Understanding our Consumers - TQ domestic market segmentation

It's time for a new understanding of Queensland's domestic holiday market to help guide our industry in new directions.

Another way of seeing our consumers is by understanding their needs and wants, not just looking at age and income.

By dividing the market into six segments based on their needs and wants, we can discover valuable insights into consumers’ emotional connection to what they expect from a holiday.

This groundbreaking way of looking at the domestic tourism market in these segments is the new benchmark for understanding our consumers in more depth.

Video - Understanding our Consumers introduction

Fact Sheet - Understanding our Consumers

Who are the Segments?

Active Explorers
• Holidays...where they can be challenged and feel alive

Stylish Travellers
• Holidays...where they can stand out from the crowd, and appreciate and enjoy the finer things in life

Self Discoverers
• Holidays...where they can enrich their mind and nourish their body

Unwinders
• Holidays...where they can reflect and recharge at their own pace

Connectors
• Holidays...where they can bond with family and friends

Social Fun-seekers
• Holidays...where they can share good times with friends, new and old

Why segment?

This new, in-depth information is an opportunity to refocus your understanding of the market and concentrate on the segments that represent your place in our industry.

It can help us decide who we want to attract, the types of production and services we can offer and how we sell it.

It will help every part of the Queensland industry, including Tourism Queensland, meet the needs of holidaymakers.