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California Tourism TGI Segmentation August 13 th 2008

California Tourism TGI Segmentation August 13 th 2008. Agenda. Background Segmentation Methodology Pen Portraits Media Habits Holiday Behaviour Next Steps Appendix. Background. Black Diamond identified a need to undertake research in order to segment the Long Haul travel market

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California Tourism TGI Segmentation August 13 th 2008

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  1. California TourismTGI SegmentationAugust 13th 2008

  2. Agenda • Background • Segmentation Methodology • Pen Portraits • Media Habits • Holiday Behaviour • Next Steps • Appendix

  3. Background • Black Diamond identified a need to undertake research in order to segment the Long Haul travel market • ævolve were asked by Black Diamond to suggest ways to approach this segmentation • ævolve were asked by Black Diamond to draw comparisons between their approach and the Mintel research project • We highlighted the pros and cons of 3 different segmentation approaches • We eventually went for the TGI route

  4. Proposed solutions 3 proposed solutions Off the shelf research tool – therefore no opportunity to shape questions used. Only limited holiday questions included Bespoke projects therefore can ensure that questions are tailored to focus on holidays and cover the key requirements of CT

  5. Segmentation Methodology

  6. BEHAVIOUR/NEEDS are derivative of attitudes, life-stage and resource • ATTITUDES: can be general and stable (values and beliefs) through to market specific and/or volatile (brand-disposition) • LIFESTAGE: covers marital status, presence of children, work status, age • RESOURCE: includes income, free-time, health, education, home ownership, gender ATTITUDES BEHAVIOUR (needs) LIFESTAGE RESOURCE The ALR Market Segmentation Approach ævolve believe that a segmentation including information on ALR would provide the best determinant of behaviour

  7. Method All adults 15+ (48.1m) Universe: Aged 18+ and have taken long haul holiday in last/last but one holiday (6.6m, 14.3%) Adults 18+ General Lifestyle Aged 25 – 64 (75%, 112) High social grade - AB (37%, 139), C1 (14%,115) High Income - HH £35,164 vs. £27,873 (Adults18+) Work Full-time (49%, 130) Married – Married/ Live as Married (69%, 107) Less likely to have children in HH (25%, 79) Holiday Slightly less holidays in GB – 1.65 vs. 1.68 (Adults18+) More holidays abroad – 1.76 vs. 1.63 (Adults18+) Spent more on last holiday - £1353 vs. £784 (Adults18+) Key themes More likely to Like the idea of travelling abroad (90%, 136) I try go somewhere different on holiday (56%, 143) I prefer holidays off the beaten track (33%, 129) On holiday I only want to eat,drink &sunbathe (22%, 123) I like holidays where activities are organised (17%, 132) Less likely I like to go back to familiar places for holiday (33%, 91) I would never think of taking a package holiday (16%, 95) Key themes Active, seeking challenge and adventure Cultured / Career oriented / Ambitious Prefer premium / quality products/services Enjoy shopping and buying new products Image conscious Opinion leaders Base: Aged 18+ and have taken long haul holiday in last/last but one holiday(3025 unwtd, 6.6m wtd) Source: TGI Jan – Dec 07

  8. Method INPUTS OUTPUTS Base Variables used for cluster analysis Cultured Explorers Aged 18+ and have taken long haul holiday in last/last but one holiday (6.6m) Silver Voyagers Several holiday statements Disillusioned Homebodies Several lifestyle statements Aspirational Adventurers • e.g. • On holiday I only want to eat , drink and lie in the sun • I try to go somewhere different on holiday every time • I like holidays where activities are organised • I prefer holidays off the beaten track • I like to go back to familiar places for holiday Seasoned Globetrotters Household income Holiday Escapists Have children in HH / Do not have children in HH Premium Families Relaxed Habituals Base: Aged 18+ and have taken long haul holiday in last/last but one holiday(3025 unwtd, 6.6m wtd) Source: TGI Jan – Dec 07

  9. Previous Segments Baby Boomers - time and cash rich and looking for ‘experiences’ and have the time to dedicate to them. Good Lifers - only want the very best. Interested in fines wines, foods, spas and hotels Passionate Achievers - Use their holidays to indulge their passions; golf, ski, sailing, mountain biking and hiking Experience Hunters - Need to see the sights, Golden Gate Bridge, Malibu, Beach, Palm Springs.   Base: Aged 18+ and have taken long haul holiday in last/last but one holiday(3025 unwtd, 6.6m wtd) Source: TGI Jan – Dec 07

