International Market Segmentation

Experience Seekers

In the international marketplace, Tourism NT targets the Experience Seeker segment identified by Tourism Australia. Experience Seekers are highly affluent and are divided into three main lifestage clusters; young affluent couples, affluent families and older affluent couples. Experience Seekers are similar to Spirited Travellers in that they are interested in engaging and interactive experiences and opportunities for personal growth.

Experience Seekers have been identified and profiled by Tourism Australia for key international markets. Segmentation projects have been undertaken in:

• United Kingdom
• Germany
• United States
• Japan
• China
• New Zealand