Great Outdoors Segmentation
Although the great outdoors appeals to almost everyone, the preferred level of interaction with nature differs from person to person. Are you the type of person who would prefer to see the Grand Canyon from the comfort of a helicopter seat or would you rather tackle its rugged terrain on foot?
Brand USA recently designed a study aimed at understanding how international travelers to the United States prefer to experience the great outdoors. We identified four main types of outdoor enthusiasts depending on the level of activity they prefer. We will be surveying our key markets (Australia, Brazil, Canada, China, France, Germany, India, Japan, Korea, Mexico and the United Kingdom) to better understand the prevalence of each type of outdoor enthusiast. The four segments we have identified are distinct in how they prefer to interact and enjoy nature. Each group has a different ideal activity level and comfort with risk taking. The goal is to apply the knowledge we gather about each group to develop content that is appealing and relevant to the traveler’s frame of mind.
| Segment | Description | Motivation | Content Samples |
| R&Rs | R&Rs like to relax in a natural setting. Whether on a picnic or sunbathing on a beach, they are looking to recharge themselves while connecting with nature. | Rest and relaxation |
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| Sightseers | Sightseers have a list of places they want to see. Their main goal of visiting natural parks and landmarks is to capture the moment and beauty with their own eyes. | See it firsthand |
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| Opportunists | Opportunists want to experience a place by doing an activity that is local or unique to the area, such as surfing in Hawaii or riding a mule in the Grand Canyon. For them, the best way to get to know a place is to take part in a local favorite. | Do what the locals do |
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| Trailblazers | Trailblazers are outdoor enthusiasts that want to take their hobby to the next level. Trailblazers combine their love of travel with their favorite outdoor hobbies. | Challenge myself |
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In addition to the outdoor segmentation, we also will be applying a trip-type filter. The trip type and the people you travel with influence the types of outdoor activities that appear interesting. The trip type filter can provide an additional layer of personalization to our content offerings.
| Trip Types | ||
| Couples | Kids/Family | Friends |