1. England research & Insights
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  3. England visitor segmentation

England visitor segmentation

VisitEngland have recently developed a new visitor segmentation, based on a combination of what matters to visitors, their holiday behaviour, and demographics.

The Visitor Segmentation report identifies five segments of visitor:

1. 30% Country-loving traditionalists, 2. 20% fun in the sun, 3. 11% Fuss-free value seekers, 4. 20% Free and easy mini-breakers, 5. 12% Aspirational family fun

  • Country Loving Traditionalists (30%),
  • Fun in the Sun (20%),
  • Fuss Free Value Seekers (11%),
  • Free and Easy Mini Breakers (26%) and
  • Aspirational Family Fun (12%).

The presentation outlines the process of development for these segments, and provides a pen-portrait of each.

Download the visitor segmentation presentation (PDF, 1.77MB)

Rear view of woman sitting on bench near Coastguard Cottages, with white cliffs in the background, Seaford, East Sussex.

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