Who They Are and What What’s the Segment They Want Rationale Opportunity? Experience • Typically • Frequent below 40 and travellers Seekers travelling who spend Secondary Market without on unique children. experiences Predominantly – incl. quirky English/UK accommodation. and some • Active on international. social media – • City breaks plus advocacy and active outdoors. user-generated • ‘Only here’ content (UGC) experiences – • Actively arts and culture, support local events, hands- on learning. • Trips packed with activities – daytime and evening. • Quality, varied and safe night- time o昀昀er. • Public transport and digital connectivity. 灰潲琠汯捡氠獵support local