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:

COMFORT PLUS

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

NO STRESS

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

ACTIVITY CHASER

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

SOCIALIZER

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

SAFETY-PLANNER

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

COMFORT PLUS

High comfort level, good quality and service are important. Willing to pay extra for this and unique activities. Happy to travel with partner, 1 of 4 are senior citizens. Travel budget above average.

Want activities and to learn something new, while also time to relax and experience peace and tranquillity. Gladly do activities off the cuff if they don’t require physical exertion.

Prefer to stay in the city and spend much of the time on their own – shopping, local culture and history, good culinary experiences. Not foreign to participating in cultural events.

Gladly go on organised tours, such as whale watching and nature sightseeing by bus, but avoids large groups. For Northern Lights chases, a competent guide, good comfort, extra equipment, and unique and local food are decisive. Happy to stay overnight under the Northern Lights, if accommodation is of a high standard. Photography is important. The Northern Lights may also be combined with reindeer or dog sledding, boat trip and preferably private guide.

Searches for a lot of information on the destination’s official website, TripAdvisor and Google, and uses Facebook and WhatsApp frequently. Wishes to buy ready-made packages or tailor their own packages at one booking site.

Segment penetration:

Activity level:

Interest for type of Northern Lights activity and transport:

Qualities for choosing Northern Norway & Northern Lights:

Important for Northern Lights excursions:

City - social:

Relevant sources of information:

Booking:

Booking method - package:

Travel agency website(47%)

www.visittromso.no (27%)

Contact travel agent / tour operator (19%)

Booking method - activities:

www.visittromso.com (53%)

Activity provider’s website (41%)

Personal contact Tourist Office (38%)

Willingness to pay:

For 4 nights in Tromsø. Price per person,  total cost / budget including travel, accommodation and activities / excursions

% prepared to…

• Pay a bit extra for completely unique activities: 31%

• Pay a bit extra for comfort during the activities / excursions: 41%

Potential (number of people in 100,000):

Short-term:  In the target group and respond: Can’t think of any reasons for not visiting Northern Norway

NO STRESS

Below average interest in most activities. Come to experience the Northern Lights, but most of all want peaceful relaxation.

Happy to travel with partner, less often senior citizens but more often families.

Want to take it easy in the morning, but gladly spend time at attractions, museums and shopping. Use afternoons for experiences and activities – nature excursions by bus and dog sledding are of interest.

Want Northern Lights chases in smaller groups, preferably only with own travel companions and gladly private guided trip. Combining Northern Lights with reindeer sledding or overnight stay may be a possibility.

Search for information about the destination than others, and generally use Google and travel agent. This group uses social media most, mostly Facebook and WhatsApp, but also others. Gladly buy ready-made packages, preferably on travel agent websites.

Segment penetration:

Activity level:

Interest for type of Northern Lights activity and transport:

Qualities for choosing Northern Norway & Northern Lights:

Important for Northern Lights excursions:

City - social:

Relevant sources of information:

Booking:

Booking method - package:

• Travel agency website(54%)
• www.visittromso.no (25%)
• Contact travel agent / tour operator (14%)

Booking method - activities:

• www.visittromso.com (25%)
• Activity provider’s website (25%)
• Personal contact Tourist Office (24%) 

Willingness to pay :

For 4 nights in Tromsø. Price per person,  total cost / budget including travel, accommodation and activities / excursions

% prepared to…

• Pay a bit extra for completely unique activities: 19%
• Pay a bit extra for comfort during the activities / excursions: 19%

Potential (number of people in 100,000):

Short-term:  In the target group and respond: Can’t think of any reasons for not visiting Northern Norway

ACTIVITY CHASER

Want physical activities in silent surroundings – in the nature and in the snow. Want to learn and are environmentally conscious. Often travel with partner, rarely senior citizens. Travel budget is above average. Willing to pay extra for unique activities, but prefer slightly more affordable accommodation.

Want to participate in a number of activities, including whale watching, dog sledding, reindeer sledding, snowmobile safari and snowshoeing. Interested in local food and Sami culture. Own time often used to visit museums.

Gladly go on more than one Northern Lights excursion. Prefer smaller groups – knowledgeable guide, extra equipment and tips for photography are essential. Gladly combine Northern Lights experience with an activity (reindeer sledding, dog sledding, snowmobile safari, boat trip). Very positive about staying overnight in the nature.

Search less for information than average, but prefers to use Google and travel agent. Big users of Facebook and WhatsApp, but also others. Book virtually all components of the holiday separately on different booking sites. Generally book activities directly on the website of Visit Tromsø or the activity provider.

