VisitScotland UK Segmentation · VisitScotland’s UK Segmentation • Original study in 2006/07...
Transcript of VisitScotland UK Segmentation · VisitScotland’s UK Segmentation • Original study in 2006/07...
VisitScotland UK Segmentation
Wednesday 26th November Jacqui Souter Fiona Carruthers Rona Wallace
Agenda
• Volume & Value of tourism to Scotland/Glasgow
• New UK consumer segmentation – What is segmentation?
– Some top level findings
– 4 target segments for Glasgow
• How VisitScotland use the segmentation in marketing
Volume & Value 2013
Volume & Value 2013
4
Trips 14.79M Spend £4.6bn
Source: IPS 2013, GBTS 2013 / N Ireland 2012
Importance of the UK market to Scotland
From UK 86%
From overseas
14%
From UK 64%
From overseas
36%
5
Trips 2.0 M Spend £495 M
Source: IPS 2013, GBTS 2013 / N Ireland 2013
Importance of the UK market to Glasgow
From UK 74%
From overseas
26%
From UK 62%
From overseas
38%
Segmenting the UK Audience
What is segmentation?
UK Population Survey
Factors
Clustering Analysis
Group Into Distinct Segments
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
VisitScotland’s UK Segmentation
• Original study in 2006/07 (18 month research programme) and refreshed in 2010
• 2013/14, brand new Segmentation rebuilt from first principles, accounting for changes in consumer and media environment
• Approximately 13,000 UK consumers interviewed
• Unique to Scotland, because it takes into account brand and loyalty dynamics specific to the destination
Key Factors Behavioural Based Segmentation
10
• 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
Segmentation 2013 – Quantitative Results
Some high level results
Vital Statistics: the “last year funnel”
68% spent more than one night away on holiday or s/b
58% took a holiday or s/b in UK/Ireland
100% UK representative sample surveyed
13% took a holiday or
s/b in Scotland
Omnibus survey March 2013; base 2132 representative of UK
Vital Statistics: the loyalty ladder
Regular 8%
Occasional 13%
Lapsed 25%
Prospect: 24%
Rejecter 31%
I often take short breaks or holidays in Scotland and intend to do so again within the next six months
I sometimes take short breaks or holidays in Scotland and intend to do so again in the next couple of years
I have taken a short break or holiday in Scotland once or twice before and might do so again
I have never been on a short break or holiday in Scotland, but would like to
I am not likely to take a short break or holiday in Scotland in the future (23%) or 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
Sources of Inspiration & Influence for New Destinations
5%
15%
6%
7%
12%
15%
15%
17%
17%
17%
18%
20%
22%
28%
28%
37%
none
other
travel / tourism pages on social media
films
travel agents / tour operators
looking at photos / posts from friends on social media
holiday price comparison websites
TV programmes
newspapers / magazines
other travel websites / blogs
discount deals / offers emails
direct flights from local airport
official country tourism websites
travel books / guide books / brochures
online travel review sites
recommendations from close family / friends
Base 10754
Always wanted to go; been before; caravan club; specific event / activity;
VFR.
8% not visited a new destination in past 3 years
Activities Enjoyed on UK / Ireland Holidays
4%
5%
7%
8%
10%
10%
13%
13%
14%
19%
19%
23%
24%
29%
34%
42%
48%
54%
54%
59%
67%
67%
69%
70%
Other
Researching family history
Fishing
Mountain biking
Golf
Horseriding / pony trekking
Sailing / boating / watersports
Visiting TV / film locations
Adventure activities
Hill climbing / walking
Cycling (roads/paths)
Visiting theme / amusement parks
Other visitor attractions
Wildlife watching
Visiting aquarium / zoo / safari parks
Centre based walking
Long walks (>2miles)
Visiting museums / galleries
Trying local speciality food & drink
Visiting parks / gardens
Sightseeeing
Visiting castles / monuments
Short walks (<2miles)
Visiting natural sites
Base 10754
Knowledge of Scotland as a Holiday Destination
6% 7% 10% 9%
13% 13% 16% 15%
6% 6%
1 2 3 4 5 6 7 8 9 10
Base 10754
5.71 7.84 6.83 5.56
4.14
Total Regular Occasional Lapsed Prospect
Mean scores
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 24.6 M households)
• 5 chosen as Target Segments for VisitScotland
• Previous visitors and potential visitors in each segment
• Adventure Seekers • Curious Travellers • Food Loving Culturalists • Engaged Sightseers • (Natural Advocates)
VisitScotland Segments
AFFLUENT YOUNGER
HEAVY TECHNOLOGY USERS
Above average
income
Highest volume in
work
Confident
Career minded
Energetic
Sociable
32% Have Children
At Home
Outdoor holidays
Off the beaten
track
Cultural activities
Online reviews
Recommendations
Friend’s
posts/photos
Regulars 18%
Occasionals 13%
Lapsed 34%
Prospects 35%
(Highest)
Distance
Lack of
knowledge
Unreliable
weather
Adventure Seekers
1.2 Million Households
ACTIVE
Adventure Seekers: Quotes
“I’d like to go there. The one prohibitor is just the
distance…we would have to get a flight or go for 10 days ‘cos it
