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Market Insights Guide

The Market Insights Guide provides a detailed overview of different tourism markets. By understanding traveller demographics, motivations, and spending habits, tourism operators can tailor their offerings and marketing to attract the right customers.

Hayden Zammit Meaney avatar
Written by Hayden Zammit Meaney
Updated over 2 months ago

The Market Insights Guide provides a detailed overview of different tourism markets. By understanding traveller demographics, motivations, and spending habits, tourism operators can tailor their offerings and marketing to attract the right customers. This enables informed decisions about marketing investments and experience development, leading to business growth.

Accessing this feature

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How to use it

Browse the Market List

  1. When you first land on the page, you will see a list or grid of various tourism markets.

  2. These are categorised by geography (e.g., "Domestic Travellers - NSW," "International - New Zealand"), demographics (e.g., "Adventure Seekers," "Family Fun"), or other relevant groupings.

  3. Scroll through to see what is available.

Use Filters to Narrow Your Focus (Optional)

  1. If you have a specific type of market in mind, you might see some 'Filter' options.

  2. You could filter by:

  • Region: To see markets from a particular state or country.

  • Travel Style: To focus on markets interested in adventure, luxury, family, or cultural experiences.

  • Age Group: To target specific generations.

  1. Use these to find what is most relevant for your business.

Click to Dive Deeper

  1. To get the details about a particular market, click on its View Details button or the market's name itself.

Explore the Market Profile

  1. Once you've clicked into a specific market, you'll be taken to its dedicated profile page.

  2. Here's what you'll typically find:

  • Overview: A summary of the market, including its size and general characteristics.

  • Demographics: Information about the average age, household income, and family composition.

  • Travel Motivations: What drives these travellers to choose a holiday? Are they seeking relaxation, adventure, culture, or something else?

  • Spending Habits: An idea of how much these travellers usually spend on accommodation, activities, and food.

  • Preferred Activities & Interests: What kind of experiences do they enjoy? This is helpful for tailoring your offerings!

  • Booking Channels: How do they usually research and book their trips? This informs your marketing strategy.

Go Back or Explore More

  1. Once you've finished reviewing a market, you can use a Back to Markets List button or your browser's back arrow to return to the main list and explore other markets.

Tips

  • Read thoroughly: Read the market profiles thoroughly to understand and apply the insights.

  • Compare markets: Compare relevant markets to find overlaps or differences that spark new ideas.

  • Match markets to strengths: Consider which markets align with your business strengths to attract suitable customers.

  • Look for gaps: Identify underserved markets in your region to create unique offerings.

  • Integrate with data: Cross-reference the guide with your own customer data for a refined picture of your specific customers.

  • Review regularly: Revisit the Market Insights Guide regularly or when planning a new marketing campaign to keep your strategy relevant.

  • Brainstorm ideas: Note down ideas for new packages, marketing, or customer service improvements while reading the market profiles.

Need help?

For further assistance, contact us at [email protected]

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