Understanding adventure travel & touring

understanding adventure travel & touring.

contents.

4. 18. 24.

the audience → their habits & behaviours → market insights →

the audience.

B R E A K I NG D OWN T H E S P EC I A L I N T E R E S T HO L I DAY MA R K E T S B Y AG E A N D G E N D E R

When planning any type of marketing activity, you should begin first and foremost with researching and understanding your audience: their interests, needs and aspirations. By getting to know what they are looking for - on a granular level - you can ensure that your messaging hits the right mark every time. →

 16-24  25-34  35-44  45-54  55-64  65+

9 %

19 %

16 %

16 %

25 %

18 %

4.

Single people (never married) are more likely to have taken a holiday to pursue a hobby/interest than those living in couples.

F EMA L E

43 %

MA L E

57 %

Source: Mintel - Special Interest Holidays - UK 2017.

5.

segmentation.

It’s not as simple as deciding to only target Generation X because research has told you that the majority of adventure travellers are aged 25-34. You need to go much deeper than that and segment different potential audiences into succinct consumer groups based on their age, gender, economic status and favoured hobbies/interests.

Using this insight, you can develop highly personalised messaging that will inspire and engage. →

6.

For example, the following slides show some key consumer segments to consider when targeting the touring and adventure travel sector.

segment one. 27 % of total audience

WH AT A R E T H I S A U D I E NC E ’ S TOP A F F I N I T I E S ?

AG E D I S T R I B U T I ON

7 %

26 %

22 %

21 %

14 %

10 %

18-24 25-34

35-44

45-54 55-64 65+

outdoor enthusiasts

G E N D E R

PA R E N TA L S TAT U S

predominantly avid investors

68%

21%

predominantly home decor enthusiasts

32%

79%

8.

WH AT A F F I N I T I E S A R E MO S T U N I Q U E FO R T H I S S EGM E N T ?

SHARE

RELEVANCE

Home Decor Enthusiasts Avid Investors Business Professionals Beachbound Travellers Business & Economic News Junkies

72.7% 73% 61.2% 55.4% 42.5%

Google Internal Data, as of October 25 2017.

9.

segment two. 23 % of total audience

WH AT A R E T H I S A U D I E NC E ’ S TOP A F F I N I T I E S ?

AG E D I S T R I B U T I ON

25 %

30 %

16 %

12 %

10 %

7 %

18-24 25-34 35-44 45-54 55-64 65+

not parents

predominantly entertainment & celebrity news junkies

G E N D E R

PA R E N TA L S TAT U S

27%

8%

predominantly pop music fans

73%

92%

10.

WH AT A F F I N I T I E S A R E MO S T U N I Q U E FO R T H I S S EGM E N T ?

SHARE

RELEVANCE

Entertainment & Celebrity News Junkies Game, Reality & Talk Show Fans

88.8%

63.1%

TV Drama Fans Pop Music Fans Fashionistas

51% 72.9% 51.7%

WH AT I N T E R E S T S A R E MO S T U N I Q U E FO R T H I S S EGM E N T ?

SHARE

RELEVANCE

Kim Kardashian

20.1%

Google Internal Data, as of October 25 2017.

11.

segment three. 17 % of total audience

WH AT A R E T H I S A U D I E NC E ’ S TOP A F F I N I T I E S ?

AG E D I S T R I B U T I ON

28 %

34 %

22 %

10 %

0 %

0 %

18-24 25-34

35-44

45-54 55-64 65+

gamers

technophiles

G E N D E R

PA R E N TA L S TAT U S

83%

15%

27%

85%

12.

WH AT A F F I N I T I E S A R E MO S T U N I Q U E FO R T H I S S EGM E N T ?

94.9% 61.4% 99.5% 55.9% 75.6% SHARE

RELEVANCE

Hardcore Gamers FPS Game Fans Gamers

Roleplaying Game Fans Casual & Social Gamers

WH AT I N T E R E S T S A R E MO S T U N I Q U E FO R T H I S S EGM E N T ?

22% SHARE

RELEVANCE

Video Games

Google Internal Data, as of October 25 2017.

13.

segment four. 17 % of total audience

WH AT A R E T H I S A U D I E NC E ’ S TOP A F F I N I T I E S ?

AG E D I S T R I B U T I ON

14 %

34 %

15 %

22 %

11 %

0 %

18-24 25-34 35-44 45-54 55-64 65+

music lovers

rock music fans

G E N D E R

PA R E N TA L S TAT U S

& outdoor enthusiasts

63%

20%

37%

80%

14.

WH AT A F F I N I T I E S A R E MO S T U N I Q U E FO R T H I S S EGM E N T ?

SHARE

RELEVANCE

Indie & Alternative Rock Fans Rock Music Fans Classical Music Enthusiasts Pop Music Fans Electronica & Dance Music Fans

82.9%

95.3% 87.5%

91.2% 70%

Google Internal Data, as of October 25 2017.

15.

15 % of total audience

segment five.

WH AT A R E T H I S A U D I E NC E ’ S TOP A F F I N I T I E S ?

AG E D I S T R I B U T I ON

8 %

30 %

47 %

10 %

0 %

0 %

18-24 25-34

35-44

45-54 55-64 65+

parents

family focused

G E N D E R

PA R E N TA L S TAT U S

predominantly comics & animation fans

32%

95%

68%

0%

16.

