Corporate Structure
Domestic Market Segmentation
Spirited Travellers
Segmentation of the domestic tourism market has identified the Spirited Traveller as the Northern Territory's target market. Spirited Traveller's have been recognised as the best target segments for the NT because they:
• Prefer interactive travel experiences to passive holidays;
• Typically seek opportunities for personal growth and transformational experiences;
• Tend to crave physical or psychological challenges;
• Generally have a higher than average spend per trip;
• Usually travel without children, or with children aged over eight years; and
• Are more likely than other groups to visit the NT.
To more clearly identify Spirited Travellers, a subset of five segments have been defined and are outlined below:
Young and Restless
18-29yrs old, no children at home, likely to travel with partner or a group of friends. Likely to pursue physical activities.
Ready, Set, Adventure
30-39yrs old, may have children under 8, likely to travel with partner or as a family. Likley to pursue physical activities, visit nature reserves and place importance of their children learning from travel.
Great Outdoors
40-54yrs old, have children at home, likely to travel with partner or as a family. Travel focuses on getting close with nature and immersing in local culture while having a chance to rest and recharge.
Looking for Inspiration
40-54yrs old, no children at home, likely to travel with partner or group of friends. Personal growth is important when choosing destination.
New Lease on Life
55+yrs old, no children at home, likely to travel with partner or tour group. Travel is about learning something new and something they will talk about afterwards. Want to be inspired and challenged by a destination.
Spirited Traveller Media Guide
The Guide offers practical insights about Spirited Travellers' media preferences and aims to assist in the development of marketing plans in order to ensure more effective communication with the NT’s core travel target market.
