Four Years of R&D.
One Framework.
The Traveler DNA Framework is built on three pillars of established psychology, refined through 4 years of proprietary research. It's not a quiz — it's a scientifically grounded personality assessment designed specifically for travel behavior.
Built on Proven Science
Big Five Personality Traits (OCEAN)
The gold standard in personality psychology. Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism map directly to travel preferences — from adventure tolerance to planning style.
Costa & McCrae, 1992
Jungian Cognitive Functions
Carl Jung's framework of cognitive processing styles reveals how travelers perceive and make decisions. Sensing vs. Intuition, Thinking vs. Feeling — each shapes the travel experience differently.
Jung, 1921; Myers-Briggs Foundation
Travel Motivation Theory
Decades of tourism research on push-pull factors, escape-seeking dichotomies, and intrinsic travel motivations. Why people travel matters more than where they go.
Crompton, 1979; Dann, 1977; Iso-Ahola, 1982
30 Dimensions of Travel Personality
Each marker is a measurable behavioral dimension that influences how a person experiences travel. Together, they create a unique fingerprint.
Personality & Cognition
Travel Style & Preferences
Motivations & Values
Behavioral Patterns
Contextual Factors
Every Traveler Has a Type
The 30 markers combine into 14 primary archetypes — with 182 possible blends. Each archetype has distinct preferences, motivations, and ideal experiences.
The Wanderer
Unstructured exploration, serendipity-driven
The Cultural Purist
Deep cultural immersion, authenticity-focused
The Adrenaline Architect
Extreme experiences, thrill-seeking
The Sensory Epicurean
Culinary and sensory-driven travel
The Wellness Pilgrim
Health, healing, spiritual rejuvenation
The Luxury Connoisseur
Premium experiences, exclusivity
The Heritage Seeker
Historical and ancestral exploration
The Eco-Guardian
Sustainable and conservation-focused travel
The Social Connector
Community and relationship-driven travel
The Digital Nomad
Work-travel integration, connectivity
The Family Architect
Multi-generational, family-focused travel
The Romantic Voyager
Couple-focused, intimacy-driven travel
The Knowledge Hunter
Educational and intellectual exploration
The Celebration Curator
Event and milestone-driven travel
Most travelers are blends of 2-3 archetypes, creating 182 unique combinations
From Quiz to Intelligence
Scoring Engine
Weighted algorithm maps quiz responses to 30 marker scores on a 0-100 scale
Classification
Machine learning classifies marker profiles into primary and secondary archetypes
Matching
AI matches archetype profiles to destinations, experiences, and travel styles
Learning Loop
Post-trip feedback refines the model. Accuracy improves with every interaction
Ready to Integrate the Science?
See how the 30-Marker Framework can transform your agency's approach to personalisation.