Communication Channels to Segment Pleasure Travelers

Communication channels as a segmentation base provide a way to understand what kind of information sources travelers use, and whether potential travelers in different groups vary in terms of socio-demographics, travel characteristics, media habits, and psycho-graphic behavior. Using cluster analysis, four groups of communications channels are identified for United Kingdom long haul pleasure travelers: word-of-mouth, brochures/pamphlets, travels agents, and combination packages. Results show that this segmentation is viable and that implications exist for promotional strategies, distribution channels, and market positioning.