2017 segmentation cross country summary · cross country summary 11/09/2017 research conducted by...

Finpro segmentationCross country summary

11/09/2017 Research conducted by Nepa

07/12/2017 2FirstnameLastname

Agenda

• Projectbackgroundandsegmentformation• Whichsegmentstofocuson

ü Sizeandvalueü Currentimageü Desiredimage

• Indepthunderstandingofsegments

Projectbackgroundandsegmentformation

• VisitFinlandhashadasegmentationsince 2012.Itisbasedonvaluesandattitudes.

• VisitFinlandgoalshavechangedtobemoretactical.Oldsegmentationmodeldoesnotsupportmarketingcampaignsasgoodasitusedto.

• MaincountriesofinterestareChina,Japan,UKandGermany

• Howtocreateasegmentationthatsupportsmarketingcampaignsandtacticalgoals?

• Howtogetlocalinputforsegmentationandtraveltrendsfromlocalpartnersineachcountry?

• Howtomeasurewhatarethemainmotivesanddriverstotravel?

• Whataretheinsightsanddataneededinthenewsegmentation?

Situation

Mainquestions

Howtosegmentmarketstosupportmainbusinessgoals

andmarketingcampaigns

Projectbackground

5

Situationbasedsegmentationwillanswerthefollowing…• What shouldwecommunicate(Content)?

• Towhom shouldwecommunicate(Targetgroups)?

• Where shouldwecommunicate(Channelchoice)?

• When shouldwecommunicate(Timingfortravelanddecision)?

Method

Countries: UK (London and Manchester area), Germany (Berlin, Bavaria and Nordhein-Westfalen area), Japan (Tokyo and Osaka area), China (nat. rep.) – notice: country specific results are presented in separate reports

Collection Method: Online interviews

Population: Consumers who have made a leisure trip to Europe last 12 month or who are planning to make a leisure trip the next 12 months

Field Period: Summer 2017

Base UK 1005Germany 1000Japan 1005China 1045

Withriskofbeingcheesy…

Thinkglobally,

actlocally

Unifiedreasonsinfocus

Localadaptionofcommunication

Focus1

Focus2

Whichsegmentstofocuson

Whichsegmentsshouldwefocuson?

Size/Value:Isthesituationlargeenough?

Currentimage:Wherearewestrongtoday?

Desiredimage:Whatdowewanttoachieve?

2

3

1

Analysisconductedintheprocessofformattingthesegmentationsolutionincludedthefollowing

12

Theprocessofthesegmentationsolution

üFrequencyanalysisüCountrydifferenciesüCorrelationanalysisüFactoranalysisüMDS(multidimensionalscaling)üOverlapcalculationsüDriversanalysis(maxdiff)

Basedontheseanalysiswehaveestimatedtheoptimalsolution

forthesegmentation

Overviewofsituationalsegmentsandmostrelevantinterests

13

Basedonanalysissixmainsegmentswereidentified

Historicattractions

Mostrelevantinterests

Shopping

Culinaryexperiences

Hiking

Wildanimals

Extremesports(e.g.bungeejumping)

Crosscountryskiing

Experiencingwinter

Localevents

Sauna

Museumsdisplayinglocalart

Localculinaryexperiences

Germanyspecific

UKspecific

UKspecific

UKspecific

Chinaspecific

CityBreaker NatureExplorer AuthenticLifestyleSeeker ComfortSeeker

ActivityEnthusiast

NatureWonderHunter

Mainsegments

February2016

14

Similargroupsdiscoveredinpreviousstudy

Stop-overFinlandconsumerresearchforAsiantravellers

Genderdistributionquiteeven,olderagedistribution.Doesmoreweekendtripsthanothersegments.

ImportantwhentravellingSafety,butalsohistoryandbuildings/sightsdrivetravellingforsegment.

Topinterestsinclude• Historicattractions• Culturalplacesand

designdistricts• Culinaryexperiences

Introductiontosegments

Morementhanwomen,consumersfromallagegroups.

ImportantwhentravellingSafetyaswellaspeacefulnessandquietnessofthedestination.

Topinterestsinclude• Naturalparksand

forests• Northernlights• Enjoyingsurrounding

nature

InUKandGermanymorefemalethanmale,inChinaandJapanmoremalethanfemale.Olderthanothersegments.

Bothmaleandfemale,youngsegment.Travelsmorewithfamilythanothersegments.

ImportantwhentravellingMostimportantdriversfortravellingaredestinationbeingsafeandsecure,alsopeacefulnessvalued.Foodisalsoanimportantaspect.

Topinterestsinclude• Experiencingwinter• Skiing• Hiking

Somewhatoldersegment,genderdistributiondependentoncountry.

ImportantwhentravellingAuthenticLifestyleSeekersvalueanopportunitytogettoknowanewcultureorwayoflife.Culinarycultureandsafetyalsoimportant.

Topinterestsinclude• Experiencinglocal

lifestyle• Museumsdisplaying

localculture• Localevents

Youngersegment,moremalethanfemaletravellers.

