A new Fáilte Ireland online campaign aimed at securing growth and winning additional market share in the four main markets of Great Britain, US, Germany and France was launched in May 2014.
The data from this study has been translated into an interactive, and easy-to-use online toolkit, providing an invaluable source of information for Irish tourism businesses aiming to increase their international sales.
These key markets, which between them deliver 70% of Ireland’s overseas visitors, have been studied and broken down into segments using an evidence-based consumer global segmentation model.
This model provides new insights into three key consumer segments – “Culturally Curious”, “Social Energisers” and the “Great Escapers” – exploring their motivations, the kinds of experiences they will buy, associated market differentiators and the key channel intermediaries they use.
The digital content is image-lead, with a concise and focused message. Users can navigate through the section and find advice on how to tailor their business to a segment’s needs and wants, access in-depth information on market statistics and learn how to harness potential sales.
It features practical tools including sales templates, tips and short-term action plans, providing the user with a one-stop guide to international sales research.