The marketing plans drawn up for Jerseys’ key markets bring together a wealth of information including target markets and their profiles, factors and trends influencing travel, transport routes from that market, marketing activity by Jersey Tourism and market prospects.
UK Visitor Profile / Target Audience
The value of the UK Tourism market to Jersey is over £118m, 74% of visitors to Jersey are staying leisure visitors from the UK, with an average spend of £476 per visitor.
From research conducted on behalf of Jersey Tourism, the visitor profile can be broken down, as follows:
- 69% of visitors travel with a partner and no children
- 81% travel by air
- 47% are first-time visitors
- 29% book within one month
- 37% book within 1-3 months
- Average stay is 4.7 nights
- Average age is 56
Top 5 MOSAIC Groups:
- Symbols of Success
- Rural isolation
- Suburban Comfort
- Grey Perspectives
- Happy Families
Top 5 Regions where visitors travel from:
- London
- Midlands
- Southern
- Lancashire
- Yorkshire
Source: 2010 Annual Report
Regional mapping of Jersey Tourism’s visitor database continues to highlight key ‘hot spot’ areas to be targeted throughout the UK, which will be taken into consideration when purchasing media and undertaking any direct marketing activity.