"There is an increasing trend among consumers to prioritise and safeguard their main holiday, which many consider essential and often spend abroad, even if it means sacrificing meals out, shows, events, day trips, and short breaks."

There is no substitute for time spent identifying and understanding target markets before thinking about what you are going to highlight as the special features of your destination. 

Consumer segmentation looks at motivations and influences on holiday decision-making, their perceptions of your destination, and attitudes towards discretionary spending or sustainable tourism. 

WHAT CAN YOU EXPECT? 

• Assess levels of demand
• Strengths as a destination of choice
• Key source of inspiration, information, and trust throughout the stages of the customer journey
• Cost of living concerns and implications
• How do environmental concerns affect people’s spending habits? Will they pay more for sustainable travel?

The research will inform future marketing, provide a better understanding of the consumer market, help develop future strategies, and ensure an excellent return on marketing investment.

WHO’S INCLUDED?

VISITORS

• Determine trip habits: how often do they visit, for how long, what they’re doing in the area, where they’re going within the destination, and where else they’re going afterwards.
• Determine the perception of the area as a visitor destination.
• Determine the reasons for visiting.
• Provide rated emotional intelligence of visitors’ perceptions, e.g., ‘It is easy to get to,’ ‘It has great food,’ ‘It is good value for money,’ ‘It offers unique experiences.’
• Determine what would make day trippers become staying visitors.

NON-VISITORS 

Why are they not coming? What puts them off? What might make them change their mind?

• Determine what deters people from visiting your destination.
• Provide comparative intelligence against other counties, e.g., ‘How appealing is this area against other UK destinations?’
• Provide evidence of what might make people visit your destination if it were better promoted.

HOW DO WE DO IT?

An online survey with consumers, using population-representative access panels, targeting past visitors and future-trip considerers.

This essential research will provide you with the best fighting chance to compete against other destinations for the lucrative short-break domestic market.