  10. Segment Map – age vs. household income Base: Aged 18+ and have taken long haul holiday in last/last but one holiday(3025 unwtd, 6.6m wtd) Source: TGI Jan – Dec 07

  11. Segment Map - number of holidays vs. amount spent Base: Aged 18+ and have taken long haul holiday in last/last but one holiday(3025 unwtd, 6.6m wtd) Source: TGI Jan – Dec 07

  12. Pen Portraits Cultured Explorers (1.04m) Silver Voyagers (0.78m) Aspirational Adventurers (0.74m) Premium Families (0.90m) Disillusioned Homebodies (1.00m) Holiday Escapists (0.63m) Relaxed Habituals (0.79m) Seasoned Globetrotters (0.71m)

  13. Cultured ExplorersDemographics Low-mid age bias (25-44) Mean Age = 43.3 years (av.=45.9) Age vs. Income Even Male / Female Split Female (48%, 94) Male (52%, 107) Base% Index 10% 18-24 17% 25-34 22% 35-44 19% 45-54 AB Social Grade 17% 55-64 Married but more likely to be Single DE (5%, 43) 14% 65+ AB (49%, 134) D/W/S (11%, 84) Married (60%, 87) 50 100 150 C2 (10%, 62) Above average wealth Mean hhld income = £39,094 (av.=£35.164) Single (29%, 163) C1 (35%, 103) Base% Index 0-£10k 8% FT Work Status Less likely to have kids £10k-£20k 16% N/W (9%, 66) • Child in HH (14%, 55) • Aged 0-1 (1%, 149) • Aged 1-4 (6%, 72) • Aged 5-9 (5%, 54) • Aged 10-15 (6%, 42) £20k-£30k 15% FT (60%, 121) Retired (19%, 89) £30-£40k 14% £40k-£50k 13% £50k+ 20% PT (13%, 79) 50 100 150 Base: Cultured Explorers (427 unwtd, 1.04m wtd) Source: TGI Jan – Dec 07

  14. Cultured ExplorersKey Themes Cultured I like to be surrounded by different lifestyles (86%, 161) I am interested in other cultures (89%, 153) Adventure I have a keen sense of adventure (91%, 168) You should seize opportunities in life when they arise (97%, 116) Seek Challenge I like to pursue a life of challenge, novelty & change (85%, 192) I would like to set up my own business one day (35%, 139) Ambitious I want to get to very top in my career (43%, 156) I look on the my work I do as my career rather than just a job (59%, 142) Premium / Quality I have expensive tastes (45%, 139) I go for premium rather than standard goods/ services (32%, 124) Image Conscious It is important to be attractive to the opposite sex (62%, 127) I Like To Keep Up With The Latest Fashion (32%, 120) Ethical It is important that a company acts ethically (78%, 121) Base: Cultured Explorers (427 unwtd, 1.04m wtd) Source: TGI Jan – Dec 07

  15. Cultured ExplorersHoliday Attitudes Base: Cultured Explorers (427 unwtd, 1.04m wtd) Source: TGI Jan – Dec 07

  16. Cultured Explorers Holiday Behaviour Sources of Info* Accommodation* Above average number of holidays abroad 1.9 holidays a year (av.=1.76) • Three Or More (24%, 132) • Two (41%, 105) • One (34%, 81) Below average cost of last holiday £1,196* (av.= £1,353) • Less than £750 (43%, 120)* • £750 - £ 1750 (26%, 84)* • £1750+ (29%, 92)* The Internet (52%, 122) Family/ Friends (25%, 145) Been There Before (13%, 94) Tour Op./Travel Co. (11%, 90) Travel Agent shop (10%, 45) Brochures (6%, 64) Tourist Info. Centre (2%, 176) Accommodation Provider (1%, 96) TV Teletext Services (1%, 33) Hotel (B&B) (23.2%, 145) Friends/ Relations (18.4%, 112) Rent Villa/Flat/Cottage/Chalet (17.7%, 135) Hotel (Full/Half Board) (11.9%, 85) Hotel (Room Only) (11.6%, 93) Guest House/B&B (5.4%, 185) Hotel (All Inclusive) (4%, 34) Holiday Home/Time Share (3.5%, 86) Tent (1.9%, 174) Top Destinations* Booking Method* Type of Holiday* Turkey (6.2%, 64) France (5.6%, 132) Italy (4.4%, 138) Canada (4.3%, 108) Malay./ Sing./Thai. (4.1%, 108) USA California & The West (3.4%, 132) Florida (3.1%, 43) Elsewhere in USA (13.4%, 131) Own Travel/Acc. Arrangements (66%, 157) Tour Operator - Package (11%, 76) Travel Agent - Flight Only (9%, 75) Travel Agent - Flight & Acc. (8%, 72) Travel Agent - Package (6%, 31) Travel Agent - Acc. Only (4%, 136) Tour Operator - Flight Only (3%, 72) City/Short Break (25%, 180) Beach/ Resort (16%, 48) Lakes & Mountains (10%, 247) Multi- Country (4%, 136) Cruise (3%, 71) Watersports (3%, 366) Skiing (2%, 212) Boating Holiday (2%, 437) Safari (2%, 134) Disney World (Florida) (2%, 38) Base: Cultured Explorers (427 unwtd, 1.04m wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

