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Understanding our Consumers - TEQ domestic market segmentation

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

Unwinders


The segment known as Unwinders makes up 15 percent of the domestic holiday market - or about 2.25 million Australians. Unwinders don't like to travel too far. Holidays are about catching their breath, feeling calm and peaceful, and gaining perspective. Video - Unwinders Fact Sheet - Unwinders Unwinders: what they look for in an ideal holiday Accommodation • luxury resort or hotel-style • or clean and comfortable accommodation with cooking facilities • will save on accommodation to allow more holiday spending Getting around • prefer to fly • more likely than all other segments to holiday at a single destination Dining • seek to escape the daily grind of cooking • unlikely to dine out every night • favour casual dining experiences with fresh, quality produce Social interaction • happy to mix in passing, but don't seek out social interaction • may travel with a companion or family group Holiday patterns • open to building holidays around visits to family and friends • tend to take shorter breaks, but don't often go away for weekends • financial commitments influence holiday choices

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