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The Customer Journey
Dream
Plan
BookExperience
Share
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Digital Connectivity & Distribution
Average number of
regions visited• Touring the country
• City & Attractions,
City
• Based in
countryside location
Average days paid
holiday (exc. Public
holidays!)
Relaxation
Have fun
Be close to nature
Local food & drink
Enjoy the scenery
Walking & Hiking
372,000
2.61m
£285m
Average nights per
stay
Average spend per
visit
• Cultural Explorers with core segment 35+
• 55% Female / 45% Male
• Above median income
• Most affluent European market
• Employed or retired
Seeing the country
Museums
Shopping
Average number of
regions visited
Walking/ Scenery
Museums/ Castles
Food & Drink
Touring / Cities /
Cities+Average days paid
holiday (exc. Public
holidays!)
• Baby Boomers & Gen X
• 53% Female / 47% Male
• Above median income
• Employed or retired
206,000
1.76m
£106m
Average nights per
stay
Average spend per
visit
Travel Guide Websites 77%
Blogs/social networks 62%
Travel Guidebooks 57%
Television programme 52%
Travel Agency website 52%
Travel Agency brochure 41%
Advice from travel agency 41%
Internet 68%
Face-to-Face 28%
Telephone 3%
Source: IPS
Source: IPS
Source: booking.com
Source: IPS
Holiday: 53% VFR: 19% Business: 15% Study: 7% Source: IPS Source: IPS
Average number of
regions visited
Average days paid
holiday (exc. Public
holidays!)
•
•
•
•
January 2020
• DB India
• BIM (ETOA)
October 2019
• DEBNA –USA/Canada
• VB Vibe, London
• Scottish Golf Tourism
Week
• Europe BDM - TBC
• IGTM
November 2019
• DB China – TBC
• WTM / GEM (ETOA)
December 2019
• USTOA
May 2019
• Explore GB
January 2019
• PGA Orlando
• BIM London
• FITUR Spain
• Vakantiebeurs
• DB India
June 2019
• ILTM China
• Coach Tourism
Workshop (UK)
July/August 2019 September 2019
• Adventure World
Travel Summit (USA)
• Top Resa (attendance
only no stand)
February 2019
• NTA USA
• UAE Mission/Arabian
Travel Market
• UKInbound
Conference
March 2019
• ITB, Berlin
• BTTS Birmingham
April 2019
• EXPO Glasgow
• Expo Fam trips
• Scotland Week 2019
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