Who we're talking to - the customer
TEQ targets domestic travellers who will generate a disproportionate share of OVE for Queensland. Those identified as High Value Travellers (HVT’s) engage in domestic leisure travel, spend more than the average traveller on leisure trips, and are aligned to Queensland’s competitive offering, indicating they are interested in having the types of leisure experiences Queensland has to offer.
In international markets, TEQ currently targets Experience Seekers. This segmentation is however currently under review by Tourism Australia (TA) and TEQ with a view to adopting our HVT approach in all TEQ source markets.
Source: High Value Traveller research commissioned with BDA Marketing Planning, 2017