is quite a drive”
“It’s a different kind of holiday…it appeals to a certain type of person but it
wouldn’t appeal to everybody”
“Somewhere we can go diving or snorkelling, nice terrain to go for walks,
sightseeing, historic things…not waterparks or nightclubs”
“We need lots of space and lots of outdoor activities”
AFFLUENT
TRAVEL BOOKS
Above average
income
Middle to upper
age bands
Curious
Live life to full
Adventure
Learning
Global view
Mix of offline and
online sources
Recommendations
Review sites
Regulars 14%
Occasionals 18%
Lapsed 40%
Prospects 28%
Distance
Few
connections
Value for
money
DISCOVERY
New experiences History & Culture
Authentic Learning
48% feel Scotland has new things to
discover
Curious Travellers
1.9 Million Households
DISCOVERY
Curious Travellers: Quotes
“I’ve never been to Scotland, it is on the list but it never gets to the top of the list because I think…ooh I could go to Morocco for the same price or I could go to Egypt or Tunisia, and it’s
definitely going to be warmer there”
“We found Edinburgh fascinating…The Falkirk Wheel is the most extraordinary
thing I think I’ve ever seen”
“I’m very much into culture and history and theatre. I go to places to immerse myself
in the culture and the historical side”
“We always try to go somewhere different”
MOST AFFLUENT
HIGH USE OF REVIEW SITES
Above average
income
High disposable
income
Confident
Influential
Professional
Sociable
Highest
spenders on
holiday
Recommendations
Magazine
Subscriptions
Travel
supplements
Regulars 22%
Occasionals 21%
Lapsed 40%
Prospects 17%
Good
Connections
Distance
Difficult to
get around
Value of
trip
UPGRADE QUALITY
Food-Loving Culturalists
1.6 Million Households
QUALITY
Food-Loving Culturalists: Quotes
“Generally speaking TripAdvisor is a million times more reliable than some travel agents I’ve
used”
“That you can have a good culinary experience in Scotland… food wouldn’t be
one of the first things I’d think about going to Scotland for”
“I love Scotland, it’s one of my favourite places to visit. I think it’s probably one of
the most beautiful countries I’ve ever been to…it ticks all the boxes for me”
“We won’t go somewhere we know the food isn’t going to
be good”
LESS AFFLUENT OLDER
67% HAVE A SOCIAL MEDIA A/C
Below segment
average income
Working full time
or retired
Traditional
Cautious
Habitual
Planners
57%
over 55
Touring
Historical places
Scenery/Wildlife
Engaging with
locals
Cautiously
engaging with
mobile & new
technology
Regulars 21%
Occasional 16%
Lapsed 44%
Prospects 20%
Cost of
travel
Cost of
accom
Distance
High holiday nights away per annum TRADITIONAL
Engaged Sightseers
1 Million Households
Engaged Sightseers: Quotes
“There’s so much going on in Scotland and it’s my kind of
going on”
“I’m looking for the history, the culture, the scenery, walking, hiking, looking at
old buildings…” “We go every year to Normandy for the
anniversary of D-day; we go camping, for 2 weeks”
“We try not to be too touristy & mix with the locals”
“It would be a very long drive…flights would be a lot quicker but then you’d have to hire a
car when you got there and it would probably work out to be quite expensive”
28
How UK Marketing uses segmentation
• Helps identify scale of opportunity for different segments
• Focuses selection of media channels
• Helps optimise media spend and choice of partners
• Informs content and messaging
• Improves results
Media Selection
• Helps target media selection whether it’s TV, radio, outdoor, press or online
• Increases potential for target visitors to hear message multiple times – 4+ increases likelihood of converting
29
.
Informs Content
• Creative lead: Brilliant Moments
• But ‘Brilliant Moment’ is tailored to the audience
30
TV advert
Solus mailer
Glasgow examples
31
Segment Appealing Activity
Food Loving Culturalists
GOMA / Charles Rennie Mackintosh, Ashton Lane (great food and drink venues nearby)
Engaged Sightseers Pollok House and Victorian Kitchen plus gardens – immersive visit
Adventure Seekers Xscape, Kelvingrove Art Gallery & Museum, Science Museum
Curious Travellers Riverside Museum and Tall Ship Glenlee, Burrell Collection
Campaign Partners
• Travel partners to overcome distance barriers
• Communication & industry partners as appropriate
32
Communication Partners
• Working with other brands to extend our messaging to like minded consumers
• Gives us access to channels which often are not commercially available
33
How can it work for you?
• Does your product appeal to any of these audiences?
• Use media insights to get your tailored messaging in front of them
• Can you see your existing customers in these segments? What information can you ‘clone’ from them to target new customers?
• Could you tweak some of your communications / marketing to deliver a more relevant message / convert that booking?
• Are there other businesses you can partner with to increase the scope of your activity / extend reach?
34
Further Information::
www.visitscotland.org/research_and_statistics/visitor_research/uk_visitors.aspx