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Budget Travellers
This price conscious travel segment is seeking out great deals, budget flights and inexpensive travel. They are also looking at coach travel at home and in Europe, reviewing content around student travel, gap year adventure travel and round the world tickets.
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Business Travellers
Linked with SICs, this segment has been online across multiple countries in a short period of time and is viewing content around airline loyalty schemes, airport lounges, corporate travel and travel management companies. |
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City Break Lovers
Often seeking to enjoy cities that offer arts and culture, they are reading reviews on popular city destinations, researching weekend break and city break offers, reading articles on city attractions and events and looking into travel options such as Eurostar. |
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Cruisers
This segment is researching into cruise holidays, reviewing content about cruise ship operators, specific ships, packages, locations and blogs about cruising. |
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Short Haul Travellers
This group is looking at travel/holidays in the UK as well as researching trips with a flight time of just a few hours. |
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Family Holidays
This large group is looking at family destinations that cater well for children, including Disney and Euro-Disney, Centerparcs, holiday camps, theme parks and specific family adventure holidays. |
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Florida Holidays
A family holiday segment but with a specific focus on Florida, they are looking at all things Florida, including Orlando, Disney, Universal Studios, Sea World, Busch Gardens, Kennedy Space Centre and Fly Drives. |
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Long Haul Travellers
Looking at more exotic destinations, they are researching holidays and trips to Africa, Asia, Australia, The Americas and Canada. |
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Luxury Travellers
Comfort is very much the watchword. This group is looking into 5+ star hotels, upmarket tour operators, such as Cox & Kings, travelling business/first class and researching luxury travel accessories and suitcases. |
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Car Renters
This segment is actively researching car rental options, searching on specific terms (e.g. 'car rental'), as well as by company names (e.g. Avis, Hertz etc.). They are also comparing offerings and prices via comparison sites. As these decisions are often made quickly, the 'in-market' time-frames built around this segment are relatively short to reflect this fact. |
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UK Breaks
With an emphasis on 'staycation', this segment is looking into UK holidays, researching across specific areas (e.g. Lake District, Cornwall, The Cotswolds), different accommodation types (country cottages, canal boats, holiday camps), short UK breaks, day's out and the seaside. |
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Winter Sun
People that are looking to escape the bitter cold weather of UK wintertime. This group wants to leave the cold behind and prefer the beautiful climate available either on beach holidays, city breaks or just a quieter and warmer destination for those looking to kick back and relax. |