ImportantwhentravellingSafetyandculinaryexperiences.Alsoimportantthatthedestinationisgenuineandidyllic.

Topinterestsinclude• Specialaccommodation• Husky/reindeerride• Wellbeingtreatment

CityBreaker NatureExplorerAuthentic

LifestyleSeeker ComfortSeekerActivityEnthusiast

NatureWonderHunter

ImportantwhentravellingSafetyandpeacefulness.ForChineseandJapanesethedestinationneedstobealsoexotic.

Topinterestsinclude• Northernlights• Naturalparksandforests• Midnightsunandwhite

nights

InallcountrieslargestsegmentsCityBreakerandAuthenticLifestyleSeeker

UK 22% 17% 12% 12% 23% 15%

Germany 23% 17% 12% 15% 23% 9%

Japan 22% 14% 8% 18% 20% 18%

China 21% 16% 10% 10% 21% 22%

Average 22% 16% 12% 14% 22% 16%

CityBreaker NatureExplorer

AuthenticLifestyleSeeker

ComfortSeeker

ActivityEnthusiast

NatureWonderHunter

AllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months

1

Segmentsize

Largestsegmentshavealsothehighestvalueshare

UK 21% 18% 12% 12% 22% 15%

Germany 21% 17% 13% 16% 23% 9%

Japan 23% 14% 9% 17% 19% 17%

China 21% 15% 9% 11% 22% 22%

Average 22% 16% 11% 14% 22% 16%



ComfortSeeker

ActivityEnthusiast

NatureWonderHunter

Valueshare

Valuesharecalculatedassegment’sshareofallrespondents’totalspendAllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months

1





2

3

1

City- andlifestyletraversarethetwolargestsegments,togethertheyrepresentmorethan40%ofalltravelmotives

UK 22% 17% 12% 12% 23% 15%

Germany 23% 17% 12% 15% 23% 9%

Japan 22% 14% 8% 18% 20% 18%

China 21% 16% 10% 10% 21% 22%

Average 22% 16% 12% 14% 22% 16%



ComfortSeeker

ActivityEnthusiast

NatureWonderHunter

1

Segmentsizes


TheconsiderationforFinlandisthehighestamongActivity-,Nature-,andComfortSeekersandamongNatureWonderHunters

Q:Which ofthefollowingcountriescouldyouconsidertovisit?UK/Germany:Finland,Norway,Denmark,SwedenJapan/China:Finland,Norway,Denmark,Sweden,France,Spain,Italy,Switzerland

UK 44% 45% 53% 52% 45% 53% 49%

Germany 32% 31% 26% 41% 32% 38% 33%

Japan 11% 30% 27% 28% 13% 22% 22%

China 26% 29% 34% 41% 26% 26% 30%

Average 28% 34% 35% 41% 29% 35% 34%



ComfortSeeker

ActivityEnthusiast

NatureWonderHunter

Total

2

ConsiderationFinland


Finlandismainlyassociatedwithcold,snow,lakes,northernlightsandwithabeautifulnatureingeneral

Q:WhatisthefirstthingyouthinkaboutwhenyouthinkaboutFinland?

2

SpontaneousassociationswithFinland


NorthernlightsandnatureexperiencesaretopactivitiesassociatedwiththeimageofFinlandinallcountries

2%3%3%4%4%4%5%6%6%6%

7%8%8%8%9%

12%12%12%14%

15%15%16%

18%18%18%18%19%

26%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Average

Q:Pleaseselectthe3activitiesthatbestcorrespondstoyourimageofFinland?(Chinaexcludedfromfamousattractions,outlier)

ActivitiesassociatedwithFinland

2


ComparedtoothertraveldestinationsFinlandstandsoutwhenitcomestoNorthernLightsandNatureaswellasWinterexperiencesingeneral

2%3%3%4%4%4%5%6%6%6%

7%8%8%

12%12%12%14%

15%15%16%

18%18%18%18%19%

26%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Average

Q:Pleaseselectthe3activitiesthatbestcorrespondstoyourimageofFinland?(Chinaexcludedfromfamousattractions,outlier)

ActivitiesassociatedwithFinland- Pointsofdifference(POD)vsothercountriesPOD

Finland

2


ThisuniquenessgivesFinlandthepossibilitytowinwithinseveralsegmentsinterestedindifferenttypesofnatureexperiences

ExperiencingNorthern lights

ExperiencingLocalnature

ExperiencingNaturalForest

ExperiencingLakes

ExperiencingWinter



ComfortSeeker

ActivityEnthusiast

NatureWonderHunter

Total

InterestinPointsofdifference(POD)FinlandperSegmentHighinterestin

segmentLowinterestin

segment

2


PointsofdifferenceforFinland

NatureWonderHunters,NatureExplorersandActivityEnthusiastsarerelevantonagloballevelduetoFinlandbeingastrongtraveldestination.

Well-beingrelevantonEuropeanlevel.However,well-beingisprobablydifficulttodriveinAsiaduetothelongdistance.

