Understanding customers in depth means we can ensure marketing campaigns reach consumers in the best way. Our segment model is based on a behavioural approach. It's based on people’s holiday motivations and behaviours and attitudes towards Scotland as a holiday destination.
Adventure seekers want an active holiday where they will be engaged by
Holidays will really energise them. Adventure seekers will enjoy holidays both off the beaten track and in urban settings. They are typically energetic, sociable, career minded individuals.
Published June 2023
Curious travellers like to live life to the full and enjoy traveling as a hobby. They have an overwhelming desire to explore new destinations and discover new things.
A holiday will often broaden their minds, educate and revitalise them. They are typically free spirits who enjoy living life to the full. Their love of travelling may have come from experiences in their youth.
Published June 2023
A love of holidays drives engaged sightseers to plan many breaks in a year. They enjoy general sightseeing and touring, taking in historical places as well as scenery and nature.
They relish engaging with friendly locals and seeking out authentic experiences. They are typically down to earth individuals who may be quite "traditional" in their outlook and fairly settled in their lifestyles.
Published June 2023
Food-loving culturalists will seek out a relaxing holiday experience where they can enjoy engaging in cultural experiences accompanied by great food and drink.
They enjoy short breaks in the UK and will recommend quality experiences when their host has gone the "extra mile".They like to be seen to be influential amongst their friends and are typically professional, career minded, and discerning individuals.
Published June 2023
Natural advocates are passionate about Scotland as it offers everything they want from a holiday
A holiday in Scotland will help them to unwind, recharge and enjoy quiet time. Natural advocates are typically more introverted individuals who value peace and quiet.
Confident in themselves and what they want out of life, natural advocates do not follow the crowds.
Published June 2023
