When people think of visitors and tourists, it's easy to stereotype but it’s incorrect to do so.
In this article we’ll explore the various groups of customers you will come across and provide simple tips on how to make sure you meet their needs and expectations.
Visitor Segmentation
Market research by Visit England evidences multiple groups of customers and we have identified the three main groups of visitors that come to Greater Lincolnshire and Rutland. You can read the full study here.
1. Aspirational Family Fun
Who are they?
Classed as typically information hungry, London based high earners who take regular city breaks where they can indulge in active, family-friendly activities such as cultural events and sports.
What to consider?
If you're a hotel or accommodation provider, this group could be satisfied by helping them organise day trips – such as providing leaflets at reception or in self-service accommodation and working with other local businesses and destination partners to ensure you know what these customers are looking for from their visit.
2. Free and Easy Mini-breakers
Typically young, free and single, free and easy mini-breakers have an average income, however they are able to take part in a wealth of activities when on holiday, likely due to their lack of children. This group is closest to ‘the average Joe’ in terms of demographics.
As a predominantly single group they are likely younger and will not necessarily have the area knowledge that a returning or regular visitor might have. As they are often reliant on public transport, helping them to plan their days by providing itineraries and advice will excite them by giving them easy ways to have fun and plan their days.
3. Country-loving Traditionalists
Typically empty nesters, country loving traditionalists have a moderate income but fewer family members to cater to when on holiday. They are looking for secure, good quality accommodation and are often involved in English Heritage and the National Trust.
This group can be helped in much the same way as others, by actively engaging with them to see what they are looking for and helping them to improve their visit. Personal touch is something they look for, so making people feel at home is important to give them the best experience.
Knowing your customers is the way forward!
You may have noticed that some of the advice given is similar, but that’s because getting to know your customers is crucial to business success. Their experience is not simply what your product offers, such as a great place to stay or a wonderful restaurant, but the whole package of Greater Lincolnshire and Rutland.
One of the best ways to do this is by actively partnering and supporting other businesses in your area, so that you can cross-promote and stay up to date with what’s happening, head to our local directory to find out more.
Get in touch
If you’d like to know more about how to grow, and perform effective marketing then you can sign up to our fully funded Your Business Boost Programme.
If your business could benefit from fully funded support from Business Lincolnshire to reap the benefits of our region's tourism economy, visit our Visitor Economy pages to find out more: https://www.businesslincolnshire.com/industry-support/visitor-economy/
