Visit Wales US Consumer Segmentation Research

Descriptions

Visit Wales would like to review market segments in the US and understand how to reach them through a strategic and targeted approach that makes efficient use of limited resourcesThe broad objectives for this piece of work are to provide Visit Wales with:•An in depth understanding of the most valuable segment(s) for targeted marketing including demographic and psychographic profiles.•Clear and practical guidance about how Visit Wales can reach and influence these key segments in terms of geographical focus, product offerings, brand messaging and our unique selling proposition.•Establish a benchmark for demonstrating growth in the US leisure travel market to Wales.A range of information about the segment(s) is required and can be organised into broad headings to include; profile information, holiday types taken (e.g. Europe, Britain, Wales; culture, exploring, independent travel), the specific appeal of Wales / GB and how to reach these groups. This should enable Visit Wales to understand what a typical range of trips to Wales would look like.