Fashion leader or fashion led - understanding the domestic holiday taker

You have probably seen references to Cosmopolitans, High Streets and Discoverers, the key market segments targeted by VisitBritain in their domestic marketing.

But do you know why Enjoy England chose to focus on these three segments when targeting the domestic holiday taker? And are you aware of what each segment looks for in a holiday, what influences them, how open they are to new ideas or experiences or whether they prefer activity or cultural breaks?

Why these particular segments?

Enjoy England uses a consumer segment system based on people's core values and definitions of quality created by Arkenford. The ArkLeisure™ model consists of three main elements: aspirations (value statements made on the basis of quality judgments)life factors (life stage, income, etc) and purchase scenarios (preferences, suitable accommodation, purchase drivers, satisfaction with choices made, purpose of trip, etc).

By using this information, the model divides the UK market into eight value-based segments: CosmopolitanDiscovererHigh StreetStyle HoundTraditionalFunctionalHabitualFollower. A value-based segmentation has many advantages. Values do not change (or only change very slowly) throughout a person’s life and can provide a more in-depth understanding of consumers. Values or beliefs shape people’s needs, which in turn shape their behaviour.

Brand choices, behaviour, life styles, leisure activities and interests will be different between different value-based segments. It is therefore possible to gain a deeper understanding of their purchasing behaviour, propensity to travel and general views on life.

A person's priorities may change depending on what type of holiday they are planning but they will always remain in the same value segment.

Because the system is not based on predicting a specific set of purchases, it is more flexible and can be applied across a wider set of tourism markets, a specific destination or an individual product group.

The ArkLeisure™ model works well for Enjoy England because it reveals what customers look for in a holiday, what types of messages they will respond to and the most efficient methods of communicating with them. It also reveals how customers' priorities and product choices will change under different purchasing scenarios, such as when planning a long family holiday or a short romantic weekend away.

Enjoy England decided to focus its marketing efforts on Cosmopolitans, Discoverers and High Streets as these three groups were identified as the most active in the UK short break market. They are therefore most likely to be influenced by the England marketing message.

What are their values?

Cosmopolitans are strong, active confident individuals, who do what they want rather than following any particular fashion. Cosmopolitans view themselves as stylish, but individuality rather than fashion is most important and they are quite happy to adopt traditional values when they feel they are appropriate.

They are comfortable to try things that are out of the ordinary. Whilst they are early adopters of new ideas this is not based on fashion trends but on their personal interest in new products and opportunities. They will be early to try out new products, especially in the field of new technology, but will still seek functionality in their purchases.

They are a high-spend market who will buy expensive alternatives. Individual attention is important for this group and they will pay for it.

They are risk takers. This is reflected in their purchases and in their desire for things that are new and different which provide them with new challenges, both physical and intellectual. This includes an appreciation of art and culture. Life for this group is full and active, though peace and relaxation is still valued in the right circumstances.

Some key facts about Cosmopolitans: 19% of the GB populationEven breakdown of ages: 36% under 35; 29% 45-64 • 32% have children at home28% single; 51% married/living as marriedSlight bias towards the higher socio-economic groups with 57% ABC1s.

High Streets are generally externally referenced. They are interested in fashion brands. Style is more important than functionality or individuality. This is borne out by the fact that they care what others think, something which may hold their choice back a little. They are prepared to try new and different things, although these are likely to have been tested by others and are therefore experiences that are new to them as individuals as opposed to new to the market.

They are prepared to spend money on getting a good service. They are an active segment moderately interested in intellectual pursuits, arts and culture.

Some key facts about High Streets: 18% of the GB populationEven split of ages: 35% under 35; 30% 45-64 32% have children at home • 26% single; 53% married/living as married 51% ABC1; 49% C2DE.

Discoverers are independent of mind. They are the group least likely to be worried about what others might think. They are little influenced by style or brand unless it represents values they are seeking. Function rates far higher than style as a purchase driver.

This doesn't mean that they do not spend their money. In fact, this group are quite high spenders, and value new products and services as well as new experiences. However, they will judge their value for themselves. If the product suits their needs and is right then they will spend their money.

They value good service. They live a relatively relaxed pace of life. They enjoy intellectual challenges but arts and culture are not really an important part of who they are.

Some key facts about Discoverers: 13% of the GB population Even split of ages: 37% under 35; 28% 45-64 30% have children at home28% single; 54% married/living as married 55% ABC1; 45% C2DE.

Further information

You can download copies of England's domestic and international profiles at www.tourismtrade.org.uk/marketintelligenceresearch..

ArkLeisure™ was created by the market research and data modelling company Arkenford. Visit www.arkenford.co.uk for further information.