Bourne Leisure

Customer segmentation, proposition and positioning development for Haven Holidays

Working with the Haven & Bourne Leisure leadership teams, this project delivered an attitudinal market segmentation model. Aligning this new attitudinal segmentation with the existing behavioural and socio-demographic segmentations allowed a clear vision to be developed of target guest and what was important to these consumers.

In turn this lead to the development of new product and service propositions for the Haven brand. These included the new Adventure Villages and the Marina Lounge (including the Marina Bar & Marina Stage) entertainment venues which are being rolled out across the estate.

Haven has 41 holiday parks across England, Scotland & Wales.