Visit Greenland’s market segment map was first devised in 2012. The model classifies tourists according to two criteria: their interest focus and their engagement level (or level of immersion). Read more about the original model here.
In the years since we first created the model, we have learned that tourism operators would benefit from a simpler model. A simpler version could be applied more quickly and easily to customers and products, and help to increase sales. We have learned that there are many tourists who do not identify with a division between:
so we decided to simplify the model along the engagement level spectrum. The new model simplifies the original one from 11 segments into 3 segments. These are:
All of the original 11 segments (now called personas) fit into the new, simplified model, thus:
The new, 3-part model is built according to different levels of ‘adventure’. We use this term because we want to market Greenland as a destination for adventure tourists. Adventure tourists are perfect for Greenland for 2 main reasons:
Adventure tourists leave on average 65% of their holiday spending in the destination according to the Adventure Travel Trade Association. Mass tourists, on the other hand, leave only about 14% of their holiday spending in the country, as most of the turnover is channelled out to international cruise, hotel and tour companies.
According to ATTA’s definition of adventure tourism, an adventure tourism experience includes at least two of the three following elements: physical activity, engagement with nature, and cultural interaction and learning (Graphics by ATTA):
As a result, you do not need to be physically active in order to be an adventure tourist – you don’t need to get lost in the wilderness or even to leave the city – cultural immersion counts as well. In short, when we talk about adventure tourists, we talk about tourists who want to put themselves out of their comfort zone in some way. The persona of ‘Ethnophile’, therefore, fits into the ‘Ultimate adventure’ segment, as this represents someone who really immerses themselves in the culture of the destination, by, for example, staying with a local family and integrating with their everyday life.
The ultimate adventure segment encompasses the personas Ethnophile, Authenticity Seeker, Extreme Adventurer and Wilderness Seeker. This segment comprises tourists who really like to immerse themselves in Greenland for days at a time – be that via a multi-day solo hike in the wilderness, a heli-ski adventure in the pristine Eternity Fjord, or a homestay with a local family in a small settlement.
The immersive adventure segment comprises the personas Globetrotter, Nature Lover, Culture Lover and Special Interest Adventurer. This segment includes tourists who like to get actively involved in Greenland’s nature and/or culture (through, for example, day hikes into the wilderness or helping to cook a Greenlandic barbecue on rocks at the edge of the fjord), but who like to come back to a nice hot meal and comfortable accommodation at the end of the day.
The soft adventure segment encompasses the personas Sightseer, Nature Appreciator and Culture Appreciator. This segment applies to tourists who do not like to engage in much physical activity, but who like to learn about and engage with the nature of Greenland, the culture of Greenland, or both, from a safe and comfortable distance.
The segmentation model is first and foremost designed to help us better understand the tourists who visit Greenland – why they come and what they are looking for when they travel. When we understand which tourists come to our destination and what kinds of activities they want to experience, we are able to:
The great thing about the new 3-part model is that we do not have to design distinct tourism products for each segment – many products can simply be adapted to fit the 3 different adventure levels. In the table below, we have provided some examples of how you can adapt some classic Greenlandic tourism products so that they have specific appeal to each of the 3 segments.
You can find detailed example itineraries separated by region and the individual segments in this sheet here.
| ACTIVITY | SOFT ADVENTURE | IMMERSIVE ADVENTURE | ULTIMATE ADVENTURE |
| Dogsledding/sled dogs | Meet the dogs, see them being fed, learn about their relationship with the Greenlandic culture and nature | 2 – 5 hours dogsledding experience | Multi-day dogsledding expedition that includes at least one overnight |
| Sailing | 2 hour sailing trip in a covered boat – e.g. fjord or whale safari | Comfortable sailing trip in which you sail to a spot, go on land and back again – e.g. fish and dish | Several hours sailing in an open boat, geared up |
| Cultural heritage & history | Museum visit / Guided bus tour / Souvenir/handicraft shopping | Guided town walk / Handicraft e.g. knitting/beading workshop / Historical reenactments | Multi-day package designed around handicrafts / Overnight hunting/ice fishing trip |
| Meeting locals | Any paid/organized activity where the tourist has a passing interaction with locals – e.g. at a museum/café/shop | Any extended interaction with local people – e.g. Kaffemik / Greenlandic BBQ. One of the main purposes of the activity is meeting and interacting with locals. | Immersion in the local community for at least one overnight – e.g. farmstay, accommodation in a local home, B&B. Could also be private rental of a typical local home and everyday immersion in the community. |
| Accommodation | Hotel or cruise ship | From hotels to hostels, and campsites close to towns. ‘Trying out’ more immersive accommodations (such as wild camping) for 1 night could also be immersive. | Multi-night stays with the locals (e.g. farm stays), or multi-night wild camping |
Food
(Tip: consider types of food, how the food is cooked, how the food is presented & consumed) |
Western style dining or cafés. ‘Non-controversial’ local produce (e.g. fish, muskox) if it is prepared in a familiar manner | Trying out local food items or specialities, where some of the species might be controversial (e.g. reindeer, musk ox, seal, blubber, whale) | Greenlandic food prepared in a traditional way that is very unfamiliar to foreigners, and can include controversial food items like whale, seal, walrus, polar bear |
A good starting point in applying the new segmentation model is to think about the tourists who come to your destination, or your typical clients/guests:
If you offer tourism experiences or packages, think about how you can tailor your products to better match the segments that you cater for:
Look at the marketing materials you currently use:
Remember that Visit Greenland has a large photo database where you can find photos to suit all the different segments.
Let’s take some photos as an example:
Photo title at photos.visitgreenland.com:
This photo is well suited for marketing material aimed at Soft Adventurers, as they can easily mirror themselves in the portrayed situation. The path is well-defined and flat, the weather is good, and they seem to be not too far from “civilisation”, since there are many other tourists around.
Photo title at photos.visitgreenland.com:
This photo is an excellent example of visuals that appeal to the Immersive Adventurers because it strikes the right balance between soft and hard adventure.
Photo title at photos.visitgreenland.com:
Ultimate Adventurers are looking for challenging nature experiences, and for that reason, they do not mind images where the weather is a bit rough – they want the real thing!
Photo title at photos.visitgreenland.com:
This very comfortable dining setting, with – what looks to be a western-style restaurant with waiters, fine dining and wine – is what Soft Adventurers most often are looking for.
Photo title at photos.visitgreenland.com:
This outdoorsy setting with cooking and eating outside by the fire is an example of a cultural and immersive food experience, although the food itself is quite familiar.
Photo title at photos.visitgreenland.com:
Ultimate Adventurers are definitively seeking authentic food experiences. They are not afraid to try the most unusual local food, such as gland, mattak or raw seal liver.
The new segmentation model is tailored to the 3 main adventure tourist segments of Greenland, based on the data we’ve collected through the years. Its simplicity makes it easy for you to adapt or develop effective and targeted marketing material and products.
Watch our Segmentation Video Guide for more guidance on how to use the segmentation model.
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