe" escapes
Hook:
- provide way to serve others
- make spontaneity safe
Empower:
- make quality socialising predictable
- create space to show that living fully is their job ("don't live to travel"
Gentle Explorer
Defining Traits
- constrained by comfort / familiar
- demand "comfortable" spaces to get them out
- traditional values: "family" guide thinking
- appeal to authority
- don't like adjusting to unfamiliar
- lack faith to deal with uncertainties of everyday life
- less interested in other cultures >> don't feel there's anything new to learn
- like to compare to life at 'home', prefer "luxury"
CS Goals
Entry:
- Provide baby steps into the outdoors
- help them be more spontaneous
Hook:
- establish space to make unfamiliar > familiar
Empower:
- convince that the world is safe: 1) we got your back, 2) you are capable
- show them it's safe, don't tell
Learners 38%
Cultural Explorer
Defining Traits
- constant travel "digital nomad"
- like big groups / shared experiences
- love using imagination and sharing ideas
- constant search for uniqueness
- want to give back to those in need
- long for that which is beyond the practical, searches for surprise / astonishment
- enjoy spontaneity / thrilling fun
- seeking higher purpose (akin to Authentic Experiencer)
CS Goals
Entry:
- fuel their seeking
- group events that drive uniqueness, astonish / surprise.
Hook:
- help them find depth through purposes (like Authentic Experiencer)
Empower:
- provide platform to express / teach their story
Authentic Experiencer
Defining Traits
- understated traveller
- look for tangible engagement w/destination
- concerned about health of planet
- enjoy spontaneity (like surprises)
- like to maintain control / autonomy
- not big shoppers
- not swayed by beauty / appearances
- don't seek luxury, camping is fine
- like to do their own thing
- want to preserve their self-worth
- travel is NOT about escape
- focus on learning vs indulging
- "impact" is huge driver
- has tasted success / higher purpose in certain areas of life (e.g. Cam Mcdougall)
CS Goals
Entry:
- help them champion causes
Hook:
- create extraordinary experiences
Empower:
- make their lives better: learning, networking, access to resources to lead own programs (speed up their personal goals), amplify their impact (e.g. Nomad Cruise)
Indulgers 16%
Free Spirit
Defining Traits
- they have too many options
- like high energy + social sharing
- value brands, but selective for quality
- appreciate uniqueness / luxury / professional services
- adventurous / highly social
- like a variety of experiences
- skeptical towards advertising claims
- seek external validation
- scared to be vulnerable
How to Win
- Clear call to action
- partner with "cool" orgs
- use influencers to start a social conversation
CS Goals
Entry: Sell the Fun
Hook: Make "Vulnerable" cool (create the space)
Empower: Bring in "Cultural Explorer" to inspire and show who they can become