Customer Demographics
Knowing who your visitors are helps you create better experiences and more effective marketing. Launchpad's demographic insights reveal the age, gender, and characteristics of people visiting your region.
Why demographics matter
Understanding your visitors helps you:
Tailor experiences — design products that appeal to your audience
Target marketing — reach the right people with relevant messages
Plan facilities — ensure you meet diverse visitor needs
Identify gaps — spot underserved demographics to target
Accessing demographic data
Go to Insights Hub from the main menu
Click Visitor Analytics
Scroll to the demographic charts: Age Distribution and Gender Split
Age distribution
The Age Distribution chart shows visitors by age group:
Age groups explained
15-24 — young adults, often students or early career
25-34 — young professionals, early families
35-44 — established families, career peak
45-54 — peak earning years, older families
55-64 — pre-retirement, empty nesters
65+ — retirees, most flexible for travel
Reading the chart
Taller bars = more visitors in that age group
Hover over bars to see exact numbers
Compare against your target market assumptions
What age patterns tell you
Pattern | Possible meaning |
Young skew (15-34) | Adventure, nightlife, budget focus |
Middle skew (35-54) | Family, premium experiences, convenience |
Older skew (55+) | Leisure, comfort, cultural experiences |
Spread distribution | Broad appeal, diverse offerings |
Gender split
The Gender Split pie chart shows male vs female visitors:
Reading the chart
Displayed as percentages of total visitors
Hover to see actual trip numbers
Most regions show relatively balanced splits
Gender insights for your business
Split | Considerations |
Female majority | Wellness, shopping, social experiences valued |
Male majority | Adventure, sports, activity-focused |
Balanced | Couples, families, broad appeal |
Visitor types and demographics
Combine visitor type filters with demographics:
Holiday travellers
Often couples or families
Spread across age groups
Balanced gender typically
Focused on experiences
Business travellers
Peak in 25-54 age range
May skew slightly male depending on industry
Concentrated in employment centres
Value efficiency
VFR (visiting friends and relatives)
Broader age distribution
Often tied to life events (births, weddings, reunions)
Family groups common
May include extended family spanning generations
Demographic trends by market
Domestic visitors (NVS data)
Typically reflect Australian population demographics
Strong family and grey nomad segments
Drive travel enables all ages
International visitors (IVS data)
Varies significantly by source country
Age profiles differ by market (e.g., younger from UK, older from Japan)
Switch to IVS data source to explore
Using demographics for marketing
Tailoring your message
Different demographics respond to different messages:
Demographic | Often responds to |
Young adults | Adventure, social, value, authentic |
Families | Safety, activities, convenience, value |
Couples | Romance, relaxation, unique experiences |
Empty nesters | Comfort, culture, quality, discovery |
Retirees | Pace, accessibility, depth of experience |
Channel selection
Age groups use different media:
15-34 — social media, influencers, video content
35-54 — mix of digital and traditional
55+ — email, traditional media, word of mouth
Imagery and language
Match your communications to your audience:
Use imagery showing people similar to your target market
Adjust tone and vocabulary appropriately
Consider accessibility needs for older demographics
Demographics and experience design
Product development
Design experiences that match your visitors:
Young visitors — active, social, Instagram-worthy
Families — safe, engaging, value for money
Couples — intimate, special, memorable
Seniors — comfortable, accessible, enriching
Facilities and services
Consider demographic needs:
Accessibility for mobility limitations
Family facilities (change rooms, kid's menus)
Quiet spaces for those seeking relaxation
Activity levels matching fitness capabilities
Filtering by demographics
Use the visitor analytics filters to focus:
Select a State/Territory and Sub-Region
Choose a Visitor Type to see its demographic breakdown
Filter by Transport to see how travel mode relates to demographics
Comparing demographic patterns
Use comparison mode to understand differences:
Select your sub-region
Enable Comparison Mode
Compare against state average or another region
See if your demographic mix is typical or unique
Common demographic questions
Are demographics changing over time?
Yes, demographic patterns shift due to:
Aging population (more 55+ travellers)
Changing family structures
New marketing reaching different groups
Product development attracting new segments
How accurate is demographic data?
Demographic data comes from:
National Visitor Survey (NVS) — large sample, statistically robust
International Visitor Survey (IVS) — border surveys, reliable
Regional breakdowns have larger confidence intervals
Can I see my actual customer demographics?
Visitor analytics shows regional data. For your specific customers:
Check your CRM records
Analyse your booking data
Survey your guests directly
Tips for demographic analysis
Look for surprises — are you reaching who you think?
Identify gaps — which demographics are you missing?
Match product to market — does your offering suit your audience?
Test new segments — consider targeting underserved groups
Monitor changes — demographics shift over time
Knowing your visitors helps you serve them better and attract more like them.