What are they looking for?
How do we reach them?
The Great Escapers segment uses a variety of channels to research and book holidays. They rely heavily on the internet but engage less with social media than younger audiences.
Inspiring, energetic and informed. Emphasise the opportunities to explore landscapes easily and be rewarded by beauty or exhilarated by remoteness.
The design and visuals that you use should communicate a sense of authenticity and unique beauty. Keep them simple but inspiring.
Focus on natural attractions with a sense of history and unique qualities that will make the visitor feel awestruck. You should communicate that your product will provide the customer with a holiday that provides easy ways to get to wonderful places and be rewarded afterwards with good food and drink.
Might want to experience…
Remote and exciting places
Gentle exploration – walking, cycling, boating
Likely to pay more for…
Things that reduce hassle
Something out of the ordinary
Digital travel touch points include:
The Sunday Times
Average age of 37
40% are couples, 20% are young families
At a glance
Slow travel, relaxation, rebalancing,
getting away from it all, connecting
with loved ones
Breath-taking landscapes, ancient sites,
remote places, landmarks, restaurants
offering fresh, local food, authentic pubs,
ease of getting away