Presentation is loading. Please wait.

Presentation is loading. Please wait.

California Tourism TGI Segmentation August 13 th 2008.

Similar presentations


Presentation on theme: "California Tourism TGI Segmentation August 13 th 2008."— Presentation transcript:

1 California Tourism TGI Segmentation August 13 th 2008

2 Agenda Background Segmentation Methodology Pen Portraits Media Habits Holiday Behaviour Next Steps Appendix

3 Background Black Diamond identified a need to undertake research in order to segment the Long Haul travel market ævolve were asked by Black Diamond to suggest ways to approach this segmentation ævolve were asked by Black Diamond to draw comparisons between their approach and the Mintel research project We highlighted the pros and cons of 3 different segmentation approaches We eventually went for the TGI route

4 Proposed solutions 3 proposed solutions Bespoke projects therefore can ensure that questions are tailored to focus on holidays and cover the key requirements of CT Off the shelf research tool – therefore no opportunity to shape questions used. Only limited holiday questions included

5 Segmentation Methodology

6 ævolve believe that a segmentation including information on ALR would provide the best determinant of behaviour BEHAVIOUR/NEEDS are derivative of attitudes, life-stage and resource ATTITUDES: can be general and stable (values and beliefs) through to market specific and/or volatile (brand-disposition) LIFESTAGE: covers marital status, presence of children, work status, age RESOURCE: includes income, free-time, health, education, home ownership, gender BEHAVIOUR (needs) RESOURCE LIFESTAGE ATTITUDES The ALR Market Segmentation Approach

7 Method All adults 15+ (48.1m) Universe: Aged 18+ and have taken long haul holiday in last/last but one holiday (6.6m, 14.3%) Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd) Source: TGI Jan – Dec 07 General Lifestyle Aged 25 – 64 (75%, 112) High social grade - AB (37%, 139), C1 (14%,115) High Income - HH £35,164 vs. £27,873 (Adults18+) Work Full-time (49%, 130) Married – Married/ Live as Married (69%, 107) Less likely to have children in HH (25%, 79) Holiday Slightly less holidays in GB – 1.65 vs. 1.68 (Adults18+) More holidays abroad – 1.76 vs. 1.63 (Adults18+) Spent more on last holiday - £1353 vs. £784 (Adults18+) Adults 18+ Key themes More likely to Like the idea of travelling abroad (90%, 136) I try go somewhere different on holiday (56%, 143) I prefer holidays off the beaten track (33%, 129) On holiday I only want to eat,drink &sunbathe (22%, 123) I like holidays where activities are organised (17%, 132) Less likely I like to go back to familiar places for holiday (33%, 91) I would never think of taking a package holiday (16%, 95) Key themes Active, seeking challenge and adventure Cultured / Career oriented / Ambitious Prefer premium / quality products/services Enjoy shopping and buying new products Image conscious Opinion leaders

8 Method Aged 18+ and have taken long haul holiday in last/last but one holiday (6.6m) Base Household income Variables used for cluster analysis Have children in HH / Do not have children in HH INPUTS OUTPUTS Cultured Explorers Silver Voyagers Disillusioned Homebodies Aspirational Adventurers Seasoned Globetrotters Holiday Escapists Premium Families Relaxed Habituals Several holiday statements e.g. On holiday I only want to eat, drink and lie in the sun I try to go somewhere different on holiday every time I like holidays where activities are organised I prefer holidays off the beaten track I like to go back to familiar places for holiday Several lifestyle statements Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd) Source: TGI Jan – Dec 07

9 Previous Segments Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd) Source: TGI Jan – Dec 07 Baby Boomers - time and cash rich and looking for experiences and have the time to dedicate to them. Good Lifers - only want the very best. Interested in fines wines, foods, spas and hotels Passionate Achievers - Use their holidays to indulge their passions; golf, ski, sailing, mountain biking and hiking Experience Hunters - Need to see the sights, Golden Gate Bridge, Malibu, Beach, Palm Springs.

10 Segment Map – age vs. household income Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd) Source: TGI Jan – Dec 07

11 Segment Map - number of holidays vs. amount spent Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd) Source: TGI Jan – Dec 07

12 Pen Portraits Cultured Explorers (1.04m) Silver Voyagers (0.78m) Disillusioned Homebodies (1.00m) Aspirational Adventurers (0.74m) Seasoned Globetrotters (0.71m) Holiday Escapists (0.63m) Premium Families (0.90m) Relaxed Habituals (0.79m)

13 Cultured Explorers Demographics Male (52%, 107) Female (48%, 94) Child in HH (14%, 55) Aged 0-1 (1%, 149) Aged 1-4 (6%, 72) Aged 5-9 (5%, 54) Aged 10-15 (6%, 42) AB (49%, 134) N/W (9%, 66) Above average wealth Mean hhld income = £39,094 (av.=£35.164) Less likely to have kids Married but more likely to be Single FT Work Status Even Male / Female Split Single (29%, 163) D/W/S (11%, 84) Low-mid age bias (25-44) Mean Age = 43.3 years (av.=45.9) Base: Cultured Explorers (427 unwtd, 1.04m wtd) Source: TGI Jan – Dec 07 AB Social Grade 18-24 25-34 35-44 45-54 55-64 65+ 0-£10k £10k-£20k £20k-£30k £30-£40k £40k-£50k £50k+ 50100150 50100150 Retired (19%, 89) Married (60%, 87) 10% 17% 22% 19% 17% 14% Base% 8% 16% 15% 14% 13% 20% C1 (35%, 103) C2 (10%, 62) DE (5%, 43) FT (60%, 121) PT (13%, 79) Index Base%Index Age vs. Income

