Lighthouse Rubjerg Knude
VisitDenmark operates with 4 segments when it comes to motivation based target groups in Danish Tourism.
One segment, called The Good Life are adults without children, either as friends or couples, seeking good experiences, whether that is food, nature, art or relaxation. They are attracted to natural beauty, urban and nature crossfields and the ability to wind down.
Another segment, Fun, Play and Learning is mainly composed of families with children, but also multi-generation travel. Naturally, these families are motivated by activities which appeal to children, and a safe environment where they can be together.
Modern City Break is looking for good experiences in the urban areas – cafées, museums, night life, culture, dining and so forth. They have shorter stays and spending above average.
Business Travel is a competitive market but the business guests who visit Denmark place a lot of money here. These guest are mostly Scandinavian, as well as from Germany, the UK and the US.
There has been a decline in both The Good Life and Fun, Play and Learning over the past years (since 2007), due to recession, but also due to changes in travel habits. It’s a declared goal for VisitDenmark to restore the number of overnight stays to the 2007 level.
Without having the exact data, it is hard to assess this goal. You’d have to imagine they know what they’re talking about. At the same time, I wonder if it is one of those cases where growth is not the only right thing to do – sometimes there is a strategic advantage to standing still, regrouping and perhaps redefining some of what you do. These two segments are mainly based on camping and summer cottages.
For the Fun, Play and Learning, furthermore there will be attempts to extend the season, especially for families with smaller children who don’t depend on school breaks.
The City Break segment is a very diverse segment with both people from the near markets (Scandinavia) and from Europe, as well as far markets such as Russia and Japan. The close market guest book their own stays while far market guest rely on agencies. The strategy for this segment in a competitive market is to try to do more target marketing with more iterations in a relation marketing fashion, while currently focusing on those customers who are already in the market for City Breaks in a less known capital.
It would probably, when working with relation marketing, be good if VisitDenmark would avoid using the phrase ‘low hanging fruit’ about their guests. It also reflects badly on Copenhagen. The recent success of the Danish television series, The Killing, and The Bridge, among others, however make Copenhagen more attractive.
For the Business Travel segment, it is a highly competitive market with knowledge of Denmark being very low in some areas. While working to create more awareness with agencies and corporate meeting bookers, and making campaigns that are far more targetted, it is also important to make sure guests have an extremely good experience while they are here, which is done both by being very selective about the venues included, as well as via the concept MINDblowing Meetings.
For me it is interesting to see how a big agency like VisitDenmark thinks about segments and marketing. There are areas where I would have made different choices, I think, but then there are a wealth of interests at play and I haven’t seen the exact numbers. Maybe over summer, when I am a bit less busy, I’ll go and look it up and see whether I reach the same conclusions and choices.
In any case: Do Visit Denmark – we have a lot to offer.