Identify Opportunity Segments

A leading, globally-recognized U.S. destination marketing organization (DMO) sought to uncover untapped visitor segments based on personal passions and lifestyle-driven activities unique to the market – going beyond traditional travel behavior analysis.

APPROACH

W5 developed a tailored research methodology designed to move beyond conventional market segmentation, focusing on the passions, activities, and motivations of travelers.

The process began with a brief incidence survey to assess the relative prevalence of nearly 50 activities and areas of interest. This was followed by a strategic survey that delved into travelers’ underlying motivations, aspirations, and expectations.

Using advanced analytical techniques such as MaxDiff analysis, factor analysis, clustering, and System 1 and System 2 descriptive statistics, W5 refined the extensive list into seven distinct travel motivations, forming the foundation of a comprehensive segmentation model.

RESULTS

While one traveler segment aligned with the client’s existing knowledge, W5 uncovered six additional opportunity segments, offering fresh and actionable insights into new potential visitor markets.

These findings provided the DMO with a revitalized perspective on the marketplace, guiding brand positioning, consumer advertising, and messaging strategies. Armed with this data, the client is well-positioned to grow visitation and drive future success.