Our visitors

Glenoe Waterfall

Enjoy places and experiences which offer a variety of activities and where there is something for all members of the family to enjoy. Key insights include:

• Strong family focus
• Activities very important (all types, variety of interests)
• Need activities to suit children, as well as the whole family
• Planners – do a lot of research
• Pay attention to price, seeking value
• Consider themselves bargain hunters but not afraid to pay for quality (if worth it)
• Demographics: Most likely 35-44, even social class split, have younger children (under 16)

Estimated annual spend: £1,360

The Lost Garden Trail, Montalto Estate

A preference for more gentle activities in the outdoors rather than anything high-octane and will particularly enjoy experiences where there is good quality accommodation available and where sustainability is considered. Key insights include:  

• Quality of accommodation important
• Nature lovers, enjoy the outdoors
• Preference for gentle activities
• Sustainability important
• Enjoy planning and like to have clear itineraries
• Short breaks important part of their lives
• Demographics: Older (av. age 55) more likely to be male, ABC1, older children

Estimated annual spend: £1,23

Interested in discovering beautiful places in nature and taking in scenic attractions. They are seeking unique experiences, and also want to enjoy culture, food, high quality accommodation during their visit. 

• Very interested in discovering beautiful places in nature and taking in scenic attractions
• Interested in the natural environment, scenic attractions
• Motivated by culture and are seeking unique experiences
• Food very important and highly motivating for them
• Want high quality accommodation
• Older segment - concerned about their personal safety and health
• Want good value for money

HMS Caroline Tour Experience

Motivated to engage in more energetic outdoor activities, often in the company of family or friends on a short break. But they also particularly enjoy opportunities to engage and learn about heritage and culture, and so outdoor experiences with a cultural twist will be highly compelling to this cohort

• Most likely segment to be interested in arts, culture and food
• Motivated by the opportunity to spend time with family or friends on short breaks
• Although older still motivated by energetic and outdoor activities
• Older segment - more likely to be thinking about safety (personal and health) than other segments - need reassurance

The Mourne Mountains

Visitors who are looking to escape from it all; seeking a badly needed break from the everyday pressures of work and home, as such, they are the most motivated to spend quality time together.

• Travels very much as a close-knit group and are on holiday to take time out, to get physical with nature where they can escape their hectic lives and focus on each other
• looking to experience natural beauty in gentle isolation; to chill out and slow down. They wind down by enjoying the beauty of the landscape and being connected to nature.
• Rural touring holidays which provide the promise of local, authentic communities and activities are top of their list.
• Largely risk averse; they are not very interested in being the first to try new things. They therefore need reassurance that their choice has been ‘tried and tested’ and openly seek feedback and recommendations from others to help them decide.