Segmenting travellers from the Netherlands by travel arrangements

Abstract

The European Travel Monitor indicated that Dutch travellers are taking more trips and in particular, long-haul trips of more than four nights. The continued increases in the number of trips by the Dutch are projected to grow from 9 million in 1990 to about 10.5 million in 1995. Additionally, an increase in holiday participation by the Dutch population is anticipated from 69.9 per cent in 1990 to about 74 per cent in 1995 for long holidays.' In this study, the travel arrangements of Dutch long-haul travellers were segmented into three groups — independent trips, escorted tours, and non-escorted packages based on four types of variables, sociodemographics, travel benefits sought, travel trip characteristics, and activity participation. By understanding and satisfying the motivations, needs, and expectations of specific groups of travellers, host countries interested in the Netherlands travel market can improve the effectiveness of their tourism marketing strategies. The results of the study indicated that many variables, particularly travel characteristics, could be useful in differentiating the three travel arrangement groups and represents a viable approach for segmenting the Netherlands travel market. Other factors such as trip and accommodation types and vacation activities, which distinguished the Dutch travellers' choice of travel arrangements, might be considered as other variables with which to segment the travel market in future research studies.