VisitScotland Insights Department Segmentation Serco: Caledonian - - PowerPoint PPT Presentation
The UK Holiday Taking Market VisitScotland VisitScotland Insights Department Segmentation Serco: Caledonian Sleeper 24 th October, 2016 Jacqui Souter, Senior Marketing Insight Manager 2 nd November, 2016 Agenda The UK Market Volume
Serco: Caledonian Sleeper
24th October, 2016
The UK Holiday Taking Market – VisitScotland Segmentation
Jacqui Souter, Senior Marketing Insight Manager 2nd November, 2016
– What is segmentation? How should it be used? – Target segments for Cairngorms National Park
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Volume & Value of Domestic Tourism 2015 (Cairngorms)
Scotland 77% England 23%
Trips: 433,000 Spend: £103m
Scotland 57% England 43%
Source: GBTS 2015 (Cairngorms NP)
Key English Regions: North East, North West, Yorkshire
DESTINATION SNAPSHOT – QUARTER 1 2016
Cairngorms National Park
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A region of breath-taking beauty, which mixes nature with sporting
consideration.
55%
Loyalists
Never been
70%
Nature
88%
Beautiful
57%
Sports
60%
Adventure
76%
Lots to see & do
82%
Breath-taking
Top associations
12%
Spring‘/ Summer‘15
2%
Often visit
Likelihood of future visit - T3B
Autumn ‘15/ Winter ‘16
14%
Spring‘/ Summer‘15
16%
Autumn ‘15/ Winter ‘16
Visited in last 12 months
11%
Seaside
16%
Shopping
28%
Arts
Bottom associations
Considerers
9% 53%
Sometimes visit
24%
Non intenders
Brand Perceptions – UK Communications Tracker 2016
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Segmenting the UK Audience
Why segmentation?
spend and target communications at the right consumers within the UK for all marketing channels
– People mainly come to Scotland and its regions due to their attitudes towards us as a destination
brand and loyalty dynamics specific to the destination
Key Factors Attitudinal Based Segmentation
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NOTE: Age and presence of children did not emerge as factors in this segmentation
Some high level results
Vital Statistics: the “last year funnel”
68% spent more than one night away on holiday or s/b 58% took a holiday or s/b in UK/Ireland 100% UK representative sample surveyed 13% took a holiday or s/b in Scotland
Omnibus survey March 2013; base 2132 representative of UK
Vital Statistics: the loyalty ladder
Regular 8% Occasional 13% Lapsed 25% Prospect: 24% Rejecter 31% I often take short breaks or holidays in Scotland and intend to do so again within the next six months I sometimes take short breaks or holidays in Scotland and intend to do so again in the next couple of years I have taken a short break or holiday in Scotland once or twice before and might do so again I have never been on a short break or holiday in Scotland, but would like to I am not likely to take a short break or holiday in Scotland in the future (23%)
I have taken a short break or holiday in Scotland before and do not intend to do so again (8%)
Omnibus survey March 2013; base 2132 representative of UK
Segmentation Solution
VisitScotland Segments
AFFLUENT YOUNGER
HEAVY TECHNOLOGY USERS
Above average income Highest volume in work
Confident Career minded Energetic Sociable
32%
Have Children At Home
Outdoor holidays Off the beaten track Cultural activities Online reviews Recommendations Friend’s posts/photos
Regulars 18% Occasionals 13% Lapsed 34%
Prospects 35% (Highest)
Distance Lack of knowledge Unreliable weather
Adventure Seekers
1.2 Million Households
“I’d like to go there. The one prohibitor is just the distance…we would have to get a flight or go for 10 days ‘cos it is quite a drive” “It’s a different kind of holiday…it appeals to a certain type of person but it wouldn’t appeal to everybody” “Somewhere we can go diving or snorkelling, nice terrain to go for walks, sightseeing, historic things…not waterparks or nightclubs” “We need lots of space and lots of outdoor activities”
Introvert Solitude Life at own pace
SCOTLAND IS THEIR MAIN DESTINATION OF CHOICE
LESS AFFLUENT
LOYALTY
KEEPING UP
MID AFFLUENCE MIDDLE TO UPPER AGE BANDS
PASSIONATE ABOUT SCOTLAND
Peace & Quiet Unwinding Rural Gentle outdoors
barriers
visits across Scotland
1.1 Million Households
Natural Advocates: Quotes
“I think Scotland’s nature is
long time before I felt I needed to go abroad to see nature” “My ideal holiday involves as few people as possible” “It’s pictures of barren Scottish nature that make me think ‘that’s where we should go’.”
“Last May we were in Westray in Orkney for a little
bit more than a week. It was glorious, lovely, the weather was spectacular, we got wonderful walks, the place we stayed was quite nice, everything was easy to get to, we had a very nice time”
LESS AFFLUENT
OLDER
67% HAVE A SOCIAL MEDIA A/C
Below segment average income Working full time
Traditional Cautious Habitual Planners
Touring Historical places Scenery/Wildlife Engaging with locals Cautiously engaging with mobile & new technology Regulars 21% Occasional 16% Lapsed 44% Prospects 20%
Cost of travel Cost of accom Distance
High holiday nights away per annum
1 Million Households
AFFLUENT
TRAVEL BOOKS
Above average income Middle to upper age bands
Curious Live life to full Adventure Learning Global view
Mix of offline and
Recommendations Review sites Regulars 14% Occasionals 18% Lapsed 40% Prospects 28%
Distance Few connections Value for money
New experiences History & Culture Authentic Learning
48% feel Scotland has new things to discover
1.9 Million Households
How w can it work rk for you? u? A worksho kshop exer erci cise
prospective customers
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particular segment?
marketing to deliver a more relevant message / convert that booking?
– What channels should you use? – How can you use media insights to help?
increase the scope of your activity / extend reach to this segment?
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Serco: Caledonian Sleeper
24th October, 2016
The UK Holiday Taking Market – VisitScotland Segmentation
Jacqui Souter, Senior Marketing Insight Manager 2nd November, 2016
Further Information: www.visitscotland.org/research_and_statistic s/visitor_research/uk_visitors.aspx