  17. Silver VoyagersDemographics Older Age bias (45+) Mean Age = 52.6 years (av.=45.9) Age vs. Income Slight Female Bias Female (57%, 111) Male (43%, 89) Base% Index 10% 18-24 17% 25-34 22% 35-44 19% 45-54 ABC1 Social Grade 17% 55-64 Married DE (12%, 98) 14% 65+ AB (40%, 108) D/W/S (15%, 117) Married (78%, 113) 50 100 150 C2 (14%, 83) Average wealth Mean hhld income = £37,250 (av.=£35,164) Single (6%, 36) C1 (34%, 100) Base% Index 0-£10k 8% Retired & FT Work Status Less likely to have kids £10k-£20k 16% N/W (9%, 69) • Child in HH (6%, 25) • Aged0-1 (3%, 304) • Aged 1-4 (4%, 45) • Aged 5-9 (1%, 8) • Aged 10-15 (2%, 15) £20k-£30k 15% FT (42%, 86) Retired (34%, 161) £30-£40k 14% £40k-£50k 13% £50k+ 20% PT (15%, 90) 50 100 150 Base: Silver Voyagers (383 unwtd, 0.78m wtd) Source: TGI Jan – Dec 07

  18. Silver VoyagersKey Themes Happy I’m perfectly happy with my standard of living (82%, 121) Patriotic I buy goods produced in own country whenever I can (56%, 130) Disagree – A single European currency would be good for Britain (62%, 119) Reserved Outlook Disagree - I have a keen sense of adventure (27%, 234) Disagree - I like taking risks (77%, 175) Financial Security Stocks & shares too risky investment for me (35%, 140) Finance - important to be well insured for everything (80%, 120) Premium / Quality I’m prepared to pay more for prods that make life easier (66%, 134) I go for premium rather than standard goods/ services (35%, 134) Home Loving I get a good deal of pleasure from my garden (74%, 124) I enjoy entertaining people at home (76%, 117) Image & Health Conscious I really enjoy shopping for clothes (46%, 123) I always look for light/diet versions of food/ drink (39%, 121) Base: Silver Voyagers (383 unwtd, 0.78m wtd) Source: TGI Jan – Dec 07

  19. Silver VoyagersHoliday Attitudes Base: Silver Voyagers (383 unwtd, 0.78m wtd) Source: TGI Jan – Dec 07

  20. Silver Voyagers Holiday Behaviour Sources of Info* Accommodation* Above average number of holidays abroad 1.91 holidays a year (av.=1.76) • Three Or More (25%, 137) • Two (40%, 103) • One (35%, 82) Slightly above average cost of last holiday £1,384* (av.= £1,353) • Less than £750 (31%, 86)* • £750 - £ 1750 (38%, 125)* • £1750+ (29%, 94)* The Internet (45%, 105) Travel Agent shop (25%, 116) Tour Op./Travel Co. (14%, 119) Brochures (14%, 160) Family/ Friends (12%, 69) Been There Before (12%, 83) Accommodation Provider (2%, 128) Hotel (B&B) (18%, 110) Hotel (All Inclusive) (15%, 132) Friends/ Relations (15%, 89) Hotel (Full/Half Board) (14%, 103) Hotel (Room Only) (12%, 98) Rent Villa/Flat/Cottage/Chalet (10%, 77) Holiday Home/Time Share (2%, 60) Caravan (2%, 127) Guest House/B&B (2%, 62) Top Destinations* Booking Method* Type of Holiday* Turkey (10.4%, 108) Egypt (10.1%, 164) West Indies/Caribbean (7.7%, 118) Australia/ New Zealand (6.4%, 137) Elsewhere In Africa (6.3%, 134) USA California & The West (3.3%, 131) Florida (3.5%, 48) Elsewhere in USA (12.1%, 118) Own Travel/Acc. Arrangements (30%, 72) Travel Agent - Package (27%, 133) Tour Operator - Package (18%, 130) Travel Agent - Flight & Acc. (14%, 121) Travel Agent - Flight Only (11%, 89) Tour Operator - Flight Only (4%, 82) Travel Agent - Acc. Only (2%, 56) Beach/ Resort (38%, 114) City/Short Break (11%, 77) Cruise (8%, 201) Lakes & Mountains (6%, 140) Multi- Country (2%, 84) Disney World (Florida) (2%, 46) Coach Tour (2%, 89) Golfing (1%, 237) Base: Silver Voyagers (383 unwtd, 0.78m wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