14 Cultured Adventure Seek Challenge Ambitious Premium / Quality Image Conscious Ethical I like to be surrounded by different lifestyles (86%, 161) I am interested in other cultures (89%, 153) I have a keen sense of adventure (91%, 168) You should seize opportunities in life when they arise (97%, 116) I like to pursue a life of challenge, novelty & change (85%, 192) I would like to set up my own business one day (35%, 139) I want to get to very top in my career (43%, 156) I look on the my work I do as my career rather than just a job (59%, 142) I have expensive tastes (45%, 139) I go for premium rather than standard goods/ services (32%, 124) It is important to be attractive to the opposite sex (62%, 127) I Like To Keep Up With The Latest Fashion (32%, 120) It is important that a company acts ethically (78%, 121) Base: Cultured Explorers (427 unwtd, 1.04m wtd) Source: TGI Jan – Dec 07 Cultured Explorers Key Themes

15 Base: Cultured Explorers (427 unwtd, 1.04m wtd) Source: TGI Jan – Dec 07 Cultured Explorers Holiday Attitudes

16 Cultured Explorers Holiday Behaviour Above average number of holidays abroad 1.9 holidays a year (av.=1.76) Three Or More (24%, 132) Two (41%, 105) One (34%, 81) Below average cost of last holiday £1,196* (av.= £1,353) Less than £750 (43%, 120)* £750 - £ 1750 (26%, 84)* £1750+ (29%, 92)* Booking Method*Type of Holiday* Turkey (6.2%, 64) France (5.6%, 132) Italy (4.4%, 138) Canada (4.3%, 108) Malay./ Sing./Thai. (4.1%, 108) USA California & The West (3.4%, 132) Florida (3.1%, 43) Elsewhere in USA (13.4%, 131) Own Travel/Acc. Arrangements (66%, 157) Tour Operator - Package (11%, 76) Travel Agent - Flight Only (9%, 75) Travel Agent - Flight & Acc. (8%, 72) Travel Agent - Package (6%, 31) Travel Agent - Acc. Only (4%, 136) Tour Operator - Flight Only (3%, 72) The Internet (52%, 122) Family/ Friends (25%, 145) Been There Before (13%, 94) Tour Op./Travel Co. (11%, 90) Travel Agent shop (10%, 45) Brochures (6%, 64) Tourist Info. Centre (2%, 176) Accommodation Provider (1%, 96) TV Teletext Services (1%, 33) Hotel (B&B) (23.2%, 145) Friends/ Relations (18.4%, 112) Rent Villa/Flat/Cottage/Chalet (17.7%, 135) Hotel (Full/Half Board) (11.9%, 85) Hotel (Room Only) (11.6%, 93) Guest House/B&B (5.4%, 185) Hotel (All Inclusive) (4%, 34) Holiday Home/Time Share (3.5%, 86) Tent (1.9%, 174) City/Short Break (25%, 180) Beach/ Resort (16%, 48) Lakes & Mountains (10%, 247) Multi- Country (4%, 136) Cruise (3%, 71) Watersports (3%, 366) Skiing (2%, 212) Boating Holiday (2%, 437) Safari (2%, 134) Disney World (Florida) (2%, 38) Sources of Info*Accommodation* Top Destinations* Base: Cultured Explorers (427 unwtd, 1.04m wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

17 Silver Voyagers Demographics Male (43%, 89) Female (57%, 111) Child in HH (6%, 25) Aged 0-1 (3%, 304) Aged 1-4 (4%, 45) Aged 5-9 (1%, 8) Aged 10-15 (2%, 15) AB (40%, 108) N/W (9%, 69) Average wealth Mean hhld income = £37,250 (av.=£35,164) Less likely to have kids Married Retired & FT Work Status Slight Female Bias Single (6%, 36) D/W/S (15%, 117) Older Age bias (45+) Mean Age = 52.6 years (av.=45.9) Base: Silver Voyagers (383 unwtd, 0.78m wtd) Source: TGI Jan – Dec 07 ABC1 Social Grade 18-24 25-34 35-44 45-54 55-64 65+ 0-£10k £10k-£20k £20k-£30k £30-£40k £40k-£50k £50k+ 50100150 50100150 Retired (34%, 161) Married (78%, 113) 10% 17% 22% 19% 17% 14% 8% 16% 15% 14% 13% 20% C1 (34%, 100) C2 (14%, 83) DE (12%, 98) FT (42%, 86) PT (15%, 90) Base%Index Base%Index Age vs. Income

18 Happy Patriotic Reserved Outlook Financial Security Premium / Quality Home Loving Image & Health Conscious Im perfectly happy with my standard of living (82%, 121) I buy goods produced in own country whenever I can (56%, 130) Disagree – A single European currency would be good for Britain (62%, 119) Disagree - I have a keen sense of adventure (27%, 234) Disagree - I like taking risks (77%, 175) Stocks & shares too risky investment for me (35%, 140) Finance - important to be well insured for everything (80%, 120) Im prepared to pay more for prods that make life easier (66%, 134) I go for premium rather than standard goods/ services (35%, 134) I get a good deal of pleasure from my garden (74%, 124) I enjoy entertaining people at home (76%, 117) I really enjoy shopping for clothes (46%, 123) I always look for light/diet versions of food/ drink (39%, 121) Base: Silver Voyagers (383 unwtd, 0.78m wtd) Source: TGI Jan – Dec 07 Silver Voyagers Key Themes

