Who They Are Segment and What They Want Rationale What’s the Opportunity? Families • Families with young and school- • Will spend on • Growing the number of (repeat) visits from aged children from within West activities to keep families and multi-generational families which Primary Market Yorkshire and beyond. children happy. include grandparents and groups of friends. • Day trips and short breaks • May convert from • Wellbeing bene昀椀ts and civic pride for local important. a day visit to families engaging with the cultural and • Town and city breaks – but also overnight given leisure o昀昀er. attracted to active outdoors. enough to do. • Capitalising on visiting friends and relatives. • Family-friendly activities: • Active on social • • media – easy to entertainment, culture and events. reach; engage as • Cost/value important but willing to advocates spend on treats.