Leisure and tourism


Segmentation of the Sun and Beach Tourist


Our client wanted to segment the tourist profile in order to gain an understanding of their needs, expectations and motivations and improve the competitiveness of the destination beyond the common denominator of good weather and relaxing, and so continue to be a competitive enclave.


Qualitative research by conducting in-depth, paired interviews with different tourist profiles from Spain, the UK, Germany and Norway.


Twelve different tourist profiles were identified. Within the sun and beach tourist two large groups were found: the passive tourist and the active tourist, which in turn were broken down into more specific subgroups and which revealed their motivations to travel. 

Insights were identified that the brand needed to incorporate into their range of products to make it more attractive and modern for each tourist profile.