Understanding our customer segments

Learn how we classify our survey respondents into segments. Gain insights into the audiences we target. Understand the customer journey from the initial inspiration stage through to booking a trip and how they differ per market.   

From 22 May we will be working to update all of the data and documents on this page following the Office of National Statistics (ONS) revision of the International Passenger Survey (IPS) data for 2009-2018 and the released detailed 2019 data. Please be patient as we update these pages or contact the VisitBritain research team if you have any questions- VB/VEResearch@visitbritain.org. Thank you.

Typing tool

We use typing tools to classify new respondents to our surveys into our existing segments. Download our typing tool classification questionaire (PDF, 406KB) to see the questions we ask.

Pen Portraits

Our pen portraits provide an in-depth insight into the specific audiences that we target. Each pen portrait provides a snapshot description of what makes the audience unique, how they source information, what appeals to them when travelling, as well as a range of demographic signifiers. Pen portraits are based on fieldwork and a mixture of quantitative and qualitative research methods.  


Customer Journey Maps

Our Customer Journey Maps are used to understand and visualise the thoughts, feelings and actions that our customers experience when a holiday to the UK moves from the initial inspiration stage through to booking a trip, visiting and then post-visit advocacy. The maps outline our role as well as the wider tourism industry along the journey, identifying what the customer needs, where opportunities sit, what platforms or research tools our customers use at specific points in the journey, as well as the average timespan that they spend in each section of the journey.