CityBreakerandAuthenticLifestyleSeekerarelargeandattractivesegments.However,thecompetitionfromothermarketsistoughandit’sdifficultforFinlandtostandout.

Mainsegments- focusongloballevel

• NatureWonderHunter• NatureExplorers• ActivityEnthusiasts

Additionalsegments- considertoincludeonEuropeanlevel

• Wellbeingtravellers

Secondarysegments- useincombinationwithprimarymotives

• CityBreakers• AuthenticLifestyleSeekers

ThreesegmentsarerecommendedasmainmotivesforFinlandtotargetconsideringsizeandpossibilityforFinlandtowin

Rational Focusareas





2

3

1

Summer/Winterpreferencewasmeasuredtroughintroducingbothholidayexperiences

Summerholidayexperience Winterholidayexperience

3

77%

57%60%

86%

73%

82%

62%

85%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

UK Germany Japan China

Winter Summer

ThereisagreatpotentialforFinlandalsoasasummerdestinationwhenthistypeofexperienceiscommunicated

3


Q:Howinterestedwouldyoubeinmakingthefollowingtypeoftrip?

Veryinterested(sum5-7)

Case:Manyofthetopinterestsaresummeroriented(top5interests)

83%

41%

35%

31%

26%

0% 50% 100%

Visitinghistoricattractions

Culinaryexperiences

Visitinginterestingculturalplacesanddesign

districts

Experiencingthecity

Shopping

CityBreaker NatureExplorer ActivityEnthusiast AuthenticLifestyleSeeker ComfortSeeker

82%

43%

27%

26%

23%

0% 50% 100%

Experiencingnaturalparksandforests

ExperiencingtheNorthernLights

Pickingberriesandmushrooms

Experiencingthearhipelago

Enjoyingthesurroundingnature

37%

27%

24%

18%

17%

0% 50% 100%


Crosscountryskiing

Exp.winterwithwhitesnowandarcticnature

Swimming

Seeingwildanimals

60%

58%

38%

27%

17%

0% 50% 100%

Visitmuseumsregardinglocalculture

Experiencinglocalevents

Experiencingthelocallifestyleinthecountryside

Experiencingthelocallifestyleinthecity

Participatinginalocalcelebration/festival

48%

42%

34%

21%

20%

0% 100%

Gettingawellbeingtreatment

Attendingahuskyorreindeersafari

Stayinginspecialaccommodation

Doingsports


NatureWonderHunter

100%

60%

34%

24%

16%

0% 50% 100%







Notcountryspecificinterests,askedingeneral

Q:Whichofthefollowingexperiences/activitieswouldyoubeinterestedindoing?

Case:Manyofthetopinterestsaresummeroriented(top5interests)

83%

41%

35%

31%

26%

0% 50% 100%

Visitinghistoricattractions

Culinaryexperiences

Visitinginterestingculturalplacesanddesign

districts

Experiencingthecity

Shopping

CityBreaker NatureExplorer ActivityEnthusiast AuthenticLifestyleSeeker ComfortSeeker

82%

43%

27%

26%

23%

0% 50% 100%






37%

27%

24%

18%

17%

0% 50% 100%


Crosscountryskiing

Exp.winterwithwhitesnowandarcticnature

Swimming

Seeingwildanimals

60%

58%

38%

27%

17%

0% 50% 100%

Visitmuseumsregardinglocalculture

Experiencinglocalevents

Experiencingthelocallifestyleinthecountryside

Experiencingthelocallifestyleinthecity

Participatinginalocalcelebration/festival

48%

42%

34%

21%

20%

0% 100%

Gettingawellbeingtreatment

Attendingahuskyorreindeersafari

Stayinginspecialaccommodation

Doingsports


NatureWonderHunter

100%

60%

34%

24%

16%

0% 50% 100%







Q:Whichofthefollowingexperiences/activitieswouldyoubeinterestedindoing?

Notcountryspecificinterests,askedingeneral

Indepthunderstandingofsegments

Withriskofbeingcheesy…

Thinkglobally,

actlocally

Unifiedreasonsinfocus

Localadaptionofcommunication

Focus1

Focus2

Thestructureofcountryspecificpresentations

Marketunderstading Segmentspecific

Segmentsize&value

Interests&Drivers

Potential&PerceptionFinland

Traveldetails

• Bookingchannel

• Bookingtime• Traveltime• Durationofthe

trip• Travel

companion

• Familiarity,considerationandpreferenceFinlandvs.competitors

• LikelihoodofvisitingFinland

• Main/stop-overdestination

• ImageofFinlandvs.competitors

• Mostimportantinterestsamongsegment

• Driverranking(whatisimportantwhentravelling)

• Size• Budget• Valueshare

Scorecards Mediabehaviour

• Gender,age• Share,value,

buget• Media• Travel

companion• Consideration• Booking

behavior• Traveltime• Interests• Drivers

• Weeklyusage• Information• Inspiration

Reportedontotaland

segmentlevel

CountryspecificresultsforUK,Germany,JapanandChinaarepresentedinseparatereports.

2017 segmentation cross country summary · cross country summary 11/09/2017 research conducted by...

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