Our Audience
From a tourism perspective, we have a very clear target audience. We call them 'Cultural Seekers'. They are people who see travel as a way to enrich themselves, always seeking new experiences in new countries and they have enough money to go wherever they choose. We have isolated this segment and carefully developed the thinking and work for the Abu Dhabi brand through face-to-face workshops in the UK, Germany and France – our key source markets.
This group of luxury travellers are worldly and early adopters – the avant garde of any trend.
They want unique experiences that feed their sense of discovery. They reject the sameness that increasingly dominates their lives and much of the world’s travel destinations. The same daily experiences, same crowded beaches, same hotels and the sameness that comes from globalization.
They delight in participating in local custom rather than sitting on buses or packaged tours. Local first hand experiences off the beaten track are the most enriching.
They crave authenticity, exclusivity, quality.
They could be interested in Abu Dhabi for a number of reasons:
What they had to say about themselves:
"I'd go back to the ice hotel in Sweden - you went from one extreme to the other and it felt completely raw. No mobiles, eating reindeer it was something completely out of the norm of travelling and my everyday life" - Male, UK, 30+
"I love Canada because the people are genuinely interested in you and there's wide open spaces" - France
"I want to leave a place, it having touched me deeply enough to add to my personal growth" - Germany
"I'd want an Oasis experience - something completely unique" - Female, UK, 35+
"I want to get to know the world and new cultures, I want to experience history and touch it" - Germany
"The best holidays I have been on have been when I have been welcomed and included by locals, families. I love it when I'm welcomed by being introduced to customs" - Male, UK, 35+
"I want to feel included and connected with the customs and the culture. I don't want to go somewhere and sit in my hotel" - Male, UK, 35+