Know your customer

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Know your customer

Understanding what motivates and inspires your customer, how often they take a short break or holiday, their indicative spend, preferred leisure activities and the type of destination (rural or urban) that they are attracted to, means that you can target your customer more effectively. This data however needs to be combined with an age profile, their tendency to holiday alone, as a family, couple or group of like minded individuals in order for market segmentation to take place.

While it is important to know your own customer, Tourism NI and Tourism Ireland carry out extensive research to help you to get to know the customer profiles of different countries across the world.

NI Domestic Market Review

Tourism NI conducted a review of the domestic market and the report was launched in March 2020 NI Domestic Tourism Strategy 

What segments have been identified?

Natural Quality Seekers 15%, Social Instagrammers 15%, Aspiring Families 30%, Pragmatists 13%, Comfort seekers 13%, and the Short Break Enthusiasts 14%. The first 3 segments account for 60% of the market and therefore the strategy focuses on these segments in particular.

 Find out more about the NI and ROI markets from Tourism NI.

Also target markets for GB & international markets.


Photo credit © Northern Ireland Tourist Board