Personas from the lifestyle finder.

Demographic data alone are no longer enough to define your target group. The Leefstijlvinder is ideal for the tourism industry and divides the Dutch population into seven segments. So not on the basis of age or family composition, which we did 30 years ago, but on the basis of their values and motives that largely determine their attitude and behaviour in leisure activities. The lifestyle finder model is based on the basic BSR™ classification and focused on the leisure sector.

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In this series of blogs, marketing professional Edwin van der Woude of Het Regiobureau takes us into the world of focus groups, and what we can learn from this from the leisure and travel industry. In previous posts, we have told about the importance of focus group segmentation, how focus groups are segmented, and value models deployed in the leisure sector. In this blog, we will introduce the different personas from the Lifestyle Finder model.

A quick round of introductions. You may already be able to determine a little bit about which target group best suits your company or which target group(s) you would like.

Adventurer Maika - I get everything out of life

For Maika, free time is the time when she can develop herself. She wants to experience new things, enjoy doing her own thing and also doesn't mind going on holiday alone. She does prepare well for her holidays, but also likes to leave some things to chance. At her holiday destination, Maika likes to mingle in the lives of locals and can get by with few comforts and luxuries. Maika is committed, intelligent and enterprising. She prefers to stay in small accommodations, such as B&Bs, boutique hotels and AirBnBs. She is interested in culture, both history and contemporary customs and habits at her destination.

Funny Roxanne - A day without laughter is a day not lived

Roxanne is a cheerful, spontaneous aunt. In her spare time, she just wants to have fun, clear her head, be entertained. Not to make the world a better place, that's more for Maika, but just to be entertained. Roxanne likes to be in the company of her friends or family, as long as it is fun. She often goes out: day out, going out, a city trip or holiday to the sun. She is not so critical of the destination, as long as there is room to have a good time.

Harmony seeker Lieneke - If the kids are having a good time, I'm having a good time too

Lieneke is a warm and sociable person. She is very sociable and tends to put herself in the background. Harmony in her family and relatives is the most important thing in life. Free time is all about being together, doing things together; going to the swimming pool, a zoo or a playground. It all doesn't have to be too crazy and challenging. Because she wants to make sure everyone has a good time, she prepares trips well. In doing so, she also pays attention to cost, something Roxanne, for instance, does not care that much about. Lieneke is not demanding of herself. She arranges everything, takes care of the others and creates a good atmosphere.

Connection seeker Hans  - enjoys the little things in life

Hans is a socially engaged person. Commits himself in his spare time to helping others, does voluntary work and is involved in club life. He likes to go out with his family or friends. He enjoys walking and cycling in nature and regularly visits museums. He also likes to travel around during holidays, so he doesn't have to stay in one place all the time. Hans does like to choose more reputable / well-known places as accommodation; then you can be sure that it's good. And if he likes it, he likes to come back. Hans enjoys the little things in life. 

Rest seeker Bert  - Prefers his own familiar surroundings

Bert finds peace and regularity very important. Wants to relax in his own familiar surroundings in his free time. Also likes to stay at home in his free time. A bit of gardening, chores around the house... Bert doesn't need much to enjoy himself. When he goes on holiday, he prefers to stay close to home and to a familiar place. Therefore, Bert often has an annual camping pitch or his own cottage in a park. Bert does not undertake much during his holidays. Goes through the day with a fixed pattern. Reads a book, does a puzzle and occasionally goes for a bike ride, walks through a park and visits a nearby village. Bert wants no fuss during his holidays, but peace, space and regularity.

insight-seeker Jacques  - Eager to learn and experience

Jacques is a thoughtful and intelligent person. Does not mind being alone, is businesslike and balanced. Jacques is very interested and also likes to know a lot about subjects; he wants to develop himself and learn in his spare time. He does not like places with a lot of people, he avoids them. He likes to go to museums or cultural-historical places. Free time is also a time for reflection for Jacques. He likes to go his own way and does not easily conform to the wishes of others in his travel company. His own wishes are leading. Jacques' free time is valuable; it must be spent well. Jacques is very subdued and is very fond of his privacy.

Stylist Danielle  - Looking for comfort and challenge

Daniëlle is intelligent, athletic, confident and goal-oriented. A business-minded type. She knows what she wants. She sets high standards for herself, so she may do the same to others during her holidays. She is fond of luxury and comfort, when she is free she likes to be pampered. She does not join crowds, likes to have something different from others. She likes to have new experiences, to be stimulated. Daniëlle often goes out: city trips, trips to distant countries. But not with a tent or folding caravan. She does like to stay in a comfortable hotel with good facilities. She doesn't mind paying a bit more, as long as it's good.

Tip: all data is available

On leefstijlvinder.nl you can find all sorts of things about the different lifestyle segments. If you create an account, you can go very deep with analysis and can even upload your own customers' postcodes to see how the different segments are distributed across your customer base. And don't worry about the cost... it's already paid for by nine provinces.