  21. Premium FamiliesDemographics Younger bias (25-54) Mean Age = 38.9 years (av.=45.9) Age vs. Income Even Male / Female Split Female (54%, 106) Male (46%, 94) Base% Index 10% 18-24 17% 25-34 22% 35-44 19% 45-54 AB & DE Bias Social Grade 17% 55-64 Married DE (15%, 116) 14% 65+ AB (39%, 105) D/W/S (6%, 43) Married (83%, 120) 50 100 150 C2 (14%, 84) Higher than average wealth Mean hhld income = £39,067 (av.=£35,164) Single (12%, 65) C1 (33%, 97) Base% Index 0-£10k 8% FT & PT Work Status Have kids in household £10k-£20k 16% N/W (12%, 190) • Child in HH (100%, 402) • Aged 0-1 (1%, 114) • Aged 1-4 (28%, 336) • Aged 5-9 (39%, 420) • Aged 10-15 (64%, 447) £20k-£30k 15% FT (37%, 104) Retired (31%, 10) £30-£40k 14% £40k-£50k 13% £50k+ 20% PT (19%, 127) 50 100 150 Base: Premium Families (381 unwtd, 0.90m wtd) Source: TGI Jan – Dec 07

  22. Premium FamiliesKey Themes Family focused I find it difficult to say no to my kids (39%, 155) My family is more import to me than my career (91%, 114) Time Poor I don't have time to spend preparing & cooking food (23%, 122) Not enough hours in the day to do everything (69%, 114) Budget conscious Shopping - when doing h/h shopping I budget for every penny (22%, 129) Value Seeking Disagree - It's worth paying extra for quality goods (9%, 158) Disagree – I’m prepared to pay more for prods that make life easier (17%, 117) Brand Switching Disagree - When I find a brand I like I tend to stick to it (13%, 129) I'm tempted to buy prods I've seen advertised (30%, 124) Image conscious I spend a lot on clothes (25%, 129) I like to keep up with the latest fashion (31%, 113) Not cultured Disagree - I am interested in other cultures (21%, 151) Base: Premium Families (381 unwtd, 0.90m wtd) Source: TGI Jan – Dec 07

  23. Premium FamiliesHoliday Attitudes Base: Premium Families (381 unwtd, 0.90m wtd) Source: TGI Jan – Dec 07

  24. Premium FamiliesHoliday Behaviour Sources of Info* Accommodation* Below average number of holidays abroad 1.6 holidays a year (av.=1.76) • Three Or More (10%, 55) • Two (40%, 101) • One (50%, 119) High average cost of last holiday £1,640* (av.= £1,353) • Less than £750 (25%, 69)* • £750 - £ 1750 (29%, 94)* • £1750+ (45%, 145)* The Internet (41%, 96) Travel Agent shop (37%, 174) Family/ Friends (18%, 103) Been There Before (15%, 106) Brochures (10%, 119) Tour Op./Travel Co. (10%, 87) Accommodation Provider (2%, 147) TV Teletext Services (2%, 86) Hotel (Room Only) (19%, 151) Rent Villa/Flat/Cottage/Chalet (16%, 124) Friends/ Relations (16%, 95) Hotel (All Inclusive) (15%, 133) Hotel (Full/Half Board) (13%, 96) Hotel (B&B) (10%, 61) Holiday Home/Time Share (5%, 115) Caravan (2%, 122) Top Destinations* Booking Method* Type of Holiday* Turkey (13.5%, 141) West Indies/Caribbean (6.4%, 99) Egypt (5.4%, 88) Other Asia (5%, 137) Morocco/ Tunisia (4.2%, 111) USA California & The West (3.1%, 122) Florida (11.2%, 155) Elsewhere in USA (5.8%, 56) Own Travel/Acc. Arrangements (31%, 75) Travel Agent - Package (29%, 144) Travel Agent - Flight & Acc. (14%, 123) Tour Operator - Package (13%, 94) Travel Agent - Flight Only (10%, 86) Tour Operator - Flight Only (6%, 133) Travel Agent - Acc. Only (2%, 72) Beach/ Resort (47%, 143) Disney World (Florida) (12%, 236) City/Short Break (12%, 85) Lakes & Mountains (4%, 90) Multi- Country (2%, 60) Watersports (1%, 140) Base: Premium Families (381 unwtd, 0.90m wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

