DMOs face a unique challenge. Your visitor types and interests are as unique as your city theyre international, in the next state over, and right in your own backyard. So how do you use your website to reach this diverse audience who has different interests, different needs, and different methods of planning their visit?
First things first, lets segment your audiences into primary visitor types. The audience segmentation process allows you to divide your large group of visitors into subgroups based upon their geolocation, their interests, their previous experience with your destination, and the media that they use.
If it helps, some DMOs create traveler personas for each of their audience segments. These might include the following:
For each of these audience segments/personas, it may be helpful to define them by answering the following questions:
To get some help defining your personas, or to confirm that you’re on the right track, ask us for your free intelligence report.