Understanding our customer segments

Learn how we classify our survey respondents into segments. Gain insights into the audience we target. Understand the customer journey from the initial inspiration stage through to booking a trip. 



Experience Seeker Pen Portraits

Our new and refreshed Experience Seeker (formerly known as the “Buzzseeker”) pen portraits are now available. The pen portraits have been updated using the latest data and insights from the Motivations, Influences, Decisions and Sustainability (MIDAS) research. These new pen portraits tell us in a very quick snapshot why Experience Seekers are a high value segment to VisitBritain. They provide key indicators which help identify this target audience and demonstrate what makes them unique including key demographics, top sources of inspiration, holiday motivations, desires and behaviours.