  25. Aspirational AdventurersDemographics Younger age bias (18-34) Mean Age = 40.5 years (av.=45.9) Age vs. Income Even Male/Female Split Female (48%, 89) Male (52%, 111) Base% Index 10% 18-24 17% 25-34 22% 35-44 19% 45-54 C1C2 Social Grade 17% 55-64 Single bias but most married DE (8%, 66) 14% 65+ AB (27%, 74) D/W/S (17%, 128) Married (59%, 85) 50 100 150 C2 (24%, 145) Average wealth Mean hhld income = £35,792 (av.=35,164) Single (25%, 140) C1 (40%, 119) Base% Index 0-£10k 8% FT Work Status Higher likelihood to have kids £10k-£20k 16% N/W (15%, 111) • Child in HH (29%, 118) • Aged 0-1 (2%, 208) • Aged 1-4 (11%, 129) • Aged 5-9 (11%, 121) • Aged 10-15 (16%, 108) £20k-£30k 15% FT (59%, 119) Retired (13%, 61) £30-£40k 14% £40k-£50k 13% £50k+ 20% PT (14%, 84) 50 100 150 Base: Aspirational Adventurers (320 unwtd, 0.74m wtd) Source: TGI Jan – Dec 07

  26. Aspirational AdventurersKey Themes Image Conscious I like to stand out in a crowd (34%, 229) I like to keep up with the latest fashion (57%, 210) Ambitious I am willing to sacrifice time with family in order to get ahead (36%, 255) I want to get to very top in my career (53%, 194) Approval Seeking It's import my family thinks I'm doing well (60%, 155) It's import to me to feel respected by my peers (87%, 121) Premium / Quality I have expensive tastes (67%, 205) I go for premium rather than standard goods/ services (51%, 195) Spend thrift I tend to spend money without thinking (27%, 163) I am no good at saving money (32%, 158) Cultured I like to be surrounded by different lifestyles (80%, 150) I am interested in other cultures (80%, 136) Ethical / Environmental I never buy toiletries/ cosmetics tested on animals (50%, 127) I’m prepared to pay more for environmentally friendly prods (52%, 126) Base: Aspirational Adventurers (320 unwtd, 0.74m wtd) Source: TGI Jan – Dec 07

  27. Aspirational AdventurersHoliday Attitudes Base: Aspirational Adventurers (320 unwtd, 0.74m wtd) Source: TGI Jan – Dec 07

  28. Aspirational Adventurers Holiday Behaviour Sources of Info* Accommodation* Average number of holidays abroad 1.8 holidays a year (av.=1.76) • Three Or More (19%, 105) • Two (41%, 104) • One (40%, 94) Average cost of last holiday £1,377* (av.= £1,353) • Less than £750 (35%, 98)* • £750 - £ 1750 (30%, 100)* • £1750+ (29%, 94)* The Internet (49%, 114) Travel Agent shop (24%, 112) Family/ Friends (20%, 114) Tour Op./Travel Co. (10%, 88) Brochures (8%, 97) Been There Before (7%, 47) TV Teletext Services (5%, 237) Tourist Info. Centre (3%, 235) An Advertisement (2%, 199) Friends/ Relations (19%, 114) Hotel (B&B) (18%, 114) Hotel (Room Only) (15%, 123) Hotel (All Inclusive) (14%, 120) Rent Villa/Flat/Cottage/Chalet (8%, 61) Hotel (Full/Half Board) (7%, 52) Holiday Home/Time Share (5%, 116) Tent (3%, 231) Top Destinations* Booking Method* Type of Holiday* Egypt (10.8%, 175) Turkey (10.7%, 111) France (9.4%, 223) West Indies/Caribbean (6.7%, 104) Other Europe (6.3%, 217) USA California & The West (0.7%, 26) Florida (7.7%, 107) Elsewhere in USA (11.1%, 108) Own Travel/Acc. Arrangements (39%, 93) Travel Agent - Package (25%, 122) Travel Agent - Flight Only (16%, 133) Tour Operator - Package (15%, 109) Travel Agent - Flight & Acc. (8%, 74) Tour Operator - Flight Only (7%, 137) Beach/ Resort (31%, 93) City/Short Break (14%, 104) Cruise (4%, 106) Disney World (Florida) (3%, 62) Multi- Country (3%, 93) Lakes & Mountains (2%, 62) Golfing (2%, 498) Spas/ Health Spas (1%, 404) Base: Aspirational Adventurers (320 unwtd, 0.74m wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

