Target Audience
Individualistic Cosmopolitans
Introduction
The right approach to addressing our target audience is crucial for us and significantly contributes to the success of our brand. It determines how we craft our messages, convey our values, and present our product. Our messages are designed to specifically and empathetically address the needs and desires of our audience. This way, we create a strong bond and firmly anchor “Holidays in Austria” in the minds and hearts of people for the long term.
The strategic core target audience of “Holidays in Austria”
The target group positioning of the “Holidays in Austria” brand is based on the international societal model of the Sinus Meta-Milieus®. Sinus places people with similar values and comparable social situations into “communities of like-minded individuals” within different milieus. Based on this segmentation, the Individualistic Cosmopolitans were specifically developed as the target audience for the “Holidays in Austria” brand.
Individualistic Cosmopolitans (ICMs)
Socio-demographic Profile
Slightly younger than the general population
Above-average level of education (university degree) and high income
Above-average number of children in the household (often blended families)
Values & Core Orientation
Individualistic and unconventional
Trend-oriented (actively shaping the future), rejecting the mainstream
Open-minded, freedom loving
Seek variety and are more flexible than the general population
Want to broaden their horizons and are always looking for new experiences
Enjoy life to the fullest
Travel Behaviour & Holiday Requirements
High travel intensity, at least two trips per year: longer holidays as well as short breaks and city trips
Activity and diversity, combined with relaxation
A desire for self-determination when travelling
Modern comfort, high-quality service, and exquisite, creative cuisine
Trendsetters for other social groups
The brand and the core messages built upon it are particularly appealing to this target audience. Also, the ICMs are a particularly attractive and extremely valuable segment for “Holidays in Austria”. This target group belongs to a section of society that are travel enthusiasts and have high purchasing power; they often serve as a role model for other social groups. Wherever this group travels to, others are likely to follow.
Only those who understand what moves people can truly move them.
SINUS Institute, Institute for Market and Social Research (Heidelberg)
Quelle: SINUS Institute, Institute for Market and Social Research (Heidelberg)