Segment penetration:

Activity level:

Interest for type of Northern Lights activity and transport:

Qualities for choosing Northern Norway & Northern Lights:

Important for Northern Lights excursions:

City - social:

Relevant sources of information:

Booking:

Booking method - package:

• Travel agency website(47%)
• www.visittromso.no (20%)
• Travel agent / tour operator (23%)

Booking method - activities:

• www.visittromso.com (61%)
• Activity provider’s website (59%)
• Personal contact Tourist Office (27%) 

Willingness to pay:

For 4 nights in Tromsø. Price per person,  total cost / budget including travel, accommodation and activities / excursions

% prepared to……

• Pay a bit extra for completely unique activities: 23%
• Pay a bit extra for comfort during the activities / excursions: 14%

Potential (number of people in 100,000):

Short-term:  In the target group and respond: Can’t think of any reasons for not visiting Northern Norway

SOCIALIZER

Want to meet and get to know new people, have fun and party. Want to learn and experience as much as possible. Don’t want very physical exertion, but don’t need to be sedentary – as long as they are together with others. Prefer to travel with partner, but also with family. Willing to pay extra for good comfort on excursions.

Want to participate in many excursions: nature excursions by bus, whale watching, dog sledding, reindeer sledding, snowmobile safari or snowshoeing, and local cultural experiences (Sami, museum etc). Own time used for shopping and good food and drinks.  

Prefer Northern Lights chase in smaller groups often in combination with an activity (reindeer or dog sledding). Not foreign to Northern Lights accommodation.

Search information on Google, TripAdvisor and the destination’s official website. Frequent users of Facebook and WhatsApp. Gladly buy ready-made packages, preferably on the travel agency’s website or book separately.

Segment penetration:

Activity level:

Interest for type of Northern Lights activity and transport:

Qualities for choosing Northern Norway & Northern Lights:

Important for Northern Lights excursions:

City - social:

Relevant sources of information:

Booking:

Booking method - package:

• Travel agency website(49%)
• www.visittromso.no (22%)
• Contact travel agent / tour operator (17%)

Booking method - activities:

• www.visittromso.com (31%)
• Activity provider’s website (39%)
• Personal contact Tourist Office (30%) 

Willingness to pay :

For 4 nights in Tromsø. Price per person,  total cost / budget including travel, accommodation and activities / excursions

% prepared to…

• Pay a bit extra for completely unique activities: 19%
• Pay a bit extra for comfort during the activities / excursions: 21%

Potential (number of people in 100,000):

Short-term:  In the target group and respond: Can’t think of any reasons for not visiting Northern Norway

SAFETY-PLANNER

The feeling of safety is essential and, as a consequence, they plan well in advance. Want to experience as much as possible. Excursions and activities must be safe, not physically demanding and not cost too much, although they are open to paying a bit extra for totally unique activities and good comfort. Travel often in pairs and many are senior citizens.

Gladly participate in whale watching and nature excursions by bus, but also safe reindeer sledding and snowmobile safari tours. Own time is important and is used for shopping and visiting museums. Gladly consider cruises with accommodation and meals included and a 1-2 day stop in Tromsø. 

Gladly participate in Northern Lights excursions, preferably in combination with reindeer or dog sledding. Prefer small groups, but open to bus trips. They appreciate competent guide, good level of comfort, necessary equipment and photographic tips.

Search for a lot of information – on the destination’s official website, Google, TripAdvisor and from travel agencies. Frequent users of Facebook and WhatsApp. Gladly buy ready-made packages via their travel agency’s website.

Segment penetration:

Activity level:

Interest for type of Northern Lights activity and transport:

Qualities for choosing Northern Norway & Northern Lights:

Important for Northern Lights excursions:

City - social :

Relevant sources of information:

Booking:

Booking method - package:

• Travel agency website(56%)
• www.visittromso.no (23%)
• Contact travel agent / tour operator: (18%)

Booking method - activities:

• www.visittromso.com (59%)
• Activity provider’s website (56%)
• Personal contact Tourist Office (19%)

Willingness to pay:

For 4 nights in Tromsø. Price per person,  total cost / budget including travel, accommodation and activities / excursions

% prepared to…

• Pay a bit extra for completely unique activities: 23%
• Pay a bit extra for comfort during the activities / excursions: 27%

Potential (number of people in 100,000):

Short-term:  In the target group and respond: Can’t think of any reasons for not visiting Northern Norway

Short-term potential:

In the target group and respond: Can’t think of any reasons for not visiting Northern Norway

* Consumption of NOK 2000 per person per day/3 days

Market potensials:

The United Kingdom has somewhat of a larger short-term Northern Lights potential

Target penetration:

In UK, DE and JP, the gross target group constitutes 15-30% of the population