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.
Background
Find out more about the methodology and sample behind the data used for the pen portraits on our MIDAS research page.
We use typing tools to classify new respondents to our surveys into our existing segments. Download our typing tool classification questionnaire (PDF, 406KB) to see the questions we ask.
Other resources
We have a wealth of information available on Britain's most important inbound tourism markets available on the markets section of the website.
Learn more about one of our priority segments in Australia: Australian Experience Seekers (referred to in this report as Buzzseekers) are experienced travellers looking for rewarding holidays whilst exploring the world. This report investigates in more details their attitudes towards and image of Britain, and their behaviours when planning and booking long- haul holidays. Published in March 2019 (PDF, 1.6 MB)