19 Base: Silver Voyagers (383 unwtd, 0.78m wtd) Source: TGI Jan – Dec 07 Silver Voyagers Holiday Attitudes

20 Silver Voyagers Holiday Behaviour Booking Method*Type of Holiday* Turkey (10.4%, 108) Egypt (10.1%, 164) West Indies/Caribbean (7.7%, 118) Australia/ New Zealand (6.4%, 137) Elsewhere In Africa (6.3%, 134) USA California & The West (3.3%, 131) Florida (3.5%, 48) Elsewhere in USA (12.1%, 118) Own Travel/Acc. Arrangements (30%, 72) Travel Agent - Package (27%, 133) Tour Operator - Package (18%, 130) Travel Agent - Flight & Acc. (14%, 121) Travel Agent - Flight Only (11%, 89) Tour Operator - Flight Only (4%, 82) Travel Agent - Acc. Only (2%, 56) The Internet (45%, 105) Travel Agent shop (25%, 116) Tour Op./Travel Co. (14%, 119) Brochures (14%, 160) Family/ Friends (12%, 69) Been There Before (12%, 83) Accommodation Provider (2%, 128) Hotel (B&B) (18%, 110) Hotel (All Inclusive) (15%, 132) Friends/ Relations (15%, 89) Hotel (Full/Half Board) (14%, 103) Hotel (Room Only) (12%, 98) Rent Villa/Flat/Cottage/Chalet (10%, 77) Holiday Home/Time Share (2%, 60) Caravan (2%, 127) Guest House/B&B (2%, 62) Beach/ Resort (38%, 114) City/Short Break (11%, 77) Cruise (8%, 201) Lakes & Mountains (6%, 140) Multi- Country (2%, 84) Disney World (Florida) (2%, 46) Coach Tour (2%, 89) Golfing (1%, 237) Sources of Info*Accommodation* Top Destinations* Above average number of holidays abroad 1.91 holidays a year (av.=1.76) Three Or More (25%, 137) Two (40%, 103) One (35%, 82) Slightly above average cost of last holiday £1,384* (av.= £1,353) Less than £750 (31%, 86)* £750 - £ 1750 (38%, 125)* £1750+ (29%, 94)* Base: Silver Voyagers (383 unwtd, 0.78m wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

21 Premium Families Demographics Male (46%, 94) Female (54%, 106) Child in HH (100%, 402) Aged 0-1 (1%, 114) Aged 1-4 (28%, 336) Aged 5-9 (39%, 420) Aged 10-15 (64%, 447) AB (39%, 105) N/W (12%, 190) Higher than average wealth Mean hhld income = £39,067 (av.=£35,164) Have kids in household Married FT & PT Work Status Even Male / Female Split Single (12%, 65) D/W/S (6%, 43) Younger bias (25-54) Mean Age = 38.9 years (av.=45.9) Base: Premium Families (381 unwtd, 0.90m wtd) Source: TGI Jan – Dec 07 AB & DE Bias Social Grade 18-24 25-34 35-44 45-54 55-64 65+ 0-£10k £10k-£20k £20k-£30k £30-£40k £40k-£50k £50k+ 50100150 50100150 Retired (31%, 10) Married (83%, 120) 10% 17% 22% 19% 17% 14% 8% 16% 15% 14% 13% 20% C1 (33%, 97) C2 (14%, 84) DE (15%, 116) FT (37%, 104) PT (19%, 127) Base%Index Base%Index Age vs. Income

22 Family focused Time Poor Budget conscious Value Seeking Brand Switching Image conscious Not cultured I find it difficult to say no to my kids (39%, 155) My family is more import to me than my career (91%, 114) I don't have time to spend preparing & cooking food (23%, 122) Not enough hours in the day to do everything (69%, 114) Shopping - when doing h/h shopping I budget for every penny (22%, 129) Disagree - It's worth paying extra for quality goods (9%, 158) Disagree – Im prepared to pay more for prods that make life easier (17%, 117) Disagree - When I find a brand I like I tend to stick to it (13%, 129) I'm tempted to buy prods I've seen advertised (30%, 124) I spend a lot on clothes (25%, 129) I like to keep up with the latest fashion (31%, 113) Disagree - I am interested in other cultures (21%, 151) Base: Premium Families (381 unwtd, 0.90m wtd) Source: TGI Jan – Dec 07 Premium Families Key Themes

23 Base: Premium Families (381 unwtd, 0.90m wtd) Source: TGI Jan – Dec 07 Premium Families Holiday Attitudes

24 Premium Families Holiday Behaviour Booking Method*Type of Holiday* Turkey (13.5%, 141) West Indies/Caribbean (6.4%, 99) Egypt (5.4%, 88) Other Asia (5%, 137) Morocco/ Tunisia (4.2%, 111) USA California & The West (3.1%, 122) Florida (11.2%, 155) Elsewhere in USA (5.8%, 56) Own Travel/Acc. Arrangements (31%, 75) Travel Agent - Package (29%, 144) Travel Agent - Flight & Acc. (14%, 123) Tour Operator - Package (13%, 94) Travel Agent - Flight Only (10%, 86) Tour Operator - Flight Only (6%, 133) Travel Agent - Acc. Only (2%, 72) The Internet (41%, 96) Travel Agent shop (37%, 174) Family/ Friends (18%, 103) Been There Before (15%, 106) Brochures (10%, 119) Tour Op./Travel Co. (10%, 87) Accommodation Provider (2%, 147) TV Teletext Services (2%, 86) Hotel (Room Only) (19%, 151) Rent Villa/Flat/Cottage/Chalet (16%, 124) Friends/ Relations (16%, 95) Hotel (All Inclusive) (15%, 133) Hotel (Full/Half Board) (13%, 96) Hotel (B&B) (10%, 61) Holiday Home/Time Share (5%, 115) Caravan (2%, 122) Beach/ Resort (47%, 143) Disney World (Florida) (12%, 236) City/Short Break (12%, 85) Lakes & Mountains (4%, 90) Multi- Country (2%, 60) Watersports (1%, 140) Sources of Info*Accommodation* Top Destinations* Below average number of holidays abroad 1.6 holidays a year (av.=1.76) Three Or More (10%, 55) Two (40%, 101) One (50%, 119) High average cost of last holiday £1,640* (av.= £1,353) Less than £750 (25%, 69)* £750 - £ 1750 (29%, 94)* £1750+ (45%, 145)* Base: Premium Families (381 unwtd, 0.90m wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

25 Aspirational Adventurers Demographics Male (52%, 111) Female (48%, 89) Child in HH (29%, 118) Aged 0-1 (2%, 208) Aged 1-4 (11%, 129) Aged 5-9 (11%, 121) Aged 10-15 (16%, 108) AB (27%, 74) N/W (15%, 111) Average wealth Mean hhld income = £35,792 (av.=35,164) Higher likelihood to have kids Single bias but most married FT Work Status Even Male/Female Split Single (25%, 140) D/W/S (17%, 128) Younger age bias (18-34) Mean Age = 40.5 years (av.=45.9) Base: Aspirational Adventurers (320 unwtd, 0.74m wtd) Source: TGI Jan – Dec 07 C1C2 Social Grade 18-24 25-34 35-44 45-54 55-64 65+ 0-£10k £10k-£20k £20k-£30k £30-£40k £40k-£50k £50k+ 50100150 50100150 Retired (13%, 61) Married (59%, 85) 10% 17% 22% 19% 17% 14% 8% 16% 15% 14% 13% 20% C1 (40%, 119) C2 (24%, 145) DE (8%, 66) FT (59%, 119) PT (14%, 84) Base%Index Base%Index Age vs. Income

