Peace and quiet is off the agenda. As Social Energisers, Rob and Sharon want to get back home revitalised not rested.
Social Energisers are young – 15 to 34 – and like to holiday in groups or as couples. A good example would be a group of 28year-olds
on a long weekend in Dublin, Cork or Belfast. They’re friends or colleagues, looking for a cool, exciting trip somewhere new
Rob and Sharon are Social Energisers. They really like having a laugh and sharing the adventure with their friends. They love new
experiences and exploring new places – the more out of-the-ordinary, the more exciting, the better. It’s great if there is lots to
do in a relatively small area, so they don’t have to plan too far ahead. They’re up for being spontaneous, as this often leads to
even more fun and laughter and a really great break.
As Social Energisers, Rob and Sharon want to be at the heart of it all – wherever’s social, wherever it’s happening. But their
deﬁnition of a good time is wider than just partying.
They’re also looking for interesting events, fun activities, gigs; and old pubs with good food, music sessions and conversation
with the locals. Always ready to try new things – exploring the city by day for its vibrancy and unique atmosphere, as well as
enjoying the nightlife – Social Energisers will go for something unusual as long as it has the ‘wow’ factor they’re looking for.
Enjoying the latest energetic, popular activities. They’re hungry for experience so they’re likely to be seen packing everything
in. At night this will include soaking up the lively atmosphere in a pub, checking out festivals, and enjoying entertainment with
a great vibe – whether on the street or in a club. During the day, Rob and Sharon will be out discovering the ‘in’ places to shop,
cool places to eat, and the best sightseeing opportunities.
They’ll be visiting attractions where fun is part of the deal and there are great things to see.
As Social Energisers, Rob and Sharon will most likely stay in a hotel close to the action. Some of them stay in B&BS and
guesthouses, as long as there’s a lot going on around them that’s new and different.
This is the most likely group to go to European cities and even further aﬁeld, in search of these kinds of experiences. They are
also more likely to take a shorter break of two or three nights than the average holiday-taker in the UK and Ireland.
Simon and Catherine are interested in all that a place has to offer and they want it to be authentic. They won’t
choose a brand or visit a place just to follow the herd. This is their own exploration and they really want to cover
everything, to ‘do’ a place.
As Culturally Curious, Simon and Catherine love to discover the history of a place, the art, the bookshops, the
museums. They and always ﬁnd ways of getting real insight. Independent, ‘active’ sightseers, they are looking to
encounter new places and experiences that are out of the ordinary.
Simon and Catherine like to feel that they have not only broadened their mind but also immersed themselves in a
place, giving their senses a holiday too – the sights, the sounds, the smells, the tastes.
They enjoy connecting with nature and getting off the beaten track. They like people to show an interest and educate
them – to feel they’ve connected. They really appreciate personal guides.
To party, to see things they’ve seen before, to do packaged or ‘laid on’ activities.
As Culturally Curious, Simon and Catherine are most likely to stay in a hotel, self-catering accommodation, or a B&B as long
as there’s a lot to see. They will usually choose somewhere with access to scenery and good walks.
Simon and Catherine take more short breaks than average, mixing short breaks in England with overseas travel. They are three
times more likely than the average holidaymaker to stay longer. However, they need to feel that a destination is truly diverse
otherwise they are unlikely to return for a while once they’ve been, preferring to move on to new discoveries.
The Culturally Curious are older – most are over 45 and more than a quarter are over 65. They travel as couples or
on their own. If they had children, they have grown up or left home. Typical Culturally Curious travellers would be
55 years old, taking a holiday with their partner.
Simon and Catherine are Culturally Curious. Their goal is to broaden their minds and expand their experience by
exploring new landscapes, history and culture. They are curious about everything and are delighted to discover the
world for themselves once again.