Target group – pleasure seekers: looking for enjoyment!

They are young or in the best years of their lives, earn an above-average salary and like to treat themselves to moments of exquisite pleasure. Pleasure seekers travel very often in order to balance out their intense professional lives, even if they just go away for a couple of days. They are looking for peace, relaxation and distance from their everyday lives, but they are also very interested in art and culture. Quality and service are the key criteria when they choose a holiday destination, even if they come at a price. Young and older pleasure seekers spend a lot more money on their holidays than other tourists. Plus – they are growing in number! This is one more reason to tempt them in greater numbers to take a holiday in Schleswig-Holstein!

Focus on target group: Pleasure seekers

• Single people aged 39 to 55
• Couples aged 26 to 55 without children
• Couples aged up to 55 with grown-up children
• High earners
• Proportion of the entire population: 9% and rising
• Go on more holidays and spend more on travel than the average person
   

Pleasure seekers attach particular importance to:

Peace, relaxation and distance from their stressful everyday lives are the main motives for this quality-oriented and goal-seeking category of guest to go on holiday. Pleasure seekers invest in quality and service – and they expect good quality for good money. The following are among their strongest motives to go on holiday:

• To get away from everyday life, to relax
• Fun, pleasure, enjoyment
• Fitness, time for one another, resting, lazing around
• To experience many things, variety
   

The following aspects are more important to pleasure seekers than to other customer segments:

• Enjoying local specialities
• Resting and getting lots of sleep
• Golf, sailing, shopping trips
• Being pampered, beauty and spa treatments
   

Accommodation and catering

Pleasure seekers prefer to stay in hotels and high-category houses, but holiday apartments, guest houses and holiday homes may also appeal to them – in which case it is vital that they are well equipped and well situated.
 

Their booking behaviour

Pleasure seekers, most of whom are well educated, have the Internet at home and make extensive use of it for planning and booking their holidays.