Segmentation Model and Visitor Profiles
in: Knowledge base
Travel is more than just moving from one place to another; it is an experience that can enrich lives and transform destinations. In the world of tourism, everything revolves around understanding the traveler, and this is where segmentation plays a crucial role. NBTC has adopted the Glocalities segmentation model, a model based on the values and lifestyles of five different types of visitors.
What is segmentation?
Segmentation is the process of dividing a broad target audience into specific, homogeneous groups based on shared characteristics, values, and needs. It enables us to understand travelers on a deeper level, uncover their motivations, and personalize the travel experience.
In tourism, segmentation is invaluable. It allows destinations and organizations to adapt to the expectations of various types of visitors and meet their uniqueneeds. A thorough understanding of travelers not only enables a personalized approach but also helps promote sustainable growth in the sector.
The Glocalities model
NBTC uses the Glocalities model, which is based on the values and lifestyles of five different visitor types. This model identifies five visitor groups for the destination of the Netherlands: the Creatives, Challengers, Achievers, Conservatives, and Socializers. Based on these segments, we have created visitor profiles: Sophie, Alex, Ben, Kim, and Monica — the new personas of NBTC. These personas assist with segmentation and provide insights into the desires and needs of visitors to the Netherlands.
So, whether you represent an accommodation, cultural institution, attraction, or destination, our knowledge documents will offer insights that help you better understand the travelers of today and tomorrow. Together, we aim for the sustainable development of the Netherlands as a beloved, valuable, and livabledestination. Explore these pages and discover how segmentation can be the key to achieving this goal.
The personas
Below you can find more information about the personas Sophie, Alex, Ben, Kim, and Monica.
Sophie
Sophie can be described as an open-minded global citizen. She is open to different cultures and different gender roles. Equality is something Sophie values and strives for. For Sophie, career and money are less important. She prefers new experiences that enrich her life.
Alex
Alex is an ambitious person. She is determined and focused on her goals, aiming for success and often willing to work hard to achieve her ambitions. In this introduction, you get a brief overview of what truly characterizes Alex as an Achiever.
Ben
Ben is a family man and a proud grandfather, as well as a hard worker. He values tradition, stability, and a familiar environment. Ben is also active in the local community and enjoys contributing to it on a voluntary basis.
Kim
Kim can be described as a true people person. She thrives in social situations and lets her personality shine. Kim values building social connections and is actively involved in the community.
Monica
Monica is a powerful woman with a strong character. She is adventurous, dynamic, and loves action. Monica stands out for her determination to take on challenges and seek new experiences.
Download
If you are looking to download all five passports at once, they are available in a .zip file.
Download all passports (.zip)More information / contact
Do you have questions about the segmentation model or how you could apply this to the marketing of your destination? Please contact Michael Siebers.