Guest behaviour
How guests choose and book, how long they stay and how much they spend, when they travel and what holds them back — from official statistics and published studies, plus segmentation by lifestyle and needs rather than age.
Segment by needs and lifestyle, not by age
The same indications and wishes occur at very different ages. The data confirm it: the purpose of a trip changes behaviour more than age, and similar products can have opposite age profiles.
Official statistics on trips of European residents; latest published year. Compared with the EU average where published. There is no separate 'treatment' purpose: it is part of 'other personal purposes'.
How trips of 4+ nights are booked
Shares of trips by accommodation booking channel and the online share.
Length and spending by purpose
Nights per trip and spend per night, euro.
When people leave (4+ nights)
Share of trips by month of departure; line: EU average.
Why people do not travel
Share of non-travellers by reason; several reasons possible.
Booking channels by country
Trips of 4+ nights; online platforms are part of the agency share.
| Country | Online | Direct | Agency | of which platforms | No booking | Year |
|---|
What guest studies show
Open-licence studies of wellness, resort and medical-travel guests: country, year, sample, method, key finding and numbers from their tables.
Segment model: needs and lifestyle
The pilot project's expert model (version A): 12 segments by resources, prevention, need for treatment, evidence, luxury and escape — without age. Scores 0–100 and thresholds are hypotheses to be tested by a guest survey.
| ID | Segment | Profile 0–100 | Fit | Share | Nights | Willing to pay per day |
|---|
Micro-segment topology: version B
12 need-state and lifestyle archetypes in four cores, in an 8-axis space. Built from a secondary review of industry reports and studies; coordinates are the platform's expert estimates from the archetype descriptions, not measurements. No age or gender.
Archetype map
Transition paths
How guests move between segments after life events. Hypotheses; probabilities will come from repeat surveys.
Click a row to see the need, trigger, products and market signals. Signals are secondary data from the review, not verified by the platform.
Country clusters by traveller behaviour
Acquisition funnel: KPI cascade
Cascade: traffic → enquiries → bookings → prepayment → arrivals → extra services → repeat visits, with revenue and acquisition cost. Change the inputs and the cascade recalculates.
The 'emerging wave': traffic investment brings arrivals after 3–6 months, so never judge a campaign by one month.