European destinations for US travellers

Case study

The context

As part of its expansion in to the US, a UK tour operator wanted to promote high-end European travel experiences to American travellers. A deeper understanding of the audience and proposition perceptions was needed to do this successfully.

What we did

A market segmentation of the high-end, international leisure travel market, among potential and existing customers. The survey was informed by an initial round of qualitative research across different American cities.

How it helped

Four distinct segments were uncovered, each sized and prioritised according to intent to use and needs for tailor-made travel services. Positioning strategies were created for individual segments to help guide new concept development and marketing outreach.

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