With Visit Jersey’s identified purpose of ‘Changing perceptions’ and ‘Shaping the future’ of the island, and a key strategic objective of rebuilding international tourism, it is necessary to identify our best prospect visitors, so that we can target them with relevant messaging, at the right place and right time.
We can’t target everyone. So we’ve taken an evidence-based approach to identify our best prospect consumer segments across our core markets, UK, France and Germany based on their needs, motivations and behaviours.
In choosing our segments, we considered the following key factors:
- Size of the segment
- Volume of visitors
- Current appeal of Jersey
- Match with current product
- Likelihood to travel outside of peak summer period
In 2024, we are speaking to a new audience of ‘Moment Makers’ as we seek to present Jersey as an exciting, appealing destination for a younger demographic. We will continue to target our existing audience segment of ‘Easy Explorers’ who value outdoor experiences, history and heritage and wellbeing.
For a detailed breakdown of our target customer segments please email [email protected]
“This research is beyond anything we’d be able to afford to gather ourselves, and having it presented in simple terms meant it was easy to put into use in our marketing campaigns.”
“The results of doing this have been really significant. We’ve been able to exceed our 2019 UK visitor numbers, in a time when our visitor numbers to Jersey are still not at 100% of what they were in 2019.
This suggests of the people arriving in Jersey, we have a much greater market-share than what we did before we utilised Visit Jersey’s latest segmentation. I’d urge other partners to see the value in this research, and use it to their advantage – hopefully you see the same results that we have.”
Jess Coleman, Head of Marketing, Jersey Heritage
Key Contacts
If you would like to learn more about our best prospects research please get in touch with Catherine Morris or Caroline Ashworth.
