allows you to define and segment your target audiences. By understanding your markets, you can tailor your marketing and refine your offerings to boost bookings. For example, create a "Domestic - Sydney Families" market to target families with young children looking for day trips.
Accessing this feature
Go to Markets.
How to use it
Adding a New Market
Go to the Markets page. Here, you'll see a list of any markets you've already set up.
On the Markets page, click Create.
You'll see a simple form pop up. Fill in the details:
Market Name: Choose a clear and descriptive name for your market. Think about who they are and where they come from. For example: "Domestic - Sydney Families", "International - New Zealand Adventure Seekers", or "Local - Corporate Groups". Be as specific as you can!
Description (Optional, but Recommended!): What makes this market unique? What are their interests? Why are they a great fit for your business? For example, for "Domestic - Sydney Families", your description might be: "Families with young children (5-12 years) from the Greater Sydney area, looking for educational and fun day trips." This helps you and your team remember the specifics.
Once you're happy with your market name and description, click the Save button. You'll then see your brand new market added to your list!
Editing an Existing Market
Go to your Markets page.
Scan through the list of markets until you find the one you want to update.
Next to each market in the list, you'll usually see an Edit icon (often a little pencil symbol) or an Edit button. Click on this for the market you wish to change.
The same form you used to create the market will appear, pre-filled with the current details. You can now adjust the Market Name or the Description to reflect your new understanding or strategy.
Once you've made your updates, click the Save button. Your market will now be updated in the system.
Tips
Be specific, not generic: Instead of just "International", try "International - UK Families" or "International - USA Solo Travellers". The more specific you are, the easier it is to tailor your message.
Think beyond geography: While location is important, also consider demographics (age, income, family status) and psychographics (interests, travel style, motivations). For example, "Domestic - Wellness Retreat Seekers" is more descriptive than just "Domestic - Melbourne".
Don't overdo it (initially): While it's great to be specific, start with 3-7 core markets that represent the bulk of your business. You can always add more as you refine your understanding. Too many at the start can feel overwhelming!
Review regularly: Your markets aren't set in stone! At least once a year, take some time to review your defined markets. Have your customers changed? Are you attracting a new group? Update them to reflect your current reality.
Use descriptions wisely: Those optional descriptions are gold! Use them to jot down key characteristics, preferred communication styles, or even their favourite types of experiences. This helps everyone in your team understand who they're serving.
Connect to your data: Once you start identifying your markets, try to link them to your actual booking data. Which markets are generating the most revenue? Which have the highest repeat bookings? This insight is incredibly powerful!
Don't be afraid to experiment: If you're considering targeting a new type of customer, create a market for them! It helps you formalise your thinking and track your efforts. You can always refine or remove it later if it doesn't work out.
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