Secondary market • Experience Seekers – younger couples and friendship groups from across England/ UK and some international. This is derived Key Market Trends from VisitEngland’s ‘Free & Easy Mini- Breakers’ segment. These market segments do not include everyone who might visit – but they do represent those markets with the greatest growth potential for Wake昀椀eld given its evolving visitor o昀昀er. It also makes sense to target those with the strongest a昀케nity to the experiences the destination can deliver and so will be easier to reach, in昀氀uence and persuade to visit. Explicitly narrowing the focus on these types of people will avoid trying to be a place that has ‘something for everyone’ and inform marketing communications to build a distinctive and attractive destination pro昀椀le for Wake昀椀eld as well as guide priorities for experience development. Further details on who these market segments are, what motivates them and the opportunities they bring are mapped out in the table on the following pages.