26 Image Conscious Ambitious Approval Seeking Premium / Quality Spend thrift Cultured Ethical / Environmental I like to stand out in a crowd (34%, 229) I like to keep up with the latest fashion (57%, 210) I am willing to sacrifice time with family in order to get ahead (36%, 255) I want to get to very top in my career (53%, 194) It's import my family thinks I'm doing well (60%, 155) It's import to me to feel respected by my peers (87%, 121) I have expensive tastes (67%, 205) I go for premium rather than standard goods/ services (51%, 195) I tend to spend money without thinking (27%, 163) I am no good at saving money (32%, 158) I like to be surrounded by different lifestyles (80%, 150) I am interested in other cultures (80%, 136) I never buy toiletries/ cosmetics tested on animals (50%, 127) Im prepared to pay more for environmentally friendly prods (52%, 126) Base: Aspirational Adventurers (320 unwtd, 0.74m wtd) Source: TGI Jan – Dec 07 Aspirational Adventurers Key Themes

27 Base: Aspirational Adventurers (320 unwtd, 0.74m wtd) Source: TGI Jan – Dec 07 Aspirational Adventurers Holiday Attitudes

28 Aspirational Adventurers Holiday Behaviour Booking Method*Type of Holiday* Egypt (10.8%, 175) Turkey (10.7%, 111) France (9.4%, 223) West Indies/Caribbean (6.7%, 104) Other Europe (6.3%, 217) USA California & The West (0.7%, 26) Florida (7.7%, 107) Elsewhere in USA (11.1%, 108) Own Travel/Acc. Arrangements (39%, 93) Travel Agent - Package (25%, 122) Travel Agent - Flight Only (16%, 133) Tour Operator - Package (15%, 109) Travel Agent - Flight & Acc. (8%, 74) Tour Operator - Flight Only (7%, 137) The Internet (49%, 114) Travel Agent shop (24%, 112) Family/ Friends (20%, 114) Tour Op./Travel Co. (10%, 88) Brochures (8%, 97) Been There Before (7%, 47) TV Teletext Services (5%, 237) Tourist Info. Centre (3%, 235) An Advertisement (2%, 199) Friends/ Relations (19%, 114) Hotel (B&B) (18%, 114) Hotel (Room Only) (15%, 123) Hotel (All Inclusive) (14%, 120) Rent Villa/Flat/Cottage/Chalet (8%, 61) Hotel (Full/Half Board) (7%, 52) Holiday Home/Time Share (5%, 116) Tent (3%, 231) Beach/ Resort (31%, 93) City/Short Break (14%, 104) Cruise (4%, 106) Disney World (Florida) (3%, 62) Multi- Country (3%, 93) Lakes & Mountains (2%, 62) Golfing (2%, 498) Spas/ Health Spas (1%, 404) Sources of Info*Accommodation* Top Destinations* Average number of holidays abroad 1.8 holidays a year (av.=1.76) Three Or More (19%, 105) Two (41%, 104) One (40%, 94) Average cost of last holiday £1,377* (av.= £1,353) Less than £750 (35%, 98)* £750 - £ 1750 (30%, 100)* £1750+ (29%, 94)* Base: Aspirational Adventurers (320 unwtd, 0.74m wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

29 Relaxed Habituals Demographics Male (49%, 99) Female (51%, 101) Child in HH (11%, 46) Aged 0-1 (0%, 0) Aged 1-4 (4%, 52) Aged 5-9 (3%, 28) Aged 10-15 (6%, 44) AB (42%, 116) N/W (11%, 80) Higher than average wealth Mean hhld income = £39,480 (av.=£35,164) Less likely to have kids Married Retired & FT Work Status Even Male / Female Split Single (11%, 64) D/W/S (15%, 114) Older bias (55+) Mean Age = 50.0 years (av.=45.9) Base: Relaxed Habituals (362 unwtd, 0.79 wtd) Source: TGI Jan – Dec 07 ABC1 Bias Social Grade 18-24 25-34 35-44 45-54 55-64 65+ 0-£10k £10k-£20k £20k-£30k £30-£40k £40k-£50k £50k+ 50100150 50100150 Retired (29%, 137) Married (74%, 107) 10% 17% 22% 19% 17% 14% Base% 8% 16% 15% 14% 13% 20% C1 (31%, 92) C2 (14%, 81) DE (13%, 102) FT (47%, 96) PT (14%, 82) Base%Index Age vs. Income

30 Home Loving Moral & Judgemental Traditional & Patriotic Prefer Routine Premium / Quality Seek Reassurance Ethical I like spending a lot of my free time at home (78%, 124) I get a good deal of pleasure from my garden (72%, 121) Its import to do your duty than to live for enjoyment (39%, 139) Disagree – I don't judge other people on way choose live life (9%, 124) A woman's place is in the home (7%, 120) I buy goods produced in own country whenever I can (56%, 130) I like to follow a well organised routine (64%, 124) I go for premium rather than standard goods/ services (32%, 125) I enjoy good quality things (90%, 119) I feel reassured using prods recommended by an expert (41%, 128) I ask people advice before buying new things (53%, 123) Its important that a company acts ethically (74%, 115) I have not bought prods from company I disapprove of (44%, 115) Base: Relaxed Habituals (362 unwtd, 0.79 wtd) Source: TGI Jan – Dec 07 Relaxed Habituals Key Themes

