---
title: "Market segmentation for a leisure travel company | antedote"
description: "Market segmentation for a leisure travel company: a survey of the wider holiday market, segments built with its insight team, sizing and a typing tool."
url: "https://antedote.com/explore-our-work/a-market-segmentation-for-a-travel-brand/"
author: "antedote"
---

# Rebuilding a leisure travel company’s view of its market

A leisure travel company plans its commercial year around a view of who its customers could be, and that view was due to be rebuilt. We surveyed the wider holiday market and built the segments with its insight and data science team.

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**Client**
Leisure travel company

**Industry**
Travel and leisure

**Market**
One European market

**Kind of work**
Segmentation

**Our role**
A market segmentation and headroom sizing, built with the client’s insight team

## What happened next

The company commissioned a refreshed market view from us the following year, with the market sized again through the same segments.

## The question

A leisure travel company plans its commercial year around a view of its market: who its targets are, which matter most and how far it can grow.

Earlier versions of that view had served the business for years, and the market had moved on since. The company wanted segments its whole business could name, size, target and tag, from marketing to its database and its tracking, and a practical way to find the people in them.

## Our approach

We surveyed the wider holiday market as well as the company’s own guests, because many of the people it could win were not yet customers.

The statistical solution started wider than any business could use, and we consolidated it with the client’s insight and data science team into segments every part of the business could work with.

Market sizing then put a size on each segment and on the headroom within it, so the segments could be weighed on value as well as described.

## What the team came away with

The segmentation came with portraits of each segment, a sizing of the market and its headroom, and an interactive data tool for the client’s own questions.

Each portrait was written to be understood well outside research, so teams across the business could recognize the people in it.

A typing tool followed, built on a short set of questions, so people taking part in future research could be placed in a segment from their answers.

Because the client’s team had shaped the consolidation with us, the segments were described in terms the business already used. Marketing, planning and the insight team could now carry one view of the market into targeting, tracking and planning.

Who we heard from

People who holiday abroad and would consider the company’s kind of holiday, with extra depth among the company’s own guests

## Related work

[View segmentation case studies](https://antedote.com/explore-our-work/?work=Segmentation#library)

- Sports and live events

    ### [Segmenting a venue’s members from its own records](https://antedote.com/explore-our-work/segmenting-a-venues-members/)

    The client changed its email schedule by segment, and reports that the segments informed its brand positioning and its planning of events.

- Home services and energy

    ### [Setting a heating company’s target customers](https://antedote.com/explore-our-work/home-heating-customer-segmentation/)

    The client’s media agency planned around the priority segment, and the company commissioned further research on its service and finance offers, read through the same segments.

**What we do**
[Customer segmentation](https://antedote.com/what-we-do/customer-segmentation/)

**The thinking behind this**
- [Can you reach the customers your segmentation recommends?](https://antedote.com/thinking/can-you-reach-your-priority-segment/)
- [Who isn’t in the research?](https://antedote.com/thinking/customers-your-research-brief-leaves-out/)

## Working out which customers to build for?

We’d be glad to talk it through with you.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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