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:

  • 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)