31 Base: Relaxed Habituals (362 unwtd, 0.79 wtd) Source: TGI Jan – Dec 07 Relaxed Habituals Holiday Attitudes

32 Relaxed Habituals Holiday Behaviour Booking Method*Type of Holiday* Turkey (11.3%, 117) France (5.8%, 137) Australia/ New Zealand (5.8%, 124) West Indies/Caribbean (5.2%, 80) Elsewhere In Africa (4.9%, 105) USA California & The West (1.6%, 64) Florida (9.2%, 128) Elsewhere in USA (13.4%, 131) Own Travel/Acc. Arrangements (53%, 127) Travel Agent - Flight Only (13%, 110) Tour Operator - Package (12%, 87) Travel Agent - Flight & Acc. (12%, 107) Travel Agent - Package (11%, 56) Tour Operator - Flight Only (3%, 58) The Internet (40%, 94) Been There Before (27%, 190) Family/ Friends (16%, 91) Travel Agent shop (14%, 67) Tour Op./Travel Co. (13%, 106) Brochures (6%, 67) Accommodation Provider (2%, 126) An Advertisement (1%, 124) Rent Villa/Flat/Cottage/Chalet (20%, 150) Hotel (Full/Half Board) (17%, 121) Friends/ Relations (17%, 100) Hotel (B&B) (14%, 89) Hotel (Room Only) (10%, 78) Holiday Home/Time Share (8%, 190) Hotel (All Inclusive) (5%, 46) Guest House/B&B (5%, 178) Caravan (2%, 112) Beach/ Resort (39%, 117) City/Short Break (16%, 114) Disney World (Florida) (5%, 93) Lakes & Mountains (4%, 99) Multi- Country (4%, 128) Safari (2%, 158) Cruise (2%, 48) Skiing (2%, 174) Coach Tour (2%, 95) Spas/ Health Spas (1%, 189) Sources of Info*Accommodation* Top Destinations* Average number of holidays abroad 1.79 holidays a year (av.=1.76) Three Or More (20%, 109) Two (39%, 99) One (41%, 97) Low average cost of last holiday £1,262* (av.= £1,353) Less than £750 (40%, 109)* £750 - £ 1750 (31%, 101)* £1750+ (27%, 88)* Base: Relaxed Habituals (362 unwtd, 0.79 wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

33 Seasoned Globetrotters Demographics Male (48%, 97) Female (52%, 103) Child in HH (15%, 61) Aged 0-1 (0%, 29) Aged 1-4 (6%, 71) Aged 5-9 (7%, 80) Aged 10-15 (6%, 44) AB (39%, 107) N/W (11%, 80) Below average wealth Mean hhld income = £30,905 (av.=£35,164) Less likely to have kids Married Retired & PT Work Status Even Male/Female Split Single (14%, 81) D/W/S (12%, 90) Older age bias (55+) Mean Age = 49.1 years (av.=45.9) Base: Seasoned Globetrotters (379 unwtd, 0.71m wtd) Source: TGI Jan – Dec 07 AB & DE Bias Social Grade 18-24 25-34 35-44 45-54 55-64 65+ 0-£10k £10k-£20k £20k-£30k £30-£40k £40k-£50k £50k+ 50100150 50100150 Retired (27%, 130) Married (74%, 107) 10% 17% 22% 19% 17% 14% 8% 16% 15% 14% 13% 20% C1 (31%, 92) C2 (13%, 76) DE (17%, 134) FT (40%, 81) PT (22%, 136) Base%Index Base%Index Age vs. Income

34 Budget conscious Value Seeking Function before style Independent / Autonomous Balanced Cultured Ethical I look for lowest possible prices when I go shopping (50%, 146) When doing h/h shopping I budget for every penny (22%, 128) Disagree - I have expensive tastes (79%, 225) Disagree - I go for premium rather than standard goods/ services (69%, 207) Disagree - It's import to me to look well dressed (19%, 179) I buy clothes for comfort not for style (55%, 137) Disagree - I prefer to work as part of team than work alone (21%, 147) Disagree - It's import my family thinks I'm doing well (28%, 127) Job security more import than money (48%, 116) How I spend my time is more import than money I make (75%, 111) I am interested in other cultures (73%, 126) I like to be surrounded by different lifestyles (63%, 118) I buy fair trade prods when available (44%, 116) Its important that a company acts ethically (73%, 113) Base: Seasoned Globetrotters (379 unwtd, 0.71m wtd) Source: TGI Jan – Dec 07 Seasoned Globetrotters Key Themes

35 Base: Seasoned Globetrotters (379 unwtd, 0.71m wtd) Source: TGI Jan – Dec 07 Seasoned Globetrotters Holiday Attitudes

36 Seasoned Globetrotters Holiday Behaviour Booking Method*Type of Holiday* Australia/ New Zealand (10%, 212) Elsewhere In Africa (7.6%, 161) Canada (6.5%, 161) Egypt (6.3%, 102) Australia (6.3%, 195) USA California & The West (3%, 116) Florida (5.1%, 70) Elsewhere in USA (11.1%, 108) Own Travel/Acc. Arrangements (45%, 107) Travel Agent - Package (15%, 74) Tour Operator - Package (15%, 105) Travel Agent - Flight & Acc. (14%, 120) Travel Agent - Flight Only (13%, 110) Tour Operator - Flight Only (5%, 102) Travel Agent - Acc. Only (3%, 97) The Internet (41%, 95) Travel Agent shop (19%, 89) Family/ Friends (16%, 89) Tour Op./Travel Co. (13%, 113) Been There Before (11%, 79) Brochures (8%, 93) Accommodation Provider (2%, 140) An Advertisement (1%, 138) Friends/ Relations (19%, 114) Hotel (Full/Half Board) (16%, 118) Hotel (B&B) (15%, 93) Rent Villa/Flat/Cottage/Chalet (14%, 107) Hotel (All Inclusive) (12%, 105) Hotel (Room Only) (9%, 71) Guest House/B&B (3%, 87) Holiday Home/Time Share (2%, 52) Tent (2%, 165) Beach/ Resort (27%, 82) City/Short Break (14%, 101) Cruise (6%, 150) Coach Tour (4%, 251) Disney World (Florida) (4%, 70) Multi- Country (3%, 122) Lakes & Mountains (3%, 78) Safari (3%, 214) Skiing (2%, 154) Boating Holiday (1%, 202) Sources of Info*Accommodation* Top Destinations* Above average number of holidays abroad 1.82 holidays a year (av.=1.76) Three Or More (23%, 125) Two (36%, 92) One (41%, 96) Slightly below average cost of last holiday £1,327* (av.= £1,353) Less than £750 (40%, 111)* £750 - £ 1750 (28%, 92)* £1750+ (30%, 97)* Base: Seasoned Globetrotters (379 unwtd, 0.71m wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

