Visitor profiles

NBTC has produced a segmentation model to help link the Holland experiences (PMPCs) to promising groups in the market. These are people about whom we possess useful information: what makes them want to come to the Netherlands and what they consider important while on holiday. Our segmentation model pinpoints relevant data of visitors and potential visitors. Information includes reasons for visiting the Netherlands, travel behaviour, lifestyle and media preferences. This enables us to match the PMPCs to the visitors most interested in them. Based on international research conducted by NBTC and the Motivacation research agency, we have defined five visitor profiles.

Traditional empty nesters

This is a large group of mainly over 50s nearing the end of their working life. They like nostalgia and certainty and are loyal. They are also locally oriented and focused on passive enjoyment. They have a relatively large amount of free time and an average income.

Happy families

These are families with school-going children. They lead a regular life in which certainty is important. Family comes before career. There is often a traditional division of roles. This mentality group is materialistic and status-sensitive. They have an average amount of free time and income. 

Upper class quality searchers

These are predominantly families for whom quality of life is paramount and who surround themselves with comfort. Work provides this group with identity and status. The families lead a busy life, are interested in politics and keen on history.

Postmodern life enrichers

This is a group made up of people of different ages (but with a slight overrepresentation of the 35-44 age bracket) who are receptive to innovation and change. This mentality group is tolerant, seeks a balance between work and private life and devotes attention to immaterial values. They are postmodern life enrichers with an international outlook and a focus on experiences.

Status-aware career hunters

Making a career is the main driver for this group. Status-aware career hunters are individualistic and receptive to innovation and change. They are impulsive and like adventure, unfettered by tradition and standards and internationally oriented. This group includes many people aged 20 to 30.

Download Segmentation model visitor profiles [2MB]

More about our marketing strategy

Holland branding
Seven Holland experiences
Use of Holland logo