In order to grow across sixteen different markets, the client wanted to gain a deep and systematic understanding of the needs and characteristics of its target users to improve the efficiency of its marketing and provide input for new product development and partnerships.
The objective of the study was identifying, quantifying and profiling the client’s target audience, by developing a custom segmentation model and mapping cross-national tourism across multiple destinations in Europe.

• Quantitative research: by means of an online survey
• Data Integration: results of the online survey enriched with Glocalities data 
• Custom Segmentation Model: We built a custom segmentation model based on the research study

The study started with the online questionnaire, to get insights into consumers in the different markets and inputs for the development of the custom segmentation model. The actual fieldwork took place in 16 countries in Europe, Asia, Norther and Southern America and Australia. Around 4,000 of the people in this study had also participated in the third Glocalities study in 2018. This made it possible to link obtained travel-related insights to lifestyle and media and other variables of the Glocalities database. 

When building the segmentation model, we prioritized the travel segments based on their size, spending power and expenditure share. Also, their attitudes towards the client’s company and traveling in general were taken into account.