37 Summary with priorities Frequent, savvy travellers, premium tastes Frequent, cautious travellers, premium tastes Unadventurous, medium frequency Unadventurous, low frequency Frequent & adventurous, but budget conscious Very habitual, low spend & frequency Family-driven – low frequency but high spend Very habitual, premium taste but low frequency Cultured Explorers Silver Voyagers Disillusioned Homebodies Aspirational Adventurers Holiday Escapists Premium Families Relaxed Habituals Seasoned Globe Trotters CORE

38 Media Habits

39 Media attitudes Cultured Explorers Im a regular cinema go-er Newspaper supplements are really worth having Direct mail can change opinion of company/brand Am influenced by comment/reviews online by users Listen to radio more intently when news on Often refer to internet before making a purchase I enjoy seeing films at cinema more than on TV When need information 1st place look is internet Well designed poster site improves urban landscape I think people rely too much on TV for relaxation I rely on newspapers to keep me informed Growth in stations is diluting the quality of TV I think a lot of TV advertising is devious I expect advertising to be entertaining Always choose my name not included mailing list I often notice adverts on taxis Rarely notice whether an event is sponsored or not I listen to the radio everyday

40 Media consumption Cultured Explorers Financial Times The Guardian The Independent Ind. On Sunday The Times Sunday Times Vanity Fair Holiday Which? Time Out Heritage Today GQ Red Greys Anatomy Newsnight C4 News Panorama South Bank Show Peep Show Sky Sports Cricket SPECIALLY CHOOSE TO WATCHI DONT WATCH IT Foyles War Homes from Hell Soap Awards Charlotte Church Kingdom Coronation St NATIONAL PRESS (Index rank) MAGAZINES (Index rank) PRESS TV Likely to be Light or Non- commercial radio listeners - Heavy/medium BBC radio Online activities include: business info, using VOIP, gambling, share prices Outdoor seen in last week: Underground; inside taxis; at airport; at train stations Favourite film genres: Documentary, foreign language, thrillers, Sci Fi RADIO ONLINE OUTDOOR CINEMA

41 Media attitudes Silver Voyagers Newspaper supplements are really worth having Listen to radio more intently when news on Often refer to internet before making a purchase When need information 1st place look is internet I rely on newspapers to keep me informed Growth in stations is diluting the quality of TV Advertising helps me choose what I buy I often notice adverts on taxis I would not change the newspaper I read I read a newspaper most days I am a TV addict I listen to radio mainly for companionship I often go in for competitions in newspapers and mags When in the car I always listen to the radio Sponsoring Olympics gives companies a better image Like idea having large selection TV channels I listen to the radio everyday I often notice adverts on the radio

42 Media consumption Silver Voyagers Financial Times Daily Express Daily Telegraph Sunday Telegraph Daily Mail Mail on Sunday Sunday Times Delicious Waitrose Food Grazia Saga magazine Good Hkeeping Trinny & Susannah Kingdom Foyles War House Greys Anatomy Gordon Ramsey F Sky Sports Cricket SPECIALLY CHOOSE TO WATCHI DONT WATCH IT NATIONAL PRESS (Index rank) MAGAZINES (Index rank) PRESS TV Likely to be Medium/ Light commercial radio listeners - Heavy/ medium BBC Online activities include: researching holidays, newspaper sites, share prices, weather forecasts Favourite film genres: Action adventure, war films, Rom Com, thrillers RADIO ONLINE OUTDOOR CINEMA Soap Awards Charlotte Church Homes from Hell Peep Show The Simpsons Big Brother Outdoor seen in last week: Ads at airport; washroom panels; Underground; train stations

43 Holiday Behaviour

44 Holiday attitudes Red = greater 120 Blue= less than 80

45 Sources of information

46 Sources of information by segment Red = greater 120 Blue= less than 80

47 Advanced booking 53% book in 3 months

48 Advanced booking by segment Red = greater 110 Blue= less than 90

49 How holiday was booked

50 How holiday was booked by segment Red = greater 120 Blue= less than 80

51 Method used to book

52 Red = greater 120 Blue= less than 80

53 Who the holiday was booked with

54 Who the holiday was booked with by segment Red = greater 120 Blue= less than 80

55 Type of holiday

56 Type of holiday by segment Red = greater 120 Blue= less than 80

57 Next Steps Further discussion around Target selection Appropriate messaging

58 Appendix Pen Portraits – Disillusioned Homebodies Pen Portraits – Holiday Escapists Segment Summary The Segments – Holidaying abroad vs. in the UK Crossover against previous segments

59 Disillusioned Homebodies Demographics Male (55%, 111) Female (45%, 89) Child in HH (4%, 17) Aged 0-1 (0%, 0) Aged 1-4 (1%, 13) Aged 5-9 (1%, 8) Aged 10-15 (3%, 22) AB (32%, 87) N/W (14%, 106) Low wealth Mean hhld income = £29,286 (av.=35,164) Less likely to have kids Single bias but most married FT & NW Work Status Slight Male Bias Single (27%, 154) D/W/S (16%, 121) Fairly even age spread Mean Age = 43.8 years (av.45.9) Base: Disillusioned Homebodies (430 unwtd, 1.00m wtd) Source: TGI Jan – Dec 07 C1C2DE Social Grade 18-24 25-34 35-44 45-54 55-64 65+ 0-£10k £10k-£20k £20k-£30k £30-£40k £40k-£50k £50k+ 50100150 50100150 Retired (19%, 92) Married (57%, 82) 10% 17% 22% 19% 17% 14% 8% 16% 15% 14% 13% 20% C1 (35%, 104) C2 (19%, 115) DE (14%, 109) FT (51%, 104) PT (16%, 95) Base%Index Base%Index Age vs. Income

