Are the digital nomads just one more target group?

Targeting “digital nomads”, in terms of advertisement,  is a lot more complicated than one might realise at first glance. In fact, it cannot be confused with the usual “tourist audience” (eg English, German), since we are talking about tourism.

The first is by definition “nomads”, (persons who from time to time move from place to place). Their national characteristics, therefore, do not have the same importance, as on the contrary with the traditional tourist audiences. Therefore, the components of the digital nomadic audience should be sought in other features.

One such feature is the income criteria, which must be taken seriously in the composition of the audience. For a large portion of digital nomads, the cost of living is a major factor in choosing their next destination. This is one of the reasons why Bali is a very popular destination for this audience. Thus, a destination (or region) with a relatively high cost of living (eg Athens, Paris, London), then it is reasonable to need to target higher-income nomads.

A second such feature concerns the technological infrastructure of an area. There are certain nomadic professions (eg architect, 3D animator) which due to the type of work have very high demands in terms of internet connection speeds. If this criterion is not met, then obviously even if the income criteria match the destination is not an option for this category.