  29. Relaxed HabitualsDemographics Older bias (55+) Mean Age = 50.0 years (av.=45.9) Age vs. Income Even Male / Female Split Female (51%, 101) Male (49%, 99) Base% 10% 18-24 17% 25-34 22% 35-44 19% 45-54 ABC1 Bias Social Grade 17% 55-64 Married DE (13%, 102) 14% 65+ AB (42%, 116) D/W/S (15%, 114) Married (74%, 107) 50 100 150 C2 (14%, 81) Higher than average wealth Mean hhld income = £39,480 (av.=£35,164) Single (11%, 64) C1 (31%, 92) Base% Index 0-£10k 8% Retired & FT Work Status Less likely to have kids £10k-£20k 16% N/W (11%, 80) • Child in HH (11%, 46) • Aged 0-1 (0%, 0) • Aged 1-4 (4%, 52) • Aged 5-9 (3%, 28) • Aged 10-15 (6%, 44) £20k-£30k 15% FT (47%, 96) Retired (29%, 137) £30-£40k 14% £40k-£50k 13% £50k+ 20% PT (14%, 82) 50 100 150 Base: Relaxed Habituals (362 unwtd, 0.79 wtd) Source: TGI Jan – Dec 07

  30. Relaxed HabitualsKey Themes Home Loving I like spending a lot of my free time at home (78%, 124) I get a good deal of pleasure from my garden (72%, 121) Moral & Judgemental It’s import to do your duty than to live for enjoyment (39%, 139) Disagree – I don't judge other people on way choose live life (9%, 124) Traditional & Patriotic A woman's place is in the home (7%, 120) I buy goods produced in own country whenever I can (56%, 130) Prefer Routine I like to follow a well organised routine (64%, 124) Premium / Quality I go for premium rather than standard goods/ services (32%, 125) I enjoy good quality things (90%, 119) Seek Reassurance I feel reassured using prods recommended by an expert (41%, 128) I ask people advice before buying new things (53%, 123) Ethical It’s important that a company acts ethically (74%, 115) I have not bought prods from company I disapprove of (44%, 115) Base: Relaxed Habituals (362 unwtd, 0.79 wtd) Source: TGI Jan – Dec 07

  31. Relaxed HabitualsHoliday Attitudes Base: Relaxed Habituals (362 unwtd, 0.79 wtd) Source: TGI Jan – Dec 07

  32. Relaxed HabitualsHoliday Behaviour Sources of Info* Accommodation* Average number of holidays abroad 1.79 holidays a year (av.=1.76) • Three Or More (20%, 109) • Two (39%, 99) • One (41%, 97) Low average cost of last holiday £1,262* (av.= £1,353) • Less than £750 (40%, 109)* • £750 - £ 1750 (31%, 101)* • £1750+ (27%, 88)* The Internet (40%, 94) Been There Before (27%, 190) Family/ Friends (16%, 91) Travel Agent shop (14%, 67) Tour Op./Travel Co. (13%, 106) Brochures (6%, 67) Accommodation Provider (2%, 126) An Advertisement (1%, 124) Rent Villa/Flat/Cottage/Chalet (20%, 150) Hotel (Full/Half Board) (17%, 121) Friends/ Relations (17%, 100) Hotel (B&B) (14%, 89) Hotel (Room Only) (10%, 78) Holiday Home/Time Share (8%, 190) Hotel (All Inclusive) (5%, 46) Guest House/B&B (5%, 178) Caravan (2%, 112) Top Destinations* Booking Method* Type of Holiday* Turkey (11.3%, 117) France (5.8%, 137) Australia/ New Zealand (5.8%, 124) West Indies/Caribbean (5.2%, 80) Elsewhere In Africa (4.9%, 105) USA California & The West (1.6%, 64) Florida (9.2%, 128) Elsewhere in USA (13.4%, 131) Own Travel/Acc. Arrangements (53%, 127) Travel Agent - Flight Only (13%, 110) Tour Operator - Package (12%, 87) Travel Agent - Flight & Acc. (12%, 107) Travel Agent - Package (11%, 56) Tour Operator - Flight Only (3%, 58) Beach/ Resort (39%, 117) City/Short Break (16%, 114) Disney World (Florida) (5%, 93) Lakes & Mountains (4%, 99) Multi- Country (4%, 128) Safari (2%, 158) Cruise (2%, 48) Skiing (2%, 174) Coach Tour (2%, 95) Spas/ Health Spas (1%, 189) Base: Relaxed Habituals (362 unwtd, 0.79 wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

