hotels
and travel by
loser cruiser
EATING OUT
ENTERTAINING AT HOME
BOATING
CYCLING/MOUNTAIN BIKING
HIKING/MOUNTAIN CLIMBING
HOME MAINTENANCE
EMBRACING LIFE
Married/couple with children living at home
83%
Life cycle
45-49
50-54
30-34
35-39
40-44
Age
11%
Travel products that most appeal to this segment include:
OUTDOORS
CULTURE & HERITAGE
FOOD & WINE
• Outdoor adventures/experiences for the whole family (e.g. cycling, fishing,
canoeing, kayaking, adventure sports, boating, fishing, beaches)
• Cultural product
For more information please go to xxxxxxxxxxxxxxx
• Food/wine product
Who are the Embracing Life segment?
“A full life for you and your family”
Key marketing Proposition:
Market to this segment through:
• Special interest/out-doors media (including the web)
• Consumer shows (e.g.Boat shows)
• Business media and major dailies
Ideal holiday characteristics:
IDEAL
NOT IDEAL
What do they look for in a holiday?
EXCITING
DIFFERENT
RELAXING
FAMILY-FRIENDLY
NIGHTLIFE
BIG CITIES
OUTDOOR
ACTIVITIES
NATURE-BASED
EXPERIENCES
Embracing life are more likely to be
professionals
, and to earn a high
income
RELATIONSHIPS
FRIENDS/FAMILY
ENTERTAINING AT HOME
REDUCING DEBT/BUILDING ASSETS
CAREER/BUSINESS
HOME MAINTENANCE
BOATING/FISHING
HIKING/OUTDOORS
TRAVEL/HOLIDAYS
Interests & life priorities
On holiday they are more likely to stay in
motels
and
rented accomodation
, and to travel by
private car
and (sometimes)
bicycle
RAISING FAMILY
EMBRACING LIFE
Life cycle
Age
11%
Travel products likely to appeal to this segment include:
OUTDOORS
CULTURE & HERITAGE
FOOD & WINE
EXPERIENCES FOR THE WHOLE FAMILY
• Outdoor adventures/experiences for the whole family (e.g. cycling,
fishing, canoeing, kayaking, adventure sports, boating, fishing, beaches)
• Cultural product
For more information please go to www.tourismresearch.govt.nz/domseg
• Food/wine product
• Heritage events/experiences
• Youth/sporting/adventure events
Who is in the Embracing Life Segment?
“A FULL life for you and your family”
Key marketing proposition:
Market to this segment through:
• Business media
• Special interest groups/media/online
(e.g. golf/outdoor focussed, boating, fishing)
• Major daily newspapers
• Outdoor events and shows (e.g. boat/fishing shows)
Ideal holiday characteristics:
IDEAL
NOT IDEAL
What do they look for in a holiday?
RELAXING
FAMILY-FRIENDLY
NIGHTLIFE
BIG CITIES
OUTDOORS
NATURE-BASED
ROMANTIC
Members of the Embracing Life Segment are
likely to be
family-focussed
and earning
a
high income
Interests & life priorities
On holiday they are more likely to
travel with their
parents
and stay in
commercial accommodation
HAVING A GOOD TIME
CLUBBING/PARTIES
FINDING DIRECTION IN LIFE
SPORTS/HOBBIES
EDUCATION
TRAVEL/HOLIDAYS
MEETING PEOPLE
CAREER
FITNESS
AIMING HIGH
Life cycle
Age
Travel products likely to appeal to this segment include:
Adventure
WELLNESS EXPERIENCES
• Adventure and sports product (the BEST skiing, the BEST beaches,
the BEST mountain biking tracks)
For more information please go to www.tourismresearch.govt.nz/domseg
• Urban product (nightlife, bars, cafes/music events)
• Wellness experiences
Who is in the Aiming High Segment?
“More, bigger, best!”
Key marketing proposition:
Market to this segment through:
• Youth media (magazines, blogs)
• Online channels
• Interest groups (sports clubs, other affinity groups)
• Cinema
Ideal holiday characteristics:
What do they look for in a holiday?
