Markets and segments

Markets
We use information from VisitBritain, Star UK and national studies such as the International Passenger Survey to identify where our leisure visitors are coming from. We also use our own research to find out where in the UK and the world Brighton is thought of as an appealing place to visit. Much of our marketing work is aimed at markets that we know are valuable to Brighton.

The factors that we take into account when we are identifying our main markets are:

• Do people like taking city breaks – propensity to travel
• How much does it cost to communicate with that market – cost of reach
• Will be be successful and get value for money – return on investment.

Brighton & Hove’s main overseas markets for tourism marketing are: France, Belgium, Germany, the Netherlands, Ireland, US and Canada, Australia and New Zealand.

In the UK our main sources of visitors are London and the South East.

Business visitor segments
We use very different information to identify which markets are valuable to Brighton as a meetings and conference destination. The meetings industry is divided into UK and International. Internationally the world is divided into five main markets: Asia Pacific, North America, South America, Africa/Middle East and Europe.

We have undergone a marketing exercise with VisitBritain and representatives from the local industry to identify Brighton’s main markets - these are the UK and Europe.

There are many segments that are valuable to Brighton as a meetings destination. These include Corporate and Association. Corporate is segmented further and consists of: AGMs, training, incentives and regional meetings. Association business is segmented into: educational, scientific, medical, government, unions and religious. There are three other segments that we could target and these are product launches, exhibitions and ceremonies.

We have undergone a segmentation exercise with VisitBritain and representatives from the local industry to identify Brighton’s main conference segments. These are predominantly Association – government, scientific, unions and religious.

Leisure visitor segments
In leisure tourism VisitBrighton has been pioneering a new segmentation process with the national tourism board VisitBritain. Instead of predicting what people will do according to their age, income, type of house and post code it looks at people in terms of what is important to them, what they will pay for and what they won’t pay for - in other words the things that they value.

The segmentation model has 8 segments into which people can be slotted: Style Hounds, High Streets, Followers, Habituals, Cosmopolitans, Discoverers, Traditionals, Functionals.

Available data on each segment includes: general profile, value and motivations, holiday brand preferences, leisure brand potential, spending profile, holiday activities and day visit activities.

Brighton’s leading visitor segments - snapshots:

• Cosmopolitans
  14-17% of our customers. Confident, active, looking for new challenges. Style and brands are important. Take 4-5 breaks a year so are found in all destinations and are the highest spending segment. Brighton is attractive for setting, quality of food and drink and quality of visitor attractions. Most likely to recommend to friends. Mean age 42, C1, average income £26,004, found in London, South East and Midlands, read Independent, Sunday Times, Mirror. No 1 short break is Luxury.

• Functionals
  27-30% of our customers. Self-reliant people, driven by price. Value function over style, less inclined to stay. The seaside is important and they like Brighton because it is easy to get to. An attractive environment is the most important factor when choosing a destination. Mean age 45, C1, average income £16,345, found in South East, South West, Midlands, read Times, Mail, Observer, Independent on Sunday. No1 short break is a new city/area.

• Traditionals
  12-16% of our customers. Self reliant, value individual attention and service. Brighton is attractive for shopping, relaxing, visiting friends or relations and for special events like weddings and anniversaries. They are motivated by quality of food and drink and experiences out of the ordinary as well as nostalgia. Mean age 56, ABC1, average income £20,007, found in South West, Midlands and North West, read Mail, Express, Mail on Sunday, Sunday Express. No 1 short break is new city/area.