Arkenford is a specialist travel and tourism research company. Established eight years ago, Arkenford works with some of the leading tourist boards and destinations at home and abroad as well as commercial operators to provide the research about consumer purchase motivations and drivers that underpins effective marketing campaigns. Its ArkLeisure strategic marketing segmentation is used by many of the UK national tourist boards and destination management organisations in the UK.
Arkenford has developed strategic and tactical marketing tools including:
Travel Navigator is the only source of information that identifies and tracks UK consumers’ future holiday intentions. This study tracks consumer confidence, holiday booking and holiday planning of 1600 UK consumers every month and provides the industry with robust evidence to support product development and strategic marketing.
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The Grahams and the Fosters – do you know them? These two families are going to very different places for their holidays this year says Travel Navigator, a new report from Arkenford, the travel research specialists. www.arkenford.co.uk |  |
Traditionally segmentation schemes in the leisure market have been based on age, social class or life stage. These schemes are increasingly less able to predict people’s purchase behaviour or response to marketing.
Arkenford therefore developed ArkLeisure®, a value based market segmentation tool designed to assist tourism and leisure organisations to understand more about the motivations that drive UK consumers’ holiday and leisure choices.
ArkLeisure is now the premier segmentation tool for UK destination managers has been used in every UK region and is adopted by many regional development authorities.
Value based segmentations are very effective means of understanding consumer motivations and behaviour, but they all suffer from the need to know more about a person than is widely available through public data sets. This makes them difficult to use for targeted marketing.
To address this problem Arkenford have developed ArkZone® which is a targeting system for ArkLeisure® segments. It uses postcodes to identify 43 ArkZones rich in specific ArkLeisure Segments and distinguished by their holiday preferences and life circumstances.
Travel Xray is direct marketing tool that combines consumer behaviour, demographics and attitudes towards holiday taking. Information has been collected from 8.9 Million UK holidaytakers giving a much more targeted and accurate picture of your target market.
Arkenford can help you to target your electronic and postal marketing more effectively through targeted marketing lists.