EXCITING
SPORTING
CHALLENGING
DIFFERENT
NIGHTLIFE
BIG CITIES
BEACHES
SHOPPING
Aiming High are more likely to be
students
or
young professionals
from
affluent backgrounds,
often
living with their parents
or
friends
Embracing life
Searching
Rewarding
Making Do
Aiming High
Being there
Creating
Immersing
Married/couple with children who
are no longer living at home
60%
Married/couple with children living at home
Single with children
living at home
65%
23%
Single, no children
38%
Married/couple
no children
32%
Married/couple with children living at home
64%
Married/couple,
no children
Married/couple,
with children living at home
Married/couple, with children
who are no longer living at home
28%
24%
20%
Single, no children
70%
Single, no children
62%
24%
15-24
25-29
65 years and over
50-64
25-39
40-49
50-64
25-39
40-49
PAYING BILLS
READING
TIME WITHFAMILY/FRIENDS
Interests & life priorities
On holiday they are more likely to travel by
private car
or
campervan/motorhome
and to
stay in
private homes
or
motels
HEALTH
GARDENING
TRAVEL/HOLIDAYS
SOCIAL/COMMUNITY GROUPS HOME HOBBIES
BEING THERE
Life cycle
Age
22%
Travel products likely to appeal to this segment include:
GARDEN/NATURE
CULTURE & HERITAGE
ASSISTED TRAVEL
Who is in the Being There Segment?
“Being with family and friends”
Key marketing proposition:
Ideal holiday characteristics:
IDEAL
NOT IDEAL
What do they look for in a holiday?
NIGHTLIFE
CHALLENGING
SAFE
SCENERY
HERITAGE
Members of the Being There Segment more likely
than other segments to be
retired
Interests & life priorities
On holiday they are more likely to stay in
hotels,
motels,
or
serviced apartments
and to travel by
plane
or
company car
RELATIONSHIP
TELEVISION
REDUCING DEBT
SURFING ONLINE
TRAVEL/HOLIDAYS
BUILDING CAREER/BUSINESS
WATCHING SPORTS
BUILDING ASSETS
GOLF
REWARDING
Life cycle
Age
Travel products likely to appeal to this segment include:
GOLF PRODUCTS
SHORT BREAKS
FOOD & WINE
• Short breaks
• Golf products
For more information please go to www.tourismresearch.govt.nz/domseg
• Indulgence/pampering (accommodation, wellness experiences)
• Romantic weekends/short breaks
• Fashion events/shows
• Sports events/shows (e.g motoring, golf)
• Cruise product
• Food and wine experiences (events, vineyard tours)
Who is in the Rewarding Segment?
“You work hard, you deserve it”
Key marketing proposition:
Market to this segment through:
• Business media
• Special interest groups/media/online (e.g. golf clubs or magazines)
• Auckland specific media
• TV Sports/ News Channels
• Live sports events
Ideal holiday characteristics:
IDEAL
NOT IDEAL
What do they look for in a holiday?
SCENERY
FAMILY-FRIENDLY
ROMANTIC
CUISINE
NIGHTLIFE
BEACHES
NATURE
Rewarders are more likely to be
males
in
management or professional positions
,
living in
Auckland
25-39
15-24
40-49
50-64
40-49
25-39
50-64
50-64
40-49
25-39
Interests & life priorities
On holiday they are more likely to stay in
private
dwellings
and
backpackers
and travel by
private car
FINANCIAL OBLIGATIONS
FINDING DIRECTION IN LIFE
PETS
EDUCATION
BUILDING CAREER
PARKS AND GARDENS
THEATRE
HIKING
MUSICAL INSTRUMENTS
PAINTING
TRAVEL/HOLIDAYS
IMMERSING
Life cycle
Age
Travel products likely to appeal to this segment include:
OUTDOORS
CULTURE & HERITAGE
• Nature, health, wellness, cultural, artistic, musical, heritage, wildlife,
food and wine product, all with an interactive and educational focus
• Workshops
For more information please go to www.tourismresearch.govt.nz/domseg
• Hiking groups/routes (including catered)
Who is in the Immersing Segment?
“Expand your mind, add to your experiences,
enrich your life”
Key marketing proposition:
Market to this segment through:
• Special interest and lifestyle media (e.g health media, yoga/wellness media)
• Online channels (travel/lifestyle sites)
• Professional media/interest groups
• Tertiary education institutes
Ideal holiday characteristics:
IDEAL
NOT IDEAL
What do they look for in a holiday?
FAMILIAR
FAMILY-FRIENDLY
SPORTS
RELAXING
ENTERTAINING
NIGHTLIFE
CITY
DIFFERENT
SCENIC
AFFORDABLE
NATURE-BASED
CUISINE
PEACEFUL
HERITAGE
Members of the Immersing Segment are likely
to be
female
and
living in the city
and very likely
to be tertiary educated
Interests & life priorities
On holiday they are more likely to travel by
car/van
and to stay in
rented accommodation
PAYING THE BILLS
TIME WITH FAMILY/FRIENDS
HEALTH
VISITING MARKETS
SECOND HAND SALES
TRAVEL/HOLIDAYS
REDUCING DEBT
RAISING FAMILY
MAKING DO
Life cycle
Age
12%
Travel products likely to appeal to this segment include:
CHILDCARE ASSISTANCE
SECOND HAND SHOPS
FAMILY FRIENDLY/THEME PARK
• Family-friendly products
• Accommodation and activities offering
childcare facilities (e.g. kids’clubs)
• Nature-based experiences
For more information please go to www.tourismresearch.govt.nz/domseg
Who is in the Making Do Segment?
