Research 101: Multi-Dimensional Segmentation


The complexity of travel as a consumer product means there are a multitude of ways to segment a travel market, each of which is useful to different end-users.

As explained in the post entitled Research 101: Multi-Dimensional Segmentation, the segmentation scheme cannot inform all concerns; more and more destinations find they need to develop a multifaceted understanding of their consumer. As such, for tourism markets, we typically recommend a multi-dimensional segmentation approach to serve the varying needs of marketers, advertising agencies, product developers, tour operators, and other industry end-users.