Swans on Loch Ness

Knowing who your audience is, and who it could be, is not only essential when marketing, promoting or selling, but it also makes it much easier for you when thinking about potential new markets or opportunities.

One particular group which presents us a regular opportunity is Scotland’s tourism market. We all feel the surge as tourists start to descend from their tour buses, or we see more tents appearing along lochsides, and all the B&B’s get booked up, but what do we really know about our tourists, beyond the fact that they come from somewhere else.

Visit Scotland have regularly commissioned segmentation research, and continue to refresh this research as tourism engagement changes over time.  Their current model of segmentation was devised in 2006 and looked to divide UK tourists into unique sub groups based on their geographic location, their attitudes and behaviour towards Scotland and their method of planning and booking for a holiday or short break. (Currently 79% of the UKs tourism value to Scotland comes from 32% of UK households).

“In order to market Scotland effectively it is vital that we completely understand who our customers are and how we can best target them.” Visit Scotland, 2006, Scotland An Insight into our Segments.

Of course this type of research and segmentation hugely benefits the marketing campaigns that Visit Scotland runs over the year, it means they can pick and choose and area of greatest demand to focus on, or try to stimulate demand in new under represented areas. But this type of research can also benefit the cultural and creative sector. 

UK tourists are our audiences, our customers, and our participants, whether that’s at a theatre event at a village hall, or buying an item of craft at a fair, or taking part in a guided tour of gallery or museum, which ever aspect of culture and creativity they engage with, we still need to know who they are, why they came and how we can get them (or other tourists like them) to come again. Here is where the Visit Scotland research comes into play.

An Insight into our Segments

Visit Scotland identified 6 segments, you can read their published report here, but I have also highlighted the key points in this blog post.

Affluent Southern Explorers (W1’s)

Profile: The most affluent segment, wide age range, mostly professionals, based in the Midlands and South UK (36% from London).

Lifestyle: Not materialistic, makes time for themselves, prefer authentic experiences and the environment.

Motivations: Travel in the UK and abroad is an important part of their lives, they will take longer breaks and explore the local culture, and like to get off the beaten track.

Scotland:  Like to take holidays and short breaks in Scotland, it is geographically distant enough but feels a strong connection to Scotland. Looking for an authentic, inspiring and new Scottish experience.

Interests:  Walking, wildlife and nature, culture, golf, food and drink, local events and festivals.

Younger Domestic Explorers (W2s)

Profile: The youngest segment, average age of 42, a third have children, live across the UK.

Lifestyle: They ‘work to live’, limited by disposable incomes, have busy lives, like to discover and explore new places, and are more likely to consider environmental and green travel options.

Motivations: Looking to escape from the routine, to relax and explore, love UK breaks, like convienience and ‘good value for value’.  

Scotland: Taking holidays and short breaks, attracted by the beauty and stunning environment, likes the diversity, to discover new things and the freedom to explore. They are looking for diversity, discovery and stimulation when holidaying in Scotland.

Interests: Sightseeing and exploring, castles, culture, wildlife, events, festivals, music, active sports and family attractions.

Mature Devotees (W3s)

Profile: The oldest segment, often retired, with a lower then average income. Living in Scotland, Northern England and Northern Ireland.

Lifestyle: Likes the familiar, is risk adverse, prefers traditional values, they buy and think local.

Motivations: UK orientated, Scotland is their favourite, they know the country well, will take longer breaks or tour an area, they will revisit special places, seek out offers and deals and love to plan in advance.

Scotland: Currently taking holidays and short breaks, are loyal ambassadors and come every year to Scotland, they ‘love it like an old, dear friend’.

Interests: Sightseeing, historical sites, museums, castles and gardens, good food, local produce, farmer’s markets.

Affluent Active Devotees (W4s)

Profile: Above average incomes, average age 50, professionals, they are confident and discerning, based in Scotland, Northern England and Northern Ireland.

Lifestyle: Although they lead busy lives, this group likes to discover new things, likes the finer things in life, new challenges and being active.

Motivations: This group is well travelled across the UK and abroad, travels for escape and relaxation, seeks experiences, and likes to try new destinations, likes to be culturally and physically ‘active’.

Scotland: Currently taking holidays and short breaks. Believe’s Scotland is the best part of the UK for holiday.  This segment is looking for an active, inspirational and rewarding holiday in Scotland.  

Interests: Exploring landscapes, hiking, cycling, golf, good food and drink, and spending quality time with partner or family.

Better Off Traditionalists (C3s)

Profile: Above average income, average age 51, lives in Mid/South UK (34% from London) includes Wales and South West. Unlikely to have children at home.

Lifestyle: Hold traditional values, unlikely to take risks, they are knowledgeable and well educated, like the news and current affairs, and is a daily newspaper reader.

Motivations: Interested in travel and culture and quite adventurous,, they prefer to go abroad but recently interested in the staycation, attracted to the strong cultural element of UK holidays.

Scotland: Don’t currently take holidays and short breaks in Scotland, these are lapsed visitors, they think Scotland is difficult to get to and not the best part of the UK for holidays. They would be looking for a cultural, high quality and relaxed experience if they were to travel to Scotland.

Interests: Sightseeing, historic castles, museums and national parks. Also hiking for the more active.

Northern Sometimers (C5s)

Profile: Average age 44, average income, jobs not careers, living in Northern England, North Ireland and 1/5 live in Scotland.

Lifestyle: Family is important to this group, they are less active and curious then others, enjoy populist culture, are a bit sedentary and habitual in behaviour.

Motivations: Prefer to travel abroad for the sun, sand and sea. They are looking to relax and do ‘nothing’. In the UK they are looking for city breaks and believe that the UK is poor value for holiday money.

Scotland: Do take some breaks to scotland, but prefer abroad. They are open to ideas on good value city breaks with relaxation and a ‘fun’ focus. They would be looking for a fun, entertaining and good value experience from a holiday in Scotland.

Interests: Cities, shopping, theme parks, theatre, christmas markets, social breaks with friends and family.

The report looks also at their accomodation preferences, media habits, and looks at a ‘day in the life of’ an example tourist within each segment.