“You deserve a break”
Key marketing proposition:
Market to this segment through:
• Women’s magazines
• Lifestyle media
• Daytime TV and radio
• Advertising at fairs and markets
Ideal holiday characteristics:
IDEAL
NOT IDEAL
What do they look for in a holiday?
CULTURAL
AFFORDABLE
FAMILY-FRIENDLY
NIGHTLIFE
BIG CITIES
FOOD/WINE
SPORTING
ACTIVITIES
PEACEFUL
SAFE
EASY
Members of the Making Do Segment are more
likely than other segments to be
female
, earning
a
low income
and have
children living at home
Interests & life priorities
On holiday they are more likely to stay in
hotels
and to
travel by bus or by air
COMPUTER GAMES
TEXTING
HAVING A GOOD TIME
FINDING LIFE DIRECTION
EDUCATION
MUSIC
CLUBBING/PARTIES
UPDATING WEBSITES AND DOWNLOADING
TRAVEL/HOLIDAYS
CINEMA
SEARCHING
Life cycle
Age
Travel products likely to appeal to this segment include:
ONLINE GAMING
CONTIKI STYLE
SPORTS PRODUCT
Who is in the Searching Segment?
“Freedom and good times with friends”
Key marketing proposition:
Ideal holiday characteristics:
What do they look for in a holiday?
EXCITING
DIFFERENT
NIGHTLIFE
CITIES
BEACHES
SHOPPING
ENTERTAINING
Searchers are more likely to be
young
and
to
live with their parents or friends
15-24
25-39
Interests & life priorities
On holidays they are more likely to travel in a
private or company vehicle
and to be
visiting
friends and relatives
RAISING FAMILY
HEALTH
FINANCIAL OBLIGATIONS
BUILDING CAREER & ASSETS
COMMUNITY GROUPS
VISITING MARKETS
TRAVEL/HOLIDAYS
CHURCH/VOLUNTARY GROUPS
CREATING
Life cycle
Age
Travel products likely to appeal to this segment include:
OUTDOORS
CULTURE & HERITAGE
BEACHES
• Social/shared experiences
For more information please go to www.tourismresearch.govt.nz/domseg
• Events/ concerts/festivals
• Beaches/ nature product
• Camping
• Picnics/outdoor cooking
• Group accommodation
• History and heritage
• Cultural product
Who is in the Creating Segment?
“Good times to share with your family”
Key marketing proposition:
Market to this segment through:
• Special interest groups/ media (e.g cultural groups, cultural media)
• Online channels
• Targeted lifestyle media
• Cultural and community events
Ideal holiday characteristics:
What do they look for in a holiday?
RELAXING
FAMILY-FRIENDLY
OUTDOOR
ACTIVITIES
NATURE-BASED
EXPERIENCES
Members of the Creating Segment are more
likely to be from a
range of ethnic groups
and
to have a
tertiary (often trade) qualification
13%
13%
13%
8%
8%
• Day trip/short break (activity and event related)
• Garden/nature products/events
• History/heritage
For more information please go to www.tourismresearch.govt.nz/domseg
• VFR campaigns
• Concert/theatre & performing arts
• Assisted travel (transport, accommodation)
• Cruise product
• Small group tours (special interest)
Market to this segment through:
• Major daily newspapers
• Special interest media (e.g. gardening TV channels or publications)
• Affinity groups (e.g churches, Rotary, Probus, other voluntary groups)
• Targeted online channels (e.g news sites, Skype, online auction sites)
• Email marketing
• Contiki-style domestic product (including travel with experiences
and opportunities to meet new people)
• Urban activities (nightlife)
• Youth related events (online gaming and sports competitions,
sports exhibitions)
For more information please go to www.tourismresearch.govt.nz/domseg
• Adventure and/or sports products
Market to this segment through:
• Online, especially social media web-pages
• Youth media (magazines, blogs)
• Educational interest groups/institutions
• Marketing at events/parties
• Mobile applications
• Cinema
EVENTS
URBAN PRODUCT
URBAN PRODUCT
• Affordable and easy products
Married/couple,
no children
Married/couple with children living at home
(including in shared custody situations)
83%
• Special interest media (e.g skiing/snow boarding)
RAISING FAMILY
PERSONAL RELATIONSHIP
BUILDING CAREER/BUSINESS
BUY HOUSE/BUILD ASSETS
Interests & life priorities
Are more likely to stay in:
hotels
and travel by
loser cruiser
EATING OUT
ENTERTAINING AT HOME
BOATING
CYCLING/MOUNTAIN BIKING
HIKING/MOUNTAIN CLIMBING
HOME MAINTENANCE
EMBRACING LIFE
Married/couple with children living at home
83%
Life cycle
45-49
50-54
30-34
35-39
40-44
Age
11%
Travel products that most appeal to this segment include:
OUTDOORS
CULTURE & HERITAGE
FOOD & WINE
• Outdoor adventures/experiences for the whole family (e.g. cycling, fishing,
canoeing, kayaking, adventure sports, boating, fishing, beaches)
• Cultural product
For more information please go to xxxxxxxxxxxxxxx
• Food/wine product
Who are the Embracing Life segment?
