Sunday, 17 June 2018

Delving into the importance of high value travellers

Following the successful launch of Queensland's 'Find your perfect next' marketing campaign, TEQ is focusing its marketing efforts on high value travellers to increase Queensland's market share. If you are in the tourism industry you can take advantage of our recently developed profiles to help refine your marketing efforts and ultimately achieve better conversion. The research profiles include geographic and demographic information, top factors for holiday bookings and more.

Who we're talking to - the customer
TEQ targets domestic travellers who will generate a disproportionate share of OVE for Queensland. Those identified as High Value Travellers (HVT’s) engage in domestic leisure travel, spend more than the average traveller on leisure trips, and are aligned to Queensland’s competitive offering, indicating they are interested in having the types of leisure experiences Queensland has to offer.

In international markets, TEQ currently targets Experience Seekers. This segmentation is however currently under review by Tourism Australia (TA) and TEQ with a view to adopting our HVT approach in all TEQ source markets.

No comments:

Post a Comment