Segmenting your Markets

ArkLeisure™ is a powerful value based consumer segmentation system which is currently used extensively across the UK as well as by an expanding number of overseas destinations that wish to target the UK market. It is a value based segmentation that identifies the motivations and purchase drivers that influence people’s leisure choices in tourism as well as in what activities they undertake. This include data relating to restaurants, pubs and retail preference and media uptake. More than 150,000 UK residents have now been segmented using the system.

Segmentation schemes in the tourism and leisure market have traditionally been based on age, social class or life stage. Given the increasing flexibility and choice people have these systems are increasingly less able to predict people’s purchase behaviour or response to marketing. ArkLeisure™ can compliment or replace these approaches allowing clients to target customers on the basis of their values and aspirations.

The ArkLeisure™ system divides the UK market into eight value-based segments. The segments can be described in relation to two core values;

• The extent to which people embrace or resist innovation
• The extent to which they are influenced by mass culture and peer pressure.