Core online age groups:
25-34, 45-54 age segments; ABs and those with small children
Wealthy achievers earning more than £50k per annum
Second Home Owners
With increasing number of visiting friends and relatives (VFRs)
Frequent Leisure/ Business travellers
Car Club Customers (e.g. streetcar.co.uk)
Car Hire Targeting Opportunities -
Freedoms (40% of UK Adults: 5.6m):
Enjoy driving and the freedom of the road and does not deem car hire to be bad value for money. Key target for the industry’s future expansion. Target: 45-54s and the 17-34s but with even socio-economic spread.
Practicals (31% of UK Adults: 4.3m):
Take a convenience based, rather than adventurous approach. Renting and attitudinal habits are fairly average. Target: over 65s and retired groups, lower income with young or no children.
Afraids (25% of UK Adults: 3.5m):
Enjoys freedom, but worries about driving in a foreign country. A third prefer to hire the same car they have at home. This group is also sceptical in regard to value for money. Target: 55-64, family stage with children in early teens.