What are they looking for?
How do we reach them?
The Social Energisers segment habitually uses digital channels to research and book holidays. They will want to find activities and experiences that engage them and their friends fully and feel that they are always in the loop about what is going on. The website that advertises your product needs to give a sense of all the things that customers might do. They are likely to be avid users of social media so full engagement on digital platforms is a must.
Immediate, lively and informal. Emphasise the range of experiences near your location.
The design and visuals that you use should communicate a sense of energy and enjoyment as well as being in tune with contemporary attitudes and style.
You should communicate that your product will provide the customer with a holiday that is jam-packed with things to do and that getting to and from these activities will be simple. Focus on music, pubs, restaurants and nightlife for the evening, and unusual, energetic and fun activities for the daytime – things that friends might enjoy doing together such as zorbing, boating, mountain biking etc. Identify examples of activities and include a fair amount of detail about the types of group activities that are available. Keep up to date with the programme of events and music at local bars and flag up any festivals or events that might appeal to this segment. Customers should feel that by buying in to your product they will automatically be in the loop with the main events that are taking place in the region.
Might want to experience…
Lively pubs, good food, talking to locals
Festivals, entertainment, street art, comedy
The cool places to eat and shop
Fun visitor attractions with a wow factor
Likely to pay more for…
Something out of the ordinary
Holidays offered by well-known brands
Great atmosphere and good cocktails
Digital travel touch points include:
In the Know Traveller
Mr & Mrs Smith
At a glance
Excitement, energy, fun and laughter,
adventure, spontaneous, social, the
Entertainment, festivals, contemporary
culture and music, clubbing, water
sports, the pub experience, shopping,