  33. Seasoned GlobetrottersDemographics Older age bias (55+) Mean Age = 49.1 years (av.=45.9) Age vs. Income Even Male/Female Split Female (52%, 103) Male (48%, 97) Base% Index 10% 18-24 17% 25-34 22% 35-44 19% 45-54 AB & DE Bias Social Grade 17% 55-64 Married DE (17%, 134) 14% 65+ AB (39%, 107) D/W/S (12%, 90) Married (74%, 107) 50 100 150 C2 (13%, 76) Below average wealth Mean hhld income = £30,905 (av.=£35,164) Single (14%, 81) C1 (31%, 92) Base% Index 0-£10k 8% Retired & PT Work Status Less likely to have kids £10k-£20k 16% N/W (11%, 80) • Child in HH (15%, 61) • Aged 0-1 (0%, 29) • Aged 1-4 (6%, 71) • Aged 5-9 (7%, 80) • Aged 10-15 (6%, 44) £20k-£30k 15% FT (40%, 81) Retired (27%, 130) £30-£40k 14% £40k-£50k 13% £50k+ 20% PT (22%, 136) 50 100 150 Base: Seasoned Globetrotters (379 unwtd, 0.71m wtd) Source: TGI Jan – Dec 07

  34. Seasoned GlobetrottersKey Themes Budget conscious I look for lowest possible prices when I go shopping (50%, 146) When doing h/h shopping I budget for every penny (22%, 128) Value Seeking Disagree - I have expensive tastes (79%, 225) Disagree - I go for premium rather than standard goods/ services (69%, 207) Function before style Disagree - It's import to me to look well dressed (19%, 179) I buy clothes for comfort not for style (55%, 137) Independent / Autonomous Disagree - I prefer to work as part of team than work alone (21%, 147) Disagree - It's import my family thinks I'm doing well (28%, 127) Balanced Job security more import than money (48%, 116) How I spend my time is more import than money I make (75%, 111) Cultured I am interested in other cultures (73%, 126) I like to be surrounded by different lifestyles (63%, 118) Ethical I buy fair trade prods when available (44%, 116) It’s important that a company acts ethically (73%, 113) Base: Seasoned Globetrotters (379 unwtd, 0.71m wtd) Source: TGI Jan – Dec 07

  35. Seasoned GlobetrottersHoliday Attitudes Base: Seasoned Globetrotters (379 unwtd, 0.71m wtd) Source: TGI Jan – Dec 07

  36. Seasoned Globetrotters Holiday Behaviour Sources of Info* Accommodation* Above average number of holidays abroad 1.82 holidays a year (av.=1.76) • Three Or More (23%, 125) • Two (36%, 92) • One (41%, 96) Slightly below average cost of last holiday £1,327* (av.= £1,353) • Less than £750 (40%, 111)* • £750 - £ 1750 (28%, 92)* • £1750+ (30%, 97)* The Internet (41%, 95) Travel Agent shop (19%, 89) Family/ Friends (16%, 89) Tour Op./Travel Co. (13%, 113) Been There Before (11%, 79) Brochures (8%, 93) Accommodation Provider (2%, 140) An Advertisement (1%, 138) Friends/ Relations (19%, 114) Hotel (Full/Half Board) (16%, 118) Hotel (B&B) (15%, 93) Rent Villa/Flat/Cottage/Chalet (14%, 107) Hotel (All Inclusive) (12%, 105) Hotel (Room Only) (9%, 71) Guest House/B&B (3%, 87) Holiday Home/Time Share (2%, 52) Tent (2%, 165) Top Destinations* Booking Method* Type of Holiday* Australia/ New Zealand (10%, 212) Elsewhere In Africa (7.6%, 161) Canada (6.5%, 161) Egypt (6.3%, 102) Australia (6.3%, 195) USA California & The West (3%, 116) Florida (5.1%, 70) Elsewhere in USA (11.1%, 108) Own Travel/Acc. Arrangements (45%, 107) Travel Agent - Package (15%, 74) Tour Operator - Package (15%, 105) Travel Agent - Flight & Acc. (14%, 120) Travel Agent - Flight Only (13%, 110) Tour Operator - Flight Only (5%, 102) Travel Agent - Acc. Only (3%, 97) Beach/ Resort (27%, 82) City/Short Break (14%, 101) Cruise (6%, 150) Coach Tour (4%, 251) Disney World (Florida) (4%, 70) Multi- Country (3%, 122) Lakes & Mountains (3%, 78) Safari (3%, 214) Skiing (2%, 154) Boating Holiday (1%, 202) Base: Seasoned Globetrotters (379 unwtd, 0.71m wtd) Source: TGI Jan – Dec 07 * Figures above based on last holiday

