The Passionists: The Newest Niche of Travelers

Special interest tourism is a constantly diversifying area of business.

Already the options include adventure tourism, eco-tourism, music tourism, wellness travel, culinary travel, multi-generational travel, and shopping tourism, to name merely a few.

Now, another niche travel segment is emerging.

According to Red Roof, the latest subset of travelers are those who road-trip across the country to attend, compete in and experience their favorite passions first-hand. Thus, they have been given the name “The Passionists.”

“The Passionists are the convention, conference and event travelers who are avid gaming geeks, compete in obstacle course races, follow cornhole contests, dress up in cosplay, among many other hobbies and interests - and may use their Paid Time Off (PTO) to attend these events,” said Red Roof.

The company says Passionate travelers are looking to not only get away but to also find affordable and easy accommodations along the way. And while they may be working with a small budget, the desire to travel and tap into passion-driven activities will continue to increase.

In fact, research shows that even in a tight economy, people will not give up what they love to do, according to Red Roof. This year, 42 percent of travelers' plan to visit a destination that makes them feel like a child again for more traditional thrill-seeking adventures.

Red Roof has just announced a variety of new programs and offerings designed to attract The Passionists, including special incentives and discounts rewarding such travelers for indulging in their love for sporting events, competitions, and conventions.

"Whether it's the passion of dressing up in cosplay at comic conventions or the thrill of being the first to build up to 21 points in a cornhole competition, passionate pursuits are driving a segment of travel that Red Roof is addressing with targeted events and promotions," said Marina MacDonald, Chief Marketing Officer for Red Roof. "Gamers and comic book fans in particular, are loyal, devout Passionists and Red Roof knows that affordable lodging is key as they travel across the country to attend some of their favorite happenings."

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As this particular demographic hits the road, for instance, Red Roofs want to be their Budget Heroes, offering a 15 percent discount at locations across the country.

In addition, the brand has created an 'Along the Route' feature on its Budget Heroes website that allows users to easily find a Red Roof property as they go to and from conventions.

To further elevate the conversation with comic book fans and the geek community across the U.S., Red Roof is also teaming up with ReedPOP, a global producer of pop culture events.

Starting in March and ending in October at New York Comic-Con, Red Roof will participate at key gaming and comic book conventions including Chicago Comic & Entertainment Expo (C2E2) in Chicago, and PAX West in Seattle, kicking off 'Red Roof's Road to New York Comic Con' sweepstakes.

As part of the sweepstakes, fans can enter to win the ultimate VIP fan experience by visiting budgetheroes.com. The grand prize will include roundtrip airfare, a VIP pass to New York Comic-Con, a meet and greet celebrity experience, spending money and a stay at Red Roof's newest Red Collection property in New York, Lord & Moris Times Square Hotel. Sweepstakes winners will be selected mid-September.

Additional promotions and partnerships appealing to the Passionist communities will continue throughout the year.