“A full life for you and your family”
Key marketing Proposition:
Market to this segment through:
• Special interest/out-doors media (including the web)
• Consumer shows (e.g.Boat shows)
• Business media and major dailies
Ideal holiday characteristics:
IDEAL
NOT IDEAL
What do they look for in a holiday?
EXCITING
DIFFERENT
RELAXING
FAMILY-FRIENDLY
NIGHTLIFE
BIG CITIES
OUTDOOR
ACTIVITIES
NATURE-BASED
EXPERIENCES
Embracing life are more likely to be
professionals
, and to earn a high
income
RELATIONSHIPS
FRIENDS/FAMILY
ENTERTAINING AT HOME
REDUCING DEBT/BUILDING ASSETS
CAREER/BUSINESS
HOME MAINTENANCE
BOATING/FISHING
HIKING/OUTDOORS
TRAVEL/HOLIDAYS
Interests & life priorities
On holiday they are more likely to stay in
motels
and
rented accomodation
, and to travel by
private car
and (sometimes)
bicycle
RAISING FAMILY
EMBRACING LIFE
Life cycle
Age
11%
Travel products likely to appeal to this segment include:
OUTDOORS
CULTURE & HERITAGE
FOOD & WINE
EXPERIENCES FOR THE WHOLE FAMILY
• Outdoor adventures/experiences for the whole family (e.g. cycling,
fishing, canoeing, kayaking, adventure sports, boating, fishing, beaches)
• Cultural product
For more information please go to www.tourismresearch.govt.nz/domseg
• Food/wine product
• Heritage events/experiences
• Youth/sporting/adventure events
Who is in the Embracing Life Segment?
“A FULL life for you and your family”
Key marketing proposition:
Market to this segment through:
• Business media
• Special interest groups/media/online
(e.g. golf/outdoor focussed, boating, fishing)
• Major daily newspapers
• Outdoor events and shows (e.g. boat/fishing shows)
Ideal holiday characteristics:
IDEAL
NOT IDEAL
What do they look for in a holiday?
RELAXING
FAMILY-FRIENDLY
NIGHTLIFE
BIG CITIES
OUTDOORS
NATURE-BASED
ROMANTIC
Members of the Embracing Life Segment are
likely to be
family-focussed
and earning
a
high income
Interests & life priorities
On holiday they are more likely to
travel with their
parents
and stay in
commercial accommodation
HAVING A GOOD TIME
CLUBBING/PARTIES
FINDING DIRECTION IN LIFE
SPORTS/HOBBIES
EDUCATION
TRAVEL/HOLIDAYS
MEETING PEOPLE
CAREER
FITNESS
AIMING HIGH
Life cycle
Age
Travel products likely to appeal to this segment include:
Adventure
WELLNESS EXPERIENCES
• Adventure and sports product (the BEST skiing, the BEST beaches,
the BEST mountain biking tracks)
For more information please go to www.tourismresearch.govt.nz/domseg
• Urban product (nightlife, bars, cafes/music events)
• Wellness experiences
Who is in the Aiming High Segment?
“More, bigger, best!”
Key marketing proposition:
Market to this segment through:
• Youth media (magazines, blogs)
• Online channels
• Interest groups (sports clubs, other affinity groups)
• Cinema
Ideal holiday characteristics:
What do they look for in a holiday?
EXCITING
SPORTING
CHALLENGING
DIFFERENT
NIGHTLIFE
BIG CITIES
BEACHES
SHOPPING
Aiming High are more likely to be
students
or
young professionals
from
affluent backgrounds,
often
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