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
Importance of the UK market to Scotland
Trips 14.79M
Spend £4.6bn
From
overseas
14%
From
overseas
36%
From UK
64%
From UK
86%
Source: IPS 2013, GBTS 2013 / N Ireland 2012
4
Importance of the UK market to Glasgow
Trips 2.0 M
Spend £495 M
From
overseas
26%
From
overseas
38%
From UK
62%
From UK
74%
Source: IPS 2013, GBTS 2013 / N Ireland 2013
5
Segmenting the UK Audience
What is segmentation?
UK
Population
Survey
Factors
Group Into Distinct
Segments
Clustering
Analysis
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
• 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
10
Some high level results
Segmentation 2013 – Quantitative Results
Vital Statistics: the “last year funnel”
100% UK representative
sample surveyed
68% spent more than one night away on
holiday or s/b
58% took a holiday or s/b
in UK/Ireland
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%
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
Lapsed
25%
I have taken a short break or holiday in Scotland once or twice
before and might do so again
Prospect:
24%
I have never been on a short break or holiday in Scotland, but
would like to
Rejecter
31%
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
8% not visited a new destination in past 3 years
recommendations from close family / friends
37%
online travel review sites
28%
travel books / guide books / brochures
28%
official country tourism websites
22%
direct flights from local airport
20%
discount deals / offers emails
18%
other travel websites / blogs
17%
newspapers / magazines
17%
TV programmes
17%
holiday price comparison websites
15%
looking at photos / posts from friends on social media
15%
travel agents / tour operators
12%
films
travel / tourism pages on social media
7%
6%
other
none
Base 10754
15%
5%
Always wanted to go; been before;
caravan club; specific event / activity;
VFR.
Activities Enjoyed on UK / Ireland Holidays
70%
69%
67%
67%
Visiting natural sites
Short walks (<2miles)
Visiting castles / monuments
Sightseeeing
59%
Visiting parks / gardens
54%
54%
Trying local speciality food & drink
Visiting museums / galleries
48%
Long walks (>2miles)
42%
Centre based walking
34%
Visiting aquarium / zoo / safari parks
29%
Wildlife watching
24%
23%
19%
19%
Other visitor attractions
Visiting theme / amusement parks
Cycling (roads/paths)
Hill climbing / walking
Adventure activities
Visiting TV / film locations
Sailing / boating / watersports
Horseriding / pony trekking
Golf
Mountain biking
Fishing
Researching family history
Other
Base 10754
14%
13%
13%
10%
10%
8%
7%
5%
4%
Knowledge of Scotland as a Holiday Destination
6%
7%
1
2
10%
13%
13%
16%
15%
9%
3
4
5
6
7
8
6%
6%
9
10
Mean scores
5.71
Total
Base 10754
7.84
Regular
6.83
Occasional
5.56
Lapsed
4.14
Prospect
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
Adventure Seekers
Above average
income
Highest volume in
work
Confident
Career minded
Energetic
Sociable
32%
Have Children
At Home
AFFLUENT
YOUNGER
Outdoor holidays
Off the beaten
track
Cultural activities
ACTIVE
1.2 Million Households
Regulars 18%
Occasionals 13%
Lapsed 34%
Online reviews
Recommendations
Friend’s
posts/photos
Prospects 35%
(Highest)
HEAVY TECHNOLOGY USERS
 Distance
 Lack of
knowledge
 Unreliable
weather
Adventure Seekers: Quotes
“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”
“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”
Curious Travellers
Above average
income
Middle to upper
age bands
AFFLUENT
New experiences
History &
Culture
Authentic
Learning
Curious
Live life to full
Adventure
Learning
Global view
DISCOVERY
DISCOVERY
48% feel
Scotland has
new things to
discover
1.9 Million Households
 Distance
Regulars 14%
Occasionals 18%
Lapsed 40%
Prospects 28%
Mix of offline and
online sources
Recommendations
Review sites
TRAVEL BOOKS
 Few
connections
 Value for
money
Curious Travellers: Quotes
“I’ve never been to Scotland, it is on the list
“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”
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”
Food-Loving Culturalists
Above average
income
High disposable
income
Confident
Influential
Professional
Sociable
Highest
spenders on
holiday
MOST AFFLUENT
QUALITY
QUALITY
UPGRADE
1.6 Million Households
Recommendations
Magazine
Subscriptions
Travel
supplements
HIGH USE OF REVIEW SITES
Regulars 22%
Occasionals 21%
Lapsed 40%
Prospects 17%
Good
Connections
 Distance
 Difficult to
get around
 Value of
trip
Food-Loving Culturalists: Quotes
“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”
“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”
Engaged Sightseers
Below segment
average income
Working full time
or retired
Traditional
Cautious
Habitual
Planners
57%
over 55
OLDER
LESS AFFLUENT
Touring
Historical places
Scenery/Wildlife
Engaging with
locals
TRADITIONAL
High holiday
nights away
per annum
1 Million Households
Regulars 21%
Occasional 16%
Lapsed 44%
Prospects 20%
Cautiously
engaging with
mobile & new
technology
67% HAVE A SOCIAL MEDIA A/C
 Cost of
travel
 Cost of
accom
 Distance
Engaged Sightseers: Quotes
“We go every year to Normandy for the
anniversary of D-day; we go camping, for 2
weeks”
“I’m looking for the history, the culture,
the scenery, walking, hiking, looking at
old buildings…”
“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”
“We try not to be too touristy
& mix with the locals”
“There’s so much going on in
Scotland and it’s my kind of
going on”
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
28
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
TV advert
Solus
mailer
30
Glasgow examples
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
31
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