When segmenting your audience and positioning your brand in travel and tourism marketing, psychographics is key and in particular how values and personality manifest themselves in ‘preferred level of cultural immersion’.

I described what I regarded to be the key segmentation criteria in travel and tourism marketing in brief in a previous post. I now want to delve a little deeper into one of those in particular which I consider to be absolutely key – psychographics.
 
The whole area of psychographics, a phrase that describes values, personality and lifestyle, first became of …

We all say we’re customer-centric, but we often forget what it means when the commercial pressure is on. Staying true to your marketing credentials is the best way to succeed when there’s pressure for results, with a dose of good old segmentation and targeting.
 
We’ve all fallen into the trap – we rush out of the trading meeting with a sense of purpose and urgency because we have bed nights/cabins/seats to shift or visitors to increase and start implementing a whole raft of activity without giving a single thought to what sorts of …