Connectors

Connectors is by far the largest segment. It makes up 32 percent of the domestic holiday market, that’s 4.8 million consumers.

For Connectors, holidays are about bonding with family and friends.

This segment is the most likely to holiday in their home state and drive to their destination.

Video - Connectors

*New* Fact Sheet – Connectors September 2012

Fact Sheet - Connectors

Connectors case study one: a tourism operator’s perspective

Connectors case study two: a tourism operator’s perspective

Connectors:
what they look for in an ideal holiday

Accommodation
• standard hotel room, self-contained house, apartment or holiday unit
• must be clean, comfortable, child-friendly with cooking facilities
• the latest technological conveniences and day spas are not so important
• a commitment to environmental protection is valued

Getting around
• more likely than other segments to drive to their destination
• consider the journey part of the experience
• not averse to flying

Dining
• is about getting family/friends together to enjoy good food
• taking a break and having someone else cook is more important than the venue

Social interaction
• may travel with their partner only
• more likely to travel with family
• segment most likely to travel with family
• happy to mix with others in passing

Holiday patterns
• holidays are built around family and friends
• weekends away are rare, but couples look for a short break at least once a year without the kids

Factsheet - Understanding the Connector market
Factsheet - Understanding how Townsville fits with Connectors' ideal domestic holiday
Factsheet - Understanding how Mackay fits with Connectors' ideal domestic holiday
Factsheet - Understanding how Central Queensland and the Southern Great Barrier Reef fits with Connectors' ideal domestic holiday
Factsheet - Understanding how Fraser Coast fits with Connectors' ideal domestic holiday
Factsheet - Understanding how Queensland's Outback fits with Connectors' ideal domestic holiday
Factsheet - Understanding how South East Queensland Country fits with Connectors' ideal domestic holiday