23-043 Bijlage 6. Factsheet Achievers (quality seekers)

Glocalities model - Global

We call them: Quality Seekers

Glocalities Model*

Motivaction International developed the Glocalities model. This model is based on two fundamental dimensions which are highly explanatory for value differences between consumer segments. Psychological dimension (horizontal axis): shows whether people are focused on a sense of belonging and familiarity or whether they are more exploration and change-oriented. Sociological dimension (vertical axis): shows whether people are more focused on control and obedience or whether they are more oriented towards the freedom to make individual choices. The Glocalities analysis results in five international target groups.

Socializers Sociability seekers who love entertainment, freedom and family values.

Germany Belgium

The global model is based on data collection in 24 countries

Family-oriented people who value traditions, etiquette and organized life.

15% 9

18% 14% 9

Creatives Open-minded idealists who adhere to self-development and culture. Data source markets

The results presented in this factsheet are average results for the Quality Seekers in these 24 countries, which makes it a global description of this target group.

* More information on the Glocalities model can be found on: www.glocalities.com.

23%

35%

27%

23%

France

24%

13%13%

26%

24%

Sweden

31%

8 11%

14% 18% 15%

Italy 12% Russia

31%

5

12%

42% 25%

16% 14%

USA

21%

24%

5

37%

14%

37%

15%

27%

18%

18% 10% 26%

Canada

31%

25%

20%

16% 20%

19%

29% 38%

16% 18% 11%

Japan

7 16% 14%

India

14%

46%

4 26%

20% 13%

SouthKorea

Challengers

17%

13%11%

China 3 20%

Entrepreneurial networkers who focus on family and community life.

29%

26%

Brazil

Achievers

29%

UK

Spain

Conservatives

Competitive careerists, fascinated by money, taking risks and adventure.

Size of the Glocalities segments per country

Indonesia

7

38%

24%

28% 39%

13%

43%

27% 38% 6 13

Quality Seekers – socio demographics - global Age

Gender 12%

55-65 years

48%

23%

35-44 years

52%

employed part time

10%

selfemployed

14%

not working

12%

student

11%

27%

25-34 years

19%

18-24 years

Material Status

Quality Seekers are highly educated, often married, have children and earn above average. Besides the somewhat older Quality Seekers, there also a fairly large group of younger people that fit this lifestyle group.

53%

married

27%

single

13%

Income $

16%

$$

18%

$$$

19%

$$$$

17%

5%

$$$$$

widowed

1%

Unknown

Children

5%

retired

divorced

62%

48%

employed full time

18%

45-54 years

in a relationship

Work

21% 9%

Education

Green: represents significantly higher than the global average of all five Glocalities segments together Red: represents significantly lower than the global average of all five Glocalities segments together

* The Quality Seeker segment is based on the Achiever segment of the Glocalities model.

11%

48%

42%

Quality Seekers - general characteristics - global Life Style & Values These status-oriented networkers seek a balance between belonging and traditional values on the one hand and social change, material progress and personal success on the other hand. Although they work hard to reach ambitious goals they also attribute great importance to family and human relations. Quality Seekers like luxurious products or products which have a intriguing story to distinguish themselves. Also important are a fit body & mind.

Western  Asian Quality Seekers Basically, there is no difference in life style and values between the Asian and Western Quality Seeker but there are cultural differences that affect their travel behaviour. More than the Western Quality Seeker the Asian Quality Seeker wants to show his wealth and is therefore more focused on for instance luxurious brands/ brand shopping.

Media use Above average use of (social) media, TV programs about lifestyle and business/finance

Highest scoring Facebook

77%

YouTube

49%

Whatsapp

46%

Distinguishing values Relatively MORE important:

Ambitious

Succesful

Authority Glamorous

* The Quality Seeker segment is based on the Achiever segment of the Glocalities model.

Self-confident

Relatively LESS important:

Compassion Frugal Carefree Curious

Freedom

Quality Seekers - travel characteristics - global

Travel behaviour & needs

Quality Seekers travel abroad often and nearly one in three is planning to visit Holland in the next 5 years. When travelling they are very demanding regarding their preferences. Being relatively more family oriented, part of the Quality Seekers will travel with small children. Therefore they are less willing to take risks in what they see and do. For themselves and their family they want the best so they are willing to pay more for high quality, good services and a special treatment.

Travel motivation

They trust established brands, shop in upscale stores and eat in good restaurants. Also, personal attention and easy arrangements are important because time is precious.

Quality Seekers are busy professionals and traveling is a chance to relax and spoil themselves. They are demanding travellers seeking for high quality and a special treatment. High-quality services, convenience and exclusive experiences give the real holiday feeling. They love to enjoy in style. But it is also a good moment to enjoy family life. Therefore added values for the whole family are appreciated.

During traveling they focus on the must sees including interesting and cultural sites. Not only for their own pleasure but also to show off, especially in the case of the Asian Quality Seekers. For the Western Quality Seekers, places that cater to mass tourism are less popular.

Why Holland? “The Netherlands is an innovative, wealthy and compact country what is easy to discover and very suitable for a short stay. It has good, luxurious facilities and is easily accessible.”

“Holland has many must sees. Besides the traditional icons as windmills, canals and tulips there are famous museums with pictures of the Dutch masters and many historical sites.”

A platform like Uber, which signifies convenience, comfort and saving time, is relatively popular among them. •

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Online channels are important for travel orientation, but also TV programs and websites. When it comes to purchasing vacations, online is the most important channel.

Media & travel