Advertising, Marketing & PR

North East Visitor Segment Profiles: Pen Portraits

One NorthEast Tourism has recently commissioned new research into the lifestyles and motivations of the most frequent visitors to our region.

The research reveals that 29% of the visitors who come here have children under the age of 15. This is higher than the national average, meaning that we are perceived as an excellent destination for visitors with families - a strength we should build on.

The remaining 71% are couples and groups of friends in the 25 - 50 age bracket, and empty nesters (mature couples whose children have grown up and left home).

So who are these people? What are they like? What is it about our region that attracts them?

Our most frequent visitors can be classified into four main types: Cosmopolitans, Traditionals, High Streets, and Discoverers. Below is a 'pen portrait' - a full customer profile - of each type.

Cosmopolitans

Outlook

• Strong, active and confident
• Do what they want rather than follow any particular fashion
• Stylish people, but individuality rather than fashion is important
• Comfortable trying new things that are out of the ordinary
• Happy to adopt traditional values when appropriate
• Early adopters, especially of technology, but based on personal interest rather than fashion
• Value and seek functionality in their purchases
• High-spending market, find it easy to justify expensive alternatives
• Individual attention is very important - and they are willing to pay for it
• Risk takers, they desire things that are new and different and like new challenges, both physical and intellectual
• Appreciate art and culture
• Full active lives, yet peace and relaxation are still valued

Demographic profile

• 19% of the GB population
• Even breakdown of ages: 34% under 35; 29% over 55
• 69% have internet access
• 33% have children at home
• 27% single, 51% married/ living as married
• Slight bias towards the higher SEGs: 57% ABC1
• 21% retired

Interests and activities

• Personal interests - Cosmopolitans like shopping, cooking, arts and culture.
• Days out and attractions - light bias towards heritage and arts or cultural attractions. Their active nature is also reflected in the fact that they have a strong appeal towards days out in the 'great outdoors' - this could be visits to a National Park, a walk in the country side or a day at the beach. The atmosphere that they are looking for in a day out is something that is educational and something that is mentally challenging.
• Shopping - In addition to quality high street outlets, they like places to shop that have a strong independent sector (e.g. antique shops or specialist shops).
• Eating & drinking - Cosmopolitans are the segment to eat out most often and are drawn to new, self found, or non-chain restaurants.
• Nights out - Cosmopolitans have a range of nights out that appeal and these include comedy, cabaret, theatre and ballet.
• Media - They spend less time viewing TV than the majority of other segments.
• Holidays - They are the most likely segment to take long haul flights and more independent operators (e.g. Kuoni, Expedia, Trailfinders or cruise operators).
• A good short break - Cosmopolitans like to escape, do their own thing and expand their knowledge or experience.

Traditionals

Outlook

• Main stream - members are self reliant and influenced by values not fashion
• Brand is not a key driver for purchases, but they are not brand averse
• More likely to hold traditional values
• Functionality is more important than style, though they like something out of the ordinary
• Value good service, and will pay for it, especially in terms of individual attention
• Sensible spenders unlikely to justify spending on expensive alternatives
• Live life at a relaxed pace, enjoy intellectual challenges, arts and culture.

Demographic profile

• 10% of the GB population
• Older profile: 73% over 45, 53% over 55
• 57% with internet access
• 21% with children at home
• 51% married or living as married, 28% widowed, separated or divorced
• 43% C1C2, 36% DE
• 58% took an overseas holiday in past 3 years
• 41% retired, 31% working full time

Interests and activities

• Days out and attractions - Traditionals like days out geared towards heritage and investigation. This includes National Trust attractions, churches and cathedrals and botanical gardens. They are looking for days out and attractions that are peaceful, relaxing, nostalgic and educational.
• Personal interests - Interests include gardening and arts and culture.
• Eating & Drinking - For Traditionals, the traditional pub is the type of eating and drinking establishment that holds the greatest appeal.
• A good night out - They like going for a drink or a meal out.
• Holidays - Being an older segment, they are most likely to use Saga, but also domestic niche operators (eg English Country Cottages). They are also most likely to use the telephone for booking.
• A good short break - Traditionals like the chance to escape, slow down and do their own thing.
• Media - They enjoy news, history and nature programmes on TV

High Streets

Outlook

• Take their information from other sources, rather than discover things for themselves
• Interested in fashion brands, style is more important than functionality or individuality
• Care what others think, which may hold back their choices
• Not first adopters of new things, but quicker than most segments
• Keen to follow when a fashion has been established
• Prepared to spend money on getting a good service
• Prepared to try new and different things, if they are in fashion
• An active segment, moderately interested in sports

Demographic profile

• 18% of the GB population
• Even split of ages: 30% under 35, 38% over 55
• 57% with internet access
• 30% have children at home
• 52% married or living as married, 24% single
• 50% ABC1, 50% C2DE
• 64% taken an overseas holiday in the past 3 years
• 27% retired, 42% working full time
• 69% owning their home (with a mortgage or outright)

Interests and activities

• Days out and attractions - The High Street segment likes most days out. There is a slight bias towards historical/ heritage attractions and living history attractions. They are looking for an educational experience from their days out. Cinema and theatre visits are also popular choices for this segment.
• Shopping - Being interested in fashion brands, days out that involve shopping appeals greatly to this segment. They are drawn to the main high street fashion stores (ag Next & River Island). For their shopping trips they like to go to places with a mid range offer but with a degree of quirkiness.
• Eating & drinking - High Streets like the mass market, established, well known chains (e.g. Bella Italia/ Pasta, TGI Fridays).
• Media - They enjoy soap operas and children's TV.
• Holidays - They are most likely to use a travel agent for booking holidays. Family orientated brands dominate (eg Butlins, Eurocamp, Centreparcs). This is the segment most likely to choose London for a break with their partner. It would be straightforward to entice this segment with the reassuring hotel, shopping, eating and theatre brands.

Discoverers

Outlook

• Independent of mind.
• Least likely to be worried about what others might think
• Little influenced by style or brand unless it represents values they are seeking
• Function far out rates style as a purchase driver
• Quite high spenders, value new products, services and experiences
• Judge their value for themselves: will spend if the product suits their needs
• Value good service
• Live a relatively relaxed pace of life
• Enjoy intellectual challenges, but arts and culture not really important to who they are

Demographic profile

• 13% of the GB population
• 47% between 25 and 44, 26% over 55
• High internet users: 70% with access
• 29% have children at home
• 55% married, 26% single
• 54% ABC1
• 70% took an overseas holiday in last 3 years
• 85% car ownership
• 45% have a mortgage

Interests and activities

• Personal interests - These include attending sporting events, computer games and DIY.
• Days out and attractions - Discoverers are drawn towards attractions that are geared towards investigation and amusement. This could include attractions such as zoos, science museums or living history attractions. They want to be fascinated and absorbed by their days out and go for something out of the ordinary.
• A good night out - Discoverers enjoy live music.
• Shopping - A discoverer is looking for something that is different from the norm and is more likely to be attracted towards markets.
• Eating and drinking - The types of eating and drinking establishments that appeal to a Discoverer are modern, functional but service orientated (eg Ha Ha Bar & Canteen, Bar Med). This segment eats out frequently.
• Media - They have a wide variety of interests when it comes to TV viewing including films, sport, nature comedy and science programmes.
• Holidays - They prefer independent travel companies (eg Trailfinders. They are a group likely to holiday off the beaten track or to try to learn something new on their holiday.
• A good short break - Discoverers want time to themselves, a chance to escape and the opportunity to expand their knowledge and experiences.