2. Segments
KNOW
W
HERE KNOW
HOW
DON’T
KNOW
HOW
DON’TKNOWW
HERE
Family:
2-5 traveller
1-2 organizer
several schedules
low flexibility
constraint budget
College-Group:
4-10 traveller
2-4 organizer
same schedule
low flexibility
limited budget
Adventurer(s)
1-4 travellers
1(-2) organizer
different schedules
medium flexibility
inconsistent
budget
Whenevers:
1-4 travellers
1 organizer
different schedules
high flexibility
hardly limited
budget
reqular Traveller
affected by offers
last-minute
repetitive vacationing
early planning
By plane
By train
By car
3. Who are they
FamilyCollege Group
This segment consists of young people
between 17 and 25. Their schedule allows
them to travel in specific times. Those are
Winter and Summer Break, Spring and
Thanksgiving Break. For this group it is
really important to have at least 2 to 3 plan-
ners, who take control and realize the trip.
It depends on those to gather a group and
keep them updated, in order to make a trip
happen.
Based on their budget, they usually travel
within a small radius.
A large focus lies on the experience as a
group.
Within a family it is usually the father or the
mother that mainly does the research and the
planning. Families need to combine several
schedules, with the main determinators being
the children’s school schedules. The focus
lies rather on the time spent together with the
family than on the final destination. Vacations
are great chances to stregthen family bonds.
At the same time, destinations should offer a
variety of activity to please the different fami-
ly members and prevent conflicts. A vacation
should contain chances for great memories
to made and afterwards to be told to friends
and other family.
4. Whenevers are very spontanious and thereof
indeterminable in their vacation times. They
are very likely to make use of last-minutes
deal, without learning or even knowing much
about the destination place. They don’t re-
quire a planner, as the travelling group is
small and the vacation is not planned ahead
of time. It is the tingling of experiencing the
unknown that drives this group. Their trav-
elling behavior is a reflection of their daily,
constantly looking to experience new food,
subcultures, events and social connections.
WheneversAdventurers
Adventurers are people between 24 and
36, coming together to experience new
places and cultures. Trips are mostly
planned ahead of time to coordinate differ-
ent schedules and find supporting deals.
Adventurers don’t travel frequently but
regularly. Great focus lies on specific vaca-
tions and the trip is planned in tiniest de-
tail before started. Related Lonely planet
books are purchased and evaluated.
5. Recommendations
1. If you are planning to increase the amount of cars rented for travelling, you should mainly focus on college groups, as they have a limited budget
and they seek for cheap holidays at close places. This segment is followed by Whenevers, because they are firstly flexibel timewise and also spon-
tanious towards all kinds of free time activities.Closely followed by families, for whom it is usually the cheapest and also the least stressful way to
reach their destination. The least likely are Adventourers, becaues those mostly look for extraordinary places that require a flight.
2. Airline: If you want to react on a decrease on long distance flights to vacation places, I would recommend to highly focus on Adventurers, be-
cause they have an unlimited budget, travel in small groups and are enthusiastic to experience new places. The Whenever segment follows,
because they also have a hight budget and they are willing to go over long distances, as long as the whole package requires a low amount of
self-planning. Lastly I would recommend to put some focus on families, because they might have the required budget and plan ahead early. I would
ignore College groups, because their budget is too small.
3. If you plan to promote Last-Minute Deals, I would recommend to focus on Whenevers, because they are flexible in their budget and their sched-
ule. They are also flexible in where they go and how they get there. They are followed by Adventurers, as seek they seek to expore new places.
They tend to look for offers, as their budget is inconsistent. I would not recommend to focus on families or college groups, because their schedules
usually don’t allow spontaneity.
