YOUNG COUPLES NO CHILDREN
THE BASICS
DEMOGRAPHICS + PSYCHOGRAPHICS
YOUNG COUPLES NO CHILDREN
INTERESTS
AGE RANGE 0
25
45
100
WHERE THEY LIVE
urban dwellers: Sydney, Adelaide, Melbourne + international
INCOME BRACKET Double income, higher level
GEORGIA
$$$
AGE 30 - traveling with partner Daniel (31) GENDER
LIFESTYLE PURSUITS family time, food + wine
with friends, exploring cool places talked about online, traveling – short breaks plus overseas trips, food + wine festivals, bushwalking + cycling
MARITAL STATUS
JOB local government professional INCOME $80,000 ($160,000 double income)
LIFE VALUE work/life balance, career success,
health, experiences
SOCIAL MEDIA
MARITAL STATUS
FAVOURITE MAGS
GENDER
FAVOURITE TV
LIFE DREAMS healthy relationships, fun food/travel
adventures, career success, home ownership, embracing opportunities, starting her own family
TRAVEL PREFERENCES DREAMING
Why North-West Tasmania escape, relax, gourmet food + wine, explore, nature Motivation break from work, digital detox, quality relationship time
JOURNEY EXPERIENCES
PRE TRAVEL
DREAMING
• plan trip • where • cost
• check online recommendations
• find good food + coffee • social media content • tell others about experiences
PLANNING
When short trips over long weekends, 1-2 weeks interstate Who with partner, friends, dog Research Google, Air BnB, blogs, Instagram
POST TRAVEL
PLANNING
PRE TRAVEL
• how long • seasons • events
Gain information word of mouth before + during, social, Google searches BOOKING
Booking direct via website, email or telephone Accommodation self-contained, Air BnB, resorts with great food + wine Access fly into Launceston + Hobart, hire a car to self-drive to regions EXPERIENCE
Experiences outdoor + adventure, wildlife + nature, history + heritage, art + culture, events, food + wine, produce
• so much to do, we must go back BOOKING • loved slower pace • flights/car hire • accommodation • share experience
EMOTIONS + CHALLENGES PLANNING
PRE TRAVEL
BOOKING
• excitement • unsure • hesitant • FOMO
• expectations • how long • where should we stay • how will we get around • what will I wear • can we bring the dog?
• what else can we do when there • how can I find out more • where can we find good coffee • where are the best restaurants • where can we buy Tassie produce • should we book tours?
AFFLUENT FAMILIES WITH SCHOOL AGE CHILDREN
THE BASICS
DEMOGRAPHICS + PSYCHOGRAPHICS
AFFLUENT FAMILIES WITH SCHOOL AGE CHILDREN
INTERESTS
AGE RANGE 0
35
55
100
WHERE THEY LIVE urban centres or
live near major cities of Hobart, Melbourne, Sydney, Brisbane + Adelaide
INCOME BRACKET Double income
$$$$
SARAH
AGE 36 - traveling with Paul (37) + two kids 5 & 7 GENDER
LIFESTYLE PURSUITS active, reading,
coffee/wine with friends, gym/yoga, shopping, gardening
MARITAL STATUS
JOB business development manager LIFE VALUE raising her family,
INCOME $85,000 ($250,000 double income)
healthy lifestyle, simplicity, cherish relationships, experiences
SOCIAL MEDIA
MARITAL STATUS
FAVOURITE MAGS
GENDER
FAVOURITE TV
LIFE DREAMS Career success,
happy healthy family, loving home, enjoy life + travel, have fun
TRAVEL PREFERENCES DREAMING
Why North-West Tasmania adventure + fun, escape, easy to get there, safe + convenient Motivation reconnect with family, events, travel with like-minded families
JOURNEY BOOKING
DREAMING
• family trip • organise kids • Tassie sounds good
• ferry or plane • book tours later
EXPERIENCES
• this is/isn’t family friendly • shopping to cook dinner • I’m sharing this moment with others
PLANNING
When school holidays, weekend Who with husband + kids, extended family, other families Research Google, airline + hire car websites, Air BnB, TripAdvisor, blogs, social BOOKING
Booking direct via major transport provider, business, will call to clarify details Accommodation Self-contained, Air BnB, family friendly hotels + motels, campervans Access Spirit of Tasmania, fly into Launceston + Hobart, bring own car PRE TRAVEL
Gain information word of mouth before + during travel, social, Google searches EXPERIENCE
Experiences outdoor + adventure, interactive wildlife + nature, history + heritage, art + culture, family friendly events
POST TRAVEL
PLANNING
• weather • can we afford it • what do we see + do
• so much to do • we must go back PRE TRAVEL • happy + tired • perfect family trip • call accommodation to • sharing experience with clarify details • pack for kids family + friends
EMOTIONS + CHALLENGES PLANNING
BOOKING
PRE TRAVEL
• anticipation • good weather • anxious • relief for family time
• will it live up to expectations • can we fit everything in • will it be fun • is the accommodation well equipped
• kids’ activities • what’s on? • family friendly dining • planning an itinerary
AFFLUENT OLDER COUPLES NO CHILDREN
THE BASICS
DEMOGRAPHICS + PSYCHOGRAPHICS
AFFLUENT OLDER COUPLES NO CHILDREN
INTERESTS
AGE RANGE 0
59
69
100
WHERE THEY LIVE urban centres,
Melbourne, Sydney, Brisbane, Hobart, Adelaide + internationally
INCOME BRACKET Double income
HELEN
$$$$
AGE 59 - traveling with Rob (62) GENDER
LIFESTYLE PURSUITS gardening,
lunches with friends, day trips, walking/ yoga, shopping, dining out, grandkids
MARITAL STATUS
JOB works part time – heading toward retirement LIFE VALUE give to society,
INCOME $85,000 ($250,000 double income)
environment, enjoy each day, family + friends, lifelong learning
SOCIAL MEDIA
MARITAL STATUS
FAVOURITE MAGS
GENDER
FAVOURITE TV
community, time with family + friends, security in retirement
TRAVEL PREFERENCES DREAMING
Why North-West Tasmania new experiences + people, relax + celebrate, reconnect with partner + family Motivation practicing for retirement, annual leave to use
LIFE DREAMS fulfilling life,
JOURNEY EXPERIENCES
PRE TRAVEL
DREAMING
• plan the trip • food + wine experiences • easy road trip with undemanding experiences
• what other events are on • are there markets nearby • sharing photos with family on Facebook
• activities for me + him • book all now, or later
PLANNING
When long weekends, short breaks, longer road trips Who with husband, friends, small groups, extended family Research word of mouth, Google, Spirit of Tas, airline + hire car websites, Air BnB, TripAdvisor, blogs, friends’ social media feeds, brands’ social media PRE TRAVEL
Gain information word of mouth before + during travel, Google searches, VICs BOOKING
Booking direct via major transport provider, business, will call to clarify details Accommodation Air BnB, resorts, good hotels, apartments Access Spirit of Tasmania, fly into Launceston + Hobart, bring own car EXPERIENCE
Experiences outdoor + adventure, wildlife + nature, history + heritage, art + culture
POST TRAVEL
PLANNING
• enough time • best time of year to go • experiences that aren’t too challenging
BOOKING
• must-do dining experiences • accommodation options
• so much to do • we must go back • relaxing + easy to get around • will share photos + stories with family + friends
EMOTIONS + CHALLENGES PLANNING
PRE TRAVEL
BOOKING
• excitement • anticipation • apprehension
• weather • accommodation • transport • enough time
• what will we see • where shall we eat • health facilities in case of emergency