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Understanding our Consumers - TQ domestic market segmentation

- Active Explorers - Stylish Travellers - Self Discoverers - Unwinders - Connectors - Social Fun-seekers

Social Fun-seekers


Social Fun-seekers make up 25 percent of the domestic holiday market. It's the second-largest segment, with 3.75 million Australians. Social Fun-seekers look for lots of activity and plenty of people to share the fun with. They're always seeking new destinations, and will often look overseas. Video - Social Fun-seekers Fact Sheet - Social Fun-seekers Social Fun-seekers: 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 • happy to save on accommodation so have 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, 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 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 • like to find a new holiday destination every year

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