ABOUT THE SEGMENTS IN BRIEF
International tourists want more than just the Northern lights
The main motivation for visiting Northern Norway during winter is to experience the Northern Lights. This applies for those who have visited the region before, those who have actual plans to come here and those who want to come here.
We were already aware of these findings. However, the surveys show that the tourists want something more. Our five defined segments are different in terms of how physically active they wish to be during their stay, and how many activities they wish to do.
Photo: Gaute Bruvik / www.nordnorge.com
All segments want to experience something more than the northern lights - providing a great potential for upselling and resale.
We can divide the tourists who visit Northern Norway into the following five segments: Comfort Plus, No stress, Activity Chaser, Socialiser and Safety Planner. Here is a description of each:
Appreciates hospitality, high level of service, high level of comfort and unique local culinary experiences as part of a full meal. Good facilities and equipment during the excursions are important. People in this segment have a high willingness to pay and want to learn something new.
Learn more about Comfort Plus
Seeks peace and tranquillity and most of all want peaceful relaxation. Don’t have high demands about facilities and organisation, but want a certain degree of comfort. People in this segment want to do activities with their own travelling companions, preferably with a private guide..
Learn more about No Stress
Seeks physical activities in silent surroundings, in the nature and in the snow. Gladly combine Northern Lights experiences with other activities. In addition, seeks less physically demanding daytime activities such as whale watching. People in this segment seek knowledge and want to learn something new.
Learn more about Activity Chaser
Wants to meet and get to know new people, have fun and party a bit. Open to a range of activities and wants to experience as much as possible together with others. People in this segment like the urban, so feel free to take them to the pub after the Northern Lights excursion.
Learn more about Socializer
The feeling of safety is essential and, as a consequence, they plan well in advance. Likes to participate in a wide range of excursions and activities without risk. People in this segment want to experience as much as possible, and are willing to pay a little extra for totally unique activities and good comfort.
Learn more about Safety-planner