Audience persona · v1
Sustainability-Curious Traveller
Mid-life professional couple who want their holidays to mean something - but won't sacrifice comfort for it.
Demographics
35-55, dual-income, household GBP 80k+, London/SE/Bristol/Edinburgh, often parents of school-age kids
Psychographics
Believe small choices add up. Embarrassed by greenwashing. Will pay more for the real thing.
Media consumption
Guardian, FT Weekend, Monocle, Conde Nast Traveller. Substack newsletters. Instagram for ideas, Strava for receipts.
Values & drivers
Doing the right thing visibly, learning by doing, leaving somewhere better than they found it.
Pain points
Vague sustainability claims. Performative eco. Anywhere they suspect the marketing is ahead of the practice.
Decision triggers
Provable impact. A specific story (a returned species, a restored habitat). A peer recommendation.
Content preferences
Documentary-style content, interviews with practitioners, on-the-ground evidence. Not graphic-design heavy.
Trust signals
Named scientists or stewards on staff, third-party certifications they recognise, hard numbers (acres, species, tonnes).
In their words
"I want to actually understand what they're doing."
"We loved that it wasn't preachy."
"It made the kids ask better questions."