New target group analysis: Lüneburger Heide gains insight into day visitors
New target group analysis: Lüneburger Heide gains insight into day visitors
New insights into the day tourism industry of the Lüneburg Heath
The Lüneburger Heide GmbH has made significant progress in the analysis of day tourism. The region can now identify targeted target groups among visitors, which has far -reaching implications for local companies. This new data is considered crucial for the further development of marketing strategies in the region.
The economic importance of the day tourists
day tourists are of enormous importance for the local economy. A look at the figures from 2019 shows that they generated sales of 824 million euros in the Lüneburg Heath. Of this, over half of the income flowed into retail and services, while the rest benefited from the hospitality industry. This illustrates how strongly local companies, including bakeries and restaurants, benefit from these visitors.
challenges in marketing
Before the introduction of precise data, it was difficult for Lüneburger Heide GmbH to develop effective marketing strategies. Ulrich von der Bruch, managing director of the GmbH, emphasizes that, unlike overnight guests, day tourists do not leave any tangible traces. This made it challenging to understand their movement patterns and preferences.
first use of movement data
In cooperation with an agency that specializes in geo-marketing, Lüneburger Heide GmbH has now started to analyze movement profiles of day tourists. The data collected comes anonymously via apps that are used regularly and show interesting trends. For example, the data originated from the data could be precisely assigned to visitors.
results and trends of analysis
The analysis based on data from 2022 has provided some surprising knowledge. Visitors from Schleswig-Holstein are disproportionately represented, while Hanover attracts three times more day tourists than Bremen. As expected, Hamburg provides the highest number of day visitors. Many of these day trippers are ready to take up to two hours of car driving to explore the Lüneburg Heath.
conclusion: a clearer picture of day tourism
Thanks to this thorough data analysis, Lüneburger Heide GmbH can now provide clear information about visiting numbers and potential for each district in Germany. "The day guest got a face," said the break. These findings flow directly into the marketing strategies and product design, which means that the region's advertising budgets can be used more effectively. The detailed information also enables a deeper consideration of specific cities or areas and thus make a valuable contribution to the further development of day tourism in the Lüneburg Heath.- Nag
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