It's time for a new understanding of Queensland's domestic holiday market to help guide our industry in new directions.
Another way of seeing our consumers is by understanding their needs and wants, not just looking at age and income.
By dividing the market into six segments based on their needs and wants, we can discover valuable insights into consumers’ emotional connection to what they expect from a holiday.
This groundbreaking way of looking at the domestic tourism market in these segments is the new benchmark for understanding our consumers in more depth.
Who are the Segments?
This new, in-depth information is an opportunity to refocus your understanding of the market and concentrate on the segments that represent your place in our industry.
It can help us decide who we want to attract, the types of production and services we can offer and how we sell it.
It will help every part of the Queensland industry, including Tourism and Events Queensland, meet the needs of holidaymakers.