60 Pessimistic / Fatalistic Materialism Spend thrift Out and about Eat on the go Enjoy Drinking Not cultured There's little I can do to change my life (13%, 125) Disagree - You should seize opportunities in life when they arise (2%, 144) Money is the best measure of success (13%, 114) I tend to spend money without thinking (19%, 116) Disagree - I like spending a lot of my free time at home (18%, 145) Disagree - I enjoy entertaining people at home (13%, 124) We rarely sit down to meal together at home (15%, 113) I often eat snack while on the move rather than meal (21%, 112) The point of drinking is to get drunk (7%, 138) I really enjoy going out to get drunk (13%, 127) Disagree - I am interested in other cultures (22%, 160) Disagree - I consider myself interested in the arts (35%, 111) Base: Disillusioned Homebodies (430 unwtd, 1.00m wtd) Source: TGI Jan – Dec 07 Disillusioned Homebodies Key Themes

61 Base: Disillusioned Homebodies (430 unwtd, 1.00m wtd) Source: TGI Jan – Dec 07 Disillusioned Homebodies Holiday Attitudes

62 Disillusioned Homebodies Holiday Behaviour Booking Method*Type of Holiday* Turkey (9.4%, 98) Egypt (6.4%, 104) West Indies/Caribbean (10.9%, 169) Australia/ New Zealand (3.2%, 69) Elsewhere In Africa (3.1%, 66) USA California & The West (2.6%, 102) Florida (7.4%, 103) Elsewhere in USA (8.1%, 80) Own Travel/Acc. Arrangements (33%, 78) Travel Agent - Package (24%, 117) Tour Operator - Package (14%, 102) Travel Agent - Flight Only (14%, 115) Travel Agent - Flight & Acc. (10%, 87) Travel Agent - Acc. Only (7%, 240) Tour Operator - Flight Only (6%, 131) The Internet (35%, 81) Travel Agent shop (24%, 113) Family/ Friends (16%, 89) Been There Before (13%, 96) Tour Op./Travel Co. (13%, 109) Brochures (9%, 102) TV Teletext Services (3%, 147) Hotel (All Inclusive) (16%, 134) Hotel (Full/Half Board) (15%, 109) Hotel (B&B) (15%, 91) Friends/ Relations (13%, 80) Hotel (Room Only) (11%, 86) Rent Villa/Flat/Cottage/Chalet (6%, 47) Holiday Home/Time Share (4%, 107) Guest House/B&B (4%, 141) Caravan (2%, 100) Beach/ Resort (34%, 104) City/Short Break (8%, 61) Cruise (6%, 131) Disney World (Florida) (4%, 82) Multi- Country (3%, 91) Coach Tour (2%, 87) Sources of Info*Accommodation* Top Destinations* Below average number of holidays abroad 1.62 holidays a year (av.=1.76) Three Or More (13%, 73) Two (36%, 91) One (51%, 121) Average cost of last holiday £1,316* (av.= £1,353) Less than £750 (37%, 102)* £750 - £ 1750 (33%, 109)* £1750+ (28%, 90)* Base: Disillusioned Homebodies (430 unwtd, 1.00m wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

63 Holiday Escapists Demographics Male (44%, 89) Female (56%, 111) Child in HH (14%, 57) Aged 0-1 (0%, 0) Aged 1-4 (6%, 70) Aged 5-9 (6%, 67) Aged 10-15 (7%, 50) AB (19%, 51) N/W (12%, 90) Below average wealth Mean hhld income = £28,054 (av.£35,164) Less likely to have kids Married & Div/Wid/Sep Retired & PT Work Status Slight Female Bias Single (11%, 61) D/W/S (16%, 120) Older age bias (45+) Mean Age = 52.6 years (av.=45.9) Base: Holiday Escapists (343 unwtd, 0.63m wtd) Source: TGI Jan – Dec 07 C2DE Bias Social Grade 18-24 25-34 35-44 45-54 55-64 65+ 0-£10k £10k-£20k £20k-£30k £30-£40k £40k-£50k £50k+ 50100150 50100150 Retired (31%, 149) Married (74%, 106) 10% 17% 22% 19% 17% 14% 8% 16% 15% 14% 13% 20% C1 (30%, 90) C2 (31%, 182) DE (20%, 159) FT (37%, 76) PT (19%, 117) Base%Index Base%Index Age vs. Income

64 Pessimistic / Fatalistic Avoid responsibility Risk Averse Budget conscious Technophobes Function before style Home loving / Homebound There's little I can do to change my life (16%, 151) Disagree - I am an optimist (16%, 139) I don't want responsibility, I'd rather be told what to do (13%, 138) Disagree - I like taking risks (76%, 173) Stocks & shares too risky investment for me (34%, 135) I look for lowest possible prices when I go shopping (41%, 119) I always look for special offers (66%, 116) Computers confuse me, I'll never get used to them (29%, 150) Disagree - I love to buy new gadgets & appliances (48%, 137) I buy clothes for comfort not for style (59%, 147) My car is only there to get me from 'a' to 'b' (49%, 115) I prefer spend quiet evening at home than go out (56%, 115) I like spending a lot of my free time at home (70%, 112) Base: Holiday Escapists (343 unwtd, 0.63m wtd) Source: TGI Jan – Dec 07 Holiday Escapists Key Themes

