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 and value of tourism to Cairngorms (GBTS) • UK Brand perceptions of Cairngorms National Park • UK Consumer Segmentation – What is segmentation? How should it be used? – Target segments for Cairngorms National Park • A workshop exercise
Volume & Value of Domestic Tourism 2015 (Cairngorms) Trips: 433,000 Spend: £103m England England 23% 43% Scotland Scotland 57% 77% Key English Regions: North East, North West, Yorkshire Source: GBTS 2015 (Cairngorms NP) 3
DESTINATION SNAPSHOT – QUARTER 1 2016 4 Cairngorms National Park A region of breath-taking beauty, which mixes nature with sporting adventure. Unexplored by most UK holiday takers, but open to consideration. Top associations Visited in last 12 months Loyalists 12% 82% 76% 88% Breath-taking Lots to see 2% Often visit Spring‘/ Summer‘15 Beautiful & do 13% 9% Sometimes visit Autumn ‘15/ Winter ‘16 70% 60% 57% Likelihood of future visit - T3B 53% Considerers Nature Adventure Sports 14% Bottom associations 24% Spring‘/ Summer‘15 Non intenders 16% 55% Never been Autumn ‘15/ Winter ‘16 16% 28% 11% Seaside Shopping Arts Brand Perceptions – UK Communications Tracker 2016
Segmenting the UK Audience 5
Why segmentation? • Optimise marketing spend and target communications at the right consumers within the UK for all marketing channels • Ultimately, to maximise the value of visitors to Scotland from the UK market
What is segmentation? UK Survey Population Factors Group Into Distinct Clustering Segments Analysis
VisitScotland’s UK Segmentation • Current segmentation is VisitScotland’s 3 rd segmentation exercise in the past 10 years • Based on primary research with 13,000 UK consumers (quantitative and qualitative) • VisitScotland segmentation is an attitudinal segmentation – People mainly come to Scotland and its regions due to their attitudes towards us as a destination • Unique to Scotland, because it takes into account brand and loyalty dynamics specific to the destination
Key Factors Attitudinal Based Segmentation • Loyalty to Scotland • UK versus Abroad • Holiday Behaviour based question (Activities) • Region of residence NOTE: Age and presence of children did not emerge as factors in this segmentation 9
Some high level results Segmentation 2013 – Quantitative Results
Vital Statistics: the “last year funnel ” 100% UK representative sample surveyed 68% spent more than one night away on holiday or s/b 58% took a holiday or s/b in UK/Ireland 13% took a holiday or s/b in Scotland Omnibus survey March 2013; base 2132 representative of UK
Vital Statistics: the loyalty ladder Regular I often take short breaks or holidays in Scotland and intend to 8% do so again within the next six months I sometimes take short breaks or holidays in Scotland and Occasional intend to do so again in the next couple of years 13% Lapsed I have taken a short break or holiday in Scotland once or twice 25% before and might do so again Prospect: I have never been on a short break or holiday in Scotland, but 24% would like to I am not likely to take a short break or holiday in Scotland in the future (23%) Rejecter or 31% 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 • Solution excludes rejectors of Scotland as a holiday/short break destination & non-holidaytakers • 10 segments have been identified overall (13.2M households out of a total of 26.4 M households) • 5 chosen as Target Segments for VisitScotland • Previous visitors and potential visitors in each segment • Adventure Seekers • Curious Travellers • Engaged Sightseers • Natural Advocates • (Food-loving Culturalists)
VisitScotland Segments
Adventure Seekers Above average 32% Confident income Career minded Have Children Highest volume in Energetic At Home work Sociable AFFLUENT YOUNGER Outdoor holidays Off the beaten ACTIVE track Cultural activities 1.2 Million Households Distance Regulars 18% Online reviews Occasionals 13% Lack of Lapsed 34% Recommendations knowledge Prospects 35% Friend’s (Highest) posts/photos Unreliable weather HEAVY TECHNOLOGY USERS
Adventure Seekers: Quotes “I’d like to go there. The one prohibitor is just the “ Somewhere we can go diving or distance…we would have to get snorkelling, nice terrain to go for walks, a flight or go for 10 days ‘cos it sightseeing, historic things…not is quite a drive ” waterparks or nightclubs” “It’s a different kind of holiday…it appeals to a certain type of person but it “We need lots of space and wouldn’t appeal to everybody” lots of outdoor activities”
NATURAL ADVOCATES MID AFFLUENCE PASSIONATE MIDDLE TO Introvert ABOUT UPPER AGE SCOTLAND Solitude BANDS Life at own pace LOYALTY LESS AFFLUENT SCOTLAND IS Traditional Peace & Quiet LOVE THEIR MAIN Unwinding DESTINATION OF Rural SCOTLAND Gentle outdoors CHOICE 1.1 Million Households Few 67% regular barriers Encourage visitors to visits across Scotland Scotland Advocates KEEPING UP
Natural Advocates: Quotes “I think Scotland’s nature is spectacular. It would be a long time before I felt I “It’s pictures of barren needed to go abroad to see Scottish nature that make nature” 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, “My ideal holiday the place we stayed was quite nice, everything was involves as few people easy to get to, we had a very nice time” as possible”
Engaged Sightseers Below segment Traditional 57% average income Cautious Working full time over 55 Habitual or retired Planners OLDER LESS AFFLUENT Touring Historical places High holiday Scenery/Wildlife nights away Engaging with locals per annum TRADITIONAL 1 Million Households Cost of Regulars 21% travel Cautiously Occasional 16% engaging with Cost of Lapsed 44% mobile & new accom Prospects 20% technology Distance 67% HAVE A SOCIAL MEDIA A/C
Curious Travellers Above average Curious income Live life to full Middle to upper Adventure age bands Learning Global view AFFLUENT New experiences DISCOVERY 48% feel History & Scotland has Culture new things to DISCOVERY Authentic discover Learning 1.9 Million Households Distance Regulars 14% Mix of offline and Few Occasionals 18% online sources connections Lapsed 40% Recommendations Prospects 28% Review sites Value for money TRAVEL BOOKS
How w can it work rk for you? u? A worksho kshop exer erci cise • Segmentation is a mass market tool - one size does not fit all • No one knows your customers like you do! • Use the VisitScotland segmentation to think about prospective customers • Or new messages/packaging for existing customers 29
Workshop Exercise • How can your business in the Cairngorms attract this particular segment? • Will your product appeal to this audience? • What are the barriers? • Could you tweak some of your communications / marketing to deliver a more relevant message / convert that booking? – What channels should you use? – How can you use media insights to help? • Are there other businesses you can partner with to increase the scope of your activity / extend reach to this segment? 30
The UK Holiday Taking Market – VisitScotland VisitScotland Insights Department Segmentation Further Information: www.visitscotland.org/research_and_statistic s/visitor_research/uk_visitors.aspx Serco: Caledonian Sleeper 24 th October, 2016 Jacqui Souter, Senior Marketing Insight Manager 2 nd November, 2016
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