From Passion to Action: Segmentation Fuels Tourism Success

By Andy Willard

As we welcome the new year, it’s natural to focus on future opportunities. But it’s equally valuable to reflect on the fresh and exciting initiatives we accomplished in 2024.

One standout project for me last year was a study that provided a groundbreaking perspective for a U.S. destination marketing organization (DMO). Tasked with identifying new opportunity markets, we went beyond traditional travel research to explore the personal passions, motivations, and lifestyle-driven activities that inspire visitation. This wasn’t just about understanding who travels—it was about uncovering why they travel and what experiences truly resonate with them.

The process was both rewarding and rigorous. By combining a tailored research framework with advanced analytical techniques, we identified seven distinct travel motivations, including six untapped segments that offered exciting potential for the client. These insights equipped the DMO with a fresh perspective to enhance their messaging, connect with new audiences, and drive future growth. This project exemplified how deeply understanding your prospective market can lead to research that doesn’t just inform but inspires.

Case Study: Identifying Opportunity Traveler Segments

A leading, globally-recognized U.S. destination marketing organization (DMO) sought to uncover untapped visitor segments based on personal passions and lifestyle-driven activities unique to the market – going beyond traditional travel behavior analysis.

Approach

W5 developed a tailored research methodology designed to move beyond conventional market segmentation, focusing on the passions, activities, and motivations of travelers.

The process began with a brief incidence survey to assess the relative prevalence of nearly 50 activities and areas of interest. This was followed by a strategic survey that delved into travelers’ underlying motivations, aspirations, and expectations.

Using advanced analytical techniques such as MaxDiff analysis, factor analysis, clustering, and System 1 and System 2 descriptive statistics, W5 refined the extensive list into seven distinct travel motivations, forming the foundation of a comprehensive segmentation model.

Results

While one traveler segment aligned with the client’s existing knowledge, W5 uncovered six additional opportunity segments, offering fresh and actionable insights into new potential visitor markets.

These findings provided the DMO with a revitalized perspective on the marketplace, guiding brand positioning, consumer advertising, and messaging strategies. Armed with this data, the client is well-positioned to grow visitation and drive future success.

Interested in understanding how W5’s segmentation research can drive growth for your brand? Reach out!