Social fun-seekers look for lots of activity and plenty of people to share the fun with. The essence of their holiday is having a fun time. While they do a lot of different activities, it’s sharing the experience with friends and other holiday-makers that makes the difference.
They’re always seeking new destinations, and will often look overseas.
What they look for in an ideal holiday:
Accommodation
• Luxury resort or hotel with pool and spa, day spa and health treatments or moderate, clean and comfortable accommodation
• They’re happy to save on accommodation so there’s money to spend on activities
Getting around
• Likely to drive to their holiday destination and consider the journey part of the experience
• Once at their destination, they prefer not to drive much
Dining
• Chance for a break and to have someone else cook
• Seek casual, relaxed social occasions
• Enjoy new or local cuisine
Social interaction
• More likely than other segments to travel with a group of friends
• Will also travel with a partner or family
• Enjoy meeting and mixing with new people
Holiday patterns
• Open to package holidays
• Take annual short but indulgent breaks
• Travel overseas every few years
• They like to find a new holiday destination every year
Click here to download the Social fun-seeker Fact Sheet
For Connectors, holidays are about bonding with family and friends. They see holidays as a chance to connect with the people they care most about. They will often compromise their own preferences in terms of activities to ensure everyone has a good time. It’s about what is real and what’s important. This segment is the most likely to holiday in their home state and drive to their destination.
What they look for in an ideal holiday:
Accommodation
• Standard hotel room, self-contained house, apartment or holiday unit
• Must be clean, comfortable and child-friendly with cooking facilities
• The latest technological conveniences and day spas are not so important
• A commitment to environmental protection is valued
Getting around
• More likely than other segments to drive to their destination
• Consider the journey part of the experience
• Not averse to flying
Dining
• Getting family/friends together to enjoy good food
• Taking a break and having someone else cook is more important than the venue
Social interaction
• May travel with their partner only
• More likely to travel with family
• Segment most likely to travel with family
• Happy to mix with others in passing
Holiday patterns
• Holidays are built around family and friends
• Weekends away are rare, but couples look for a short break at least once a year without the kids
Click here to download the Connectors Fact Sheet
Active Explorers want to be challenged by a holiday and love to explore and take part in adventure activities such as bushwalking, sailing, scuba diving, horseriding and surfing.
For Active Explorers, holidays are all about pushing their own personal boundaries and feeling alive.
What they look for in an ideal holiday:
Accommodation
• not bound to a particular type of accommodation
• segment most open to staying in backpacker hostels, eco-lodge resorts or camping grounds
• may stay with friends and relatives in a luxury hotel/resort or standard motel
• just needs to be clean and comfortable
Getting around
• likely to drive, but will sometimes take a caravan
• may fly, yet prefer to avoid airports
• of all segments, most likely to visit multiple locations during a holiday
• unlikely to go on daytrips
Dining
• not looking for quality dining options
• prefer accessible food - so local pub and club food is fine
• venue isn't so important, the chance to experience different tastes is what it’s all about
Social interaction
• enjoy meeting and mixing with others
• mostly travel with their partners, but travel with family is an option
Holiday patterns
• more likely than other segments to think limited holiday time restricts the distance that can be travelled
• enjoy weekend breaks
• will take the opportunity to build holidays around sporting or other events
Click here to download to Active Explorers Fact Sheet.
Stylish Travellers seek out holidays that reflect their high achievements, and are the segment most likely to travel overseas.
They look for unique and exotic holiday experiences that make them feel discerning, stylish and successful.
What they look for in an ideal holiday:
Accommodation
• luxury accommodation
• rooms must be air-conditioned and well-furnished with large balconies and spectacular views
• accommodation must offer up-to-date technology and excellent service
• ideally, a day spa would be part of the complex
Getting around
• prefer to fly, then hire a car
• open to taking a cruise
Dining
• quality food and wine are integral
• look for new food experiences
• seek out regions famous for food
• look forward to visiting wineries
Social interaction
• more likely than all other segments to travel as part of an adult couple
• may travel with family
Holiday patterns
• flexible work patterns offer plenty of holiday opportunities
• regular weekends away
• holiday overseas at least once every few years
• predisposed to thinking only overseas holidays are 'real holidays'
Click here to download to Stylish Travellers Fact Sheet.
When they holiday, Self Discoverers seek out meaningful experience. It's about journeys of discovery, enrichment of the self, and an improved sense of well-being.
What they look for in an ideal holiday:
Accommodation
• luxury resort, hotel or serviced apartment with pool/spa
• rooms must be air-conditioned with up-to-date technology
• excellent service
• prefer accommodation to have a genuine environmental policy
Getting around
• likely to fly, then hire a car
Dining
• experiencing new tastes and local cuisine is a must
• look for fine dining restaurants and quality cafes
Social interaction
• happy to mix in passing, but don't seek out social interaction
• may travel with a companion or family group
• more open to travelling alone than other segments
Holiday patterns
• flexible work patterns offer plenty of holiday opportunities
• regular overseas travel
Click here to download the Self-Discoverers Fact Sheet.
Unwinders don't like to travel too far. Holidays are about catching their breath, feeling calm and peaceful, and gaining perspective.
What they look for in an ideal holiday:
Accommodation
• luxury resort or hotel-style
• or clean and comfortable accommodation with cooking facilities
• will save on accommodation to allow more holiday spending
Getting around
• prefer to fly
• more likely than all other segments to holiday at a single destination
Dining
• seek to escape the daily grind of cooking
• unlikely to dine out every night
• favour casual dining experiences with fresh, quality produce
Social interaction
• happy to mix in passing, but don't seek out social interaction
• may travel with a companion or family group
Holiday patterns
• open to building holidays around visits to family and friends
• tend to take shorter breaks, but don't often go away for weekends
• financial commitments influence holiday choices
Click here to download the Unwinders Fact Sheet.