  37. Summary with priorities Cultured Explorers Frequent, savvy travellers, premium tastes CORE Frequent, cautious travellers, premium tastes Silver Voyagers Premium Families Family-driven – low frequency but high spend Aspirational Adventurers Unadventurous, medium frequency Relaxed Habituals Very habitual, premium taste but low frequency Seasoned Globe Trotters Frequent & adventurous, but budget conscious Disillusioned Homebodies Unadventurous, low frequency Holiday Escapists Very habitual, low spend & frequency

  38. Media Habits

  39. Media attitudesCultured Explorers “I expect advertising to be entertaining” Newspaper supplements are really worth having I think people rely too much on TV for relaxation I rely on newspapers to keep me informed Growth in stations is diluting the quality of TV I think a lot of TV advertising is devious Direct mail can change opinion of company/brand Always choose my name not included mailing list Listen to radio more intently when news on I’m a regular cinema go-er I listen to the radio everyday I enjoy seeing films at cinema more than on TV Rarely notice whether an event is sponsored or not Am influenced by comment/reviews online by users Often refer to internet before making a purchase When need information 1st place look is internet I often notice adverts on taxis Well designed poster site improves urban landscape

  40. Media consumptionCultured Explorers NATIONAL PRESS (Index rank) MAGAZINES (Index rank) Financial Times The Guardian The Independent Ind. On Sunday The Times Sunday Times Vanity Fair Holiday Which? Time Out Heritage Today GQ Red Likely to be Light or Non- commercial radio listeners - Heavy/medium BBC radio RADIO PRESS Online activities include:business info, using VOIP, gambling, share prices ONLINE Outdoor seen in last week: Underground; inside taxis; at airport; at train stations SPECIALLY CHOOSE TO WATCH I DON’T WATCH IT OUTDOOR Grey’s Anatomy Newsnight C4 News Panorama South Bank Show Peep Show Sky Sports Cricket Foyles War Homes from Hell Soap Awards Charlotte Church Kingdom Coronation St TV Favourite film genres: Documentary, foreign language, thrillers, Sci Fi CINEMA

  41. Media attitudesSilver Voyagers “Advertising helps me choose what I buy” I am a TV addict I would not change the newspaper I read Growth in stations is diluting the quality of TV Newspaper supplements are really worth having Like idea having large selection TV channels I rely on newspapers to keep me informed I read a newspaper most days I often go in for competitions in newspapers and mags I listen to radio mainly for companionship Listen to radio more intently when news on When in the car I always listen to the radio I listen to the radio everyday Sponsoring Olympics gives companies a better image I often notice adverts on the radio I often notice adverts on taxis Often refer to internet before making a purchase When need information 1st place look is internet

  42. Media consumptionSilver Voyagers NATIONAL PRESS (Index rank) MAGAZINES (Index rank) Financial Times Daily Express Daily Telegraph Sunday Telegraph Daily Mail Mail on Sunday Sunday Times Delicious Waitrose Food Grazia Saga magazine Good H’keeping Likely to be Medium/ Light commercial radio listeners - Heavy/ medium BBC RADIO PRESS Online activities include:researching holidays, newspaper sites, share prices, weather forecasts ONLINE Outdoor seen in last week: Ads at airport; washroom panels; Underground;train stations SPECIALLY CHOOSE TO WATCH I DON’T WATCH IT OUTDOOR Trinny & Susannah Kingdom Foyles War House Grey’s Anatomy Gordon Ramsey F Sky Sports Cricket Soap Awards Charlotte Church Homes from Hell Peep Show The Simpsons Big Brother TV Favourite film genres: Action adventure, war films, Rom Com, thrillers CINEMA

  43. Holiday Behaviour

  44. Holiday attitudes Red = greater 120 Blue= less than 80

  45. Sources of information

  46. Sources of information by segment Red = greater 120 Blue= less than 80

  47. Advanced booking 53% book in 3 months

  48. Advanced booking by segment Red = greater 110 Blue= less than 90

  49. How holiday was booked

  50. How holiday was booked by segment Red = greater 120 Blue= less than 80

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