The Brief
Peninsula Hot Springs has