SEGMENTING GUESTS


When you go on vacation with your family, you know that your husband is the king of maps – he’ll have the spreadsheets and agenda for your journey down to the minute. Your son is the needy one – he’ll need everything just perfect, from his brand of juice-box to his shoelaces tied in just the right way. Thankfully there’s your daughter, whose good heart and endless soundtrack of sing-alongs can keep your spirits up. Then there’s your mother-in-law, which our editor says we’re not allowed to describe.


The point is: it’s good to know your audience. Understanding the characteristics of those you’re working with can help you beter manage them, understand their crises, and meet their needs.


We provided a batery of “agree/disagree” questions to our survey respondents; and based on their answers, were able to separate them into three distinct market segments using cluster analysis. Every single destination visitor smoothly fit into each of the following categories:


Technology Enthusiast


The largest segment in our study (47%), the Technology Enthusiast engages in and is influenced by all forms of technology. They use it regularly and love it: it’s an extension of their brain in the palm of their hand. On average, Enthusiasts are much younger than their 50-year-old Technology Critic counterparts, yet older than their 36-year-old Technology Conflicted compatriots. This segment is the most likely to have a college degree or advanced education and will have the most people in their group on the day of their visit. They’ll most likely have their smartphone in hand, they use social media, likely booked their travel online, and will absolutely be telling their friends about their experience.


Technology Critic


The second largest segment with 41% of our sample, Critics own mobile devices, but they use them judiciously. They’re much less engaged through digital communication channels and probably won’t use social media or try to influence their followers and friends on blogs or Twiter. They’re the oldest of the respondents; and most interestingly, they’re typically non-repeat visitors. Some think that technology is good to make things more convenient, but it doesn’t make life more efficient. Half of them won’t have a smartphone on them when at your destination, and they’ll almost never leave an online review.


Technology Conflicted


Our smallest segment at just 12% of the respondents, Conflicted users aren’t really sure where they stand on technology. They’re the youngest demographic and use their mobile devices a lot, but seem to be concerned about technology saturation and the over-prevalence of it in their lives. Most of the Technology Conflicted are women traveling with small families, living the closest to their destinations with a high probability of returning again and again. They’re the most likely to use social media, leave online reviews, and tell their friends about their visit, and have the highest income of the respondents.


Market segmentation can empower destination managers to target visitors with the highest market potential and help tailor marketing efforts that are most relevant to different segments’ needs.


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