What are they looking for?
How do we reach them?
The Culturally Curious segment uses a variety of channels to research and book holidays. They may use social media but are not heavy sharers.
Knowledgeable, direct and positive. Emphasise the quantity and quality of things to do near you that have an interesting angle in terms of culture, heritage and history.
The design and visuals that you use should communicate a sense of quality and authenticity. Keep them clear, simple and stylish.
You should communicate that your product provides opportunities to explore the region’s attractions in depth and to find the unusual, the authentic and the unexpected on their holiday. Focus on countryside, historic sites and unique opportunities to get off the beaten track. Identify examples of key attractions that your customers might want to explore and demonstrate how their days can be built around these attractions incorporating walks, food and drink and visits to attractions. Include plenty of information on your marketing material that relates directly to the cultural assets of your region and specifically how you will enable your customers to explore and understand the culture in detail.
Might want to experience…
Megalithic or early Christian sites
Castles, gardens, museums, art galleries
Good food and wine especially
Unique local festivals and events
Likely to pay extra for...
Something out of the ordinary
A human guide with real insight
Environmentally friendly features
Digital travel touch points include:
In the Know Traveller
British Travel Blog
Mr & Mrs Smith
Average age of 60
38% couples or retired couples
At a glance
Curiosity, authenticity, insight, independence, immersion in culture, off the beaten track, exploration
Broadening the mind, active sightseeing, historical buildings and attractions,
World Heritage sites, events, artisan food and local specialities