WH AT A F F I N I T I E S A R E MO S T U N I Q U E FO R T H I S S EGM E N T ?

93.5% 82.2% 61.8% SHARE

RELEVANCE

Family-Focused Comics & Animation Fans Family Movie Fans

WH AT I N T E R E S T S A R E MO S T U N I Q U E FO R T H I S S EGM E N T ?

SHARE

RELEVANCE

Cartoon Johny Johny Yes Papa Nursery Rhyme The Finger Family Song Nursery Rhyme Rhyme Fidget Spinner

64.5% 59.6%

56.4%

58% 58.6%

Google Internal Data, as of October 25 2017.

17.

their habits & behaviours.

Once you have a concrete understanding of who your audience is statistically, the next stage is to understand how they think and act, especially during the path to purchase. There are several key questions you should be asking: what are their preferred media channels? Why do they favour adventure-based holidays above other types of holiday? What types of sports and activities do they enjoy? →

18.

Using questions like these, you can begin to paint a more detailed picture of what different consumer segments are looking for in the touring and adventure travel sector, adjusting your marketing accordingly. For example, if you’re targeting thrill-seeking millennials, immersive formats (like virtual reality, Facebook Canvas or 360 video) are a good way to help potential customers visualise themselves enjoying the adventure of a lifetime.

special interest holidays.

20.

E X P E R I E NC E W I T H S P EC I A L I N T E R E S T HO L I DAY S A N D AT T I T U D E S TOWA R D S T H EM

36 % 32 % 67 % 63 % 48 %

Have b e e n on t h i s t yp e o f ho l i day and a r e i n t e r e s t e d i n go i ng ag a i n i n t he f u t u r e

Have neve r b e e n on t h i s t yp e o f ho l i day bu t wou l d b e i n t e r e s t e d i n go i ng

Be l i eve pu r s u i ng a hobby/ i n t e r e s t du r i ng a ho l i day make s i t e as i e r t o f o r g e t abou t day - t o - day p r e s s u r e s Wou l d l i ke t o know mo r e abou t wha t t yp e s o f ho l i day a r e ava i l ab l e f o r t he i r hobb i e s / i n t e r e s t s

Say t ha t l e a r n i ng a s k i l l i n i t s ‘ home coun t r y ’ app e a l s t o t hem

Source: Mintel - Special Interest Holidays - UK 2017.

21.

what are they passionate about?

5x MORE LIKELY TO BE SNOWBOUND TRAVELLERS 9.3% of total audience They love to engage in snow sports (skiing and snowboarding) They seek destinations where they can get out in the elements They research winter resorts and check travel forecast for snowfall

2.2x MORE LIKELY TO BE OUTDOOR ENTHUSIASTS

When compared to the total UK population, audiences interested in adventure travel are more likely to be passionate Snowbound Travellers, Outdoor Enthusiasts, Luxury Travellers. →

55.9% of total audience They love nature and sports

They engage in outdoor activities like camping, hiking, rafting, fishing, skiing etc. They spend weekends and holidays outdoors

22.

2.8x MORE LIKELY TO BE LUXURY TRAVELLERS 19.6% of total audience They travel in style, whether it be for business or pleasure They are willing to pay additional fees to have maximum comfort They travel to expensive, far-away locations for holidays

2.3x MORE LIKELY TO BE THRILL SEEKERS

1.3x MORE LIKELY TO BE TRAVEL BUFFS 74% of total audience Their passion is to travel the world They research the locations they want to visit and plan their trips They immerse themselves in the culture of the places they visit

24.5% of total audience They seek out higher risk sports (auto racing, hang gliding, bungee jumping etc.) They read about, watch and engage in sports classified as extreme sports

Google Internal Data, as of October 25 2017.

market insights.

The touring and adventure travel sector is heading towards a bright future, with more and more holidaymakers expressing an interest in activity-based getaways.

24.

category insights.

A great way to discover emerging market trends is by monitoring search queries, which can reveal any destination hotspots or holiday adventure activities that are rising in popularity.

26.

search volumes & top searches.

S E A R CH E S B Y D E V I C E

OCT '14

SEP '15

SEP '16

SEP '17

desktop/tablet

smartphone

28.

TOP S E A R CH E S I N CAT EGO R Y

QUERIES

SEARCH INDEX SEP '17

YoY

machu picchu

100

+9%

south africa

99

+2%

mount everest

91

-1%

nepal

89

+8%

kenya

80

+25%

Google Internal Data, as of October 25 2017.

29.

declining queries.

S E A R CH E S B Y D E V I C E

declining queries for Adventure Travel gap year travel -43% YoY

OCT '14

SEP '15

SEP '16

SEP '17

smoothed

actual

30.

TOP S E A R CH E S I N CAT EGO R Y

QUERIES

SEARCH INDEX SEP '17

YoY

gap year travel

100

-43%

uk adventure holidays

86

-18%

mount kilimanjaro facts

30

-28%

machu picchu trek

29

+64%

patagonia south america

23

-50%

Google Internal Data, as of October 25 2017.

31.

thanks for listening.

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