Profiling of tourism

Business challenge

Our client wanted to understand the support needs and growth aspirations of different businesses in the tourism sector of England. This also involved understanding awareness levels of the support they currently offer, and how best to communicate with the different persona types in the most efficient way.

What we did

  • We ran 100 semi-structured interviews lasting approximately 30 minutes.
  • The key tourism business targets were attractions, accommodations, and experiences throughout England.
  • We conducted CHAID analysis on the key questions to identify personas and created a profile around them.


Through the analysis we found 8 personas who differentiated around support needs and growth aspirations. We then created profiles detailing what each group were aware of, were looking for, and how they would like to be contacted. We were also able to analyse perceptions and usage of the client’s brand and understand what businesses were expecting from them.