Tourism and Leisure
___________Sun and Beach Tourist Segmentation
INITIAL SITUATION
Our client sought to segment the tourist profile to deeply understand their needs, expectations and motivations and improve the competitiveness of the destination beyond the common denominator of good weather and rest and thus continue to be a competitive enclave.
METHODOLOGY
A qualitative research was carried out by conducting in-depth paired interviews with different profiles of tourists from Spain, the United Kingdom, Germany and Norway.
OBJECTIVES AND RESULTS
12 different tourist profiles were detected, specifically within the sun and beach tourist, two large groups were found: the passive tourist and the active tourist, which in turn were concentrated in more specific subgroups and which indicated the motivations that incited them to travel.
They were identified insights that the brand had to incorporate into the product offering to make it more attractive and modern for each tourist profile.