65 Base: Holiday Escapists (343 unwtd, 0.63m wtd) Source: TGI Jan – Dec 07 Holiday Escapists Holiday Attitudes

66 Holiday Escapists Holiday Behaviour Booking Method*Type of Holiday* Turkey (10.9%, 113) Morocco/ Tunisia (6.4%, 169) Spain - Canaries (5.6%, 222) West Indies/Caribbean (5.4%, 84) France (5.3%, 124) USA California & The West (2.2%, 88) Florida (12%, 166) Elsewhere in USA (6.5%, 64) Own Travel/Acc. Arrangements (34%, 80) Travel Agent - Package (29%, 143) Tour Operator - Package (15%, 105) Travel Agent - Flight & Acc. (12%, 106) Travel Agent - Flight Only (10%, 88) Tour Operator - Flight Only (4%, 79) The Internet (40%, 93) Travel Agent shop (18%, 84) Family/ Friends (15%, 84) Been There Before (15%, 103) Tour Op./Travel Co. (10%, 88) Brochures (9%, 106) TV Teletext Services (3%, 125) An Advertisement (2%, 157) Hotel (Full/Half Board) (17%, 119) Friends/ Relations (16%, 98) Hotel (B&B) (14%, 89) Hotel (All Inclusive) (12%, 107) Rent Villa/Flat/Cottage/Chalet (12%, 94) Hotel (Room Only) (12%, 96) Caravan (5%, 284) Holiday Home/Time Share (3%, 67) Beach/ Resort (36%, 108) Disney World (Florida) (9%, 188) City/Short Break (8%, 58) Cruise (4%, 102) Coach Tour (3%, 157) Multi- Country (2%, 81) Sources of Info*Accommodation* Top Destinations* Below average number of holidays abroad 1.65 holidays a year (av.=1.76) Three Or More (12%, 64) Two (41%, 106) One (47%, 110) Slightly below average cost of last holiday £1,330* (av.= £1,353) Less than £750 (37%, 103)* £750 - £ 1750 (30%, 99)* £1750+ (30%, 97)* Base: Holiday Escapists (343 unwtd, 0.63m wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

67 SegmentDemographicsKey ThemesHoliday AttitudesHoliday BehaviourHoliday Types (by index) Cultured Explorers Age 25-44, AB, High Income, Work FT Single/M, Low kids Cultured, Adventure, Seek Challenge, Ambitious, Premium / Quality, Image Conscious, Ethical Holidays off beaten track Like travelling abroad Never take package hol. High average holidays 1.9 per year Low average cost £1,196 Lakes & Mountains, Safari, Multi- country, City/Short break, Watersports, Boating, Skiing C&W (132), Florida (43), Else (131) Silver Voyagers Age 45+, ABC1, Av.Income, Retire& Work FT Married, no kids Happy, Patriotic, Reserved Outlook, Financial Security, Premium / Quality, Home Loving, Image & Health Conscious Like organised activities Go somewhere different Eat, drink, lie in the sun Like travelling abroad Would take package hol. High average holidays 1.91 per year Higher average cost £1,384 Beach/ Resort, Cruise, Lakes & Mountains, Golfing C&W (131), Florida (48), Else (118) Disillusioned Homebodies No age bias, C1C2DE Low Income, Work FT Single, no kids Pessimistic / Fatalistic, Materialism, Spend thrift, Out and about, Eat on the Go, Enjoy Drinking, Not cultured Like organised activities Eat, drink, lie in the sun Go somewhere different Would take package hol. Low average holidays 1.62 per year Average cost £1,316 Beach/ Resort, Cruise C&W (102), Florida (103), Else (80) Aspirational Adventurers Age 18-34, C1C2 Av.Income, Work FT & NW Single/Div/Sep, average kids Image Conscious, Ambitious, Approval Seeking, Premium / Quality, Spend thrift Cultured, Ethical / Environmental Like organised activities Go to familiar places Eat, drink, lie in the sun Go somewhere different Like travelling abroad Above ave. holidays 1.8 per year Average cost £1,377 City/Short break, Golfing, Spas/ Health Spas C&W (26), Florida (107), Else (108) Seasoned Globetrotters Age 55+, AB & DE Low income, Retired/ PT Married, low kids Budget conscious, Value Seeking, Function before style, Independent / Autonomous, Balanced, Cultured, Ethical Holidays off beaten track Go somewhere different Never take package hol. Like travelling abroad Above ave. holidays 1.82 per year Lower average cost £1,327 City/Short break, Cruise, Multi-country, Coach Tour, Safari, Skiing, Boating C&W (116), Florida (70), Else (108) Holiday Escapists Age 45+, C2DE Low income, Retired/Work PT Married/Div/Sep/Wid, low kids Pessimistic/Fatalistic, Avoid responsibility, Risk Averse, Budget conscious, Technophobes, Function before style, Homeloving/Homebound Go to familiar places Eat, drink, lie in the sun Like organised activities Would take package hol. Low average holidays 1.65 per year Lower average cost £1,330 Disney World (Florida), Coach Tour, Beach Resort C&W (88), Florida (166), Else (64) Premium Families Age 25-54, AB & DE High Income, WorkFT/PT/NW Married, all have kids Family focused, Time Poor, Budget conscious, Value Seeking, Brand Switching, Image conscious, Not cultured Eat, drink, lie in the sun Go to familiar places Would take package hol. Low average holidays 1.6 per year High average cost £1,640 Disney World (Florida), Beach Resort, Watersprts C&W (122), Florida (155), Else (56) Relaxed Habituals Age 55+, ABC1 High Income, Work FT & Ret Married/Div/Sep/Wid, low kids Home Loving, Moral & Judgemental, Traditional & Patriotic, Prefer Routine, Premium/Quality, Reassurance, Ethical Go to familiar places Never take package hol. Eat, drink, lie in the sun Average holidays 1.6 per year Low average cost £1,262 Beach/ Resort, City/Short break, Safari, Skiing, Multi-country C&W (64), Florida (128), Else (131) Segment Summary

68 The Segments – Holidaying abroad vs. in the UK Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd) Source: TGI Jan – Dec 07 GB holiday bias Holiday abroad bias

69 Crossover against previous segments Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd) Source: TGI Jan – Dec 07 21% of Silver Voyagers are Baby Boomers, index=183 12% of the total base are Baby Boomers Some segments are more like the original segments than others However, due to differences between in segmentation methodology there is fairly even distribution between the segments

70 California Tourism TGI Segmentation August 13 th 2008


Download ppt "California Tourism TGI Segmentation August 13 th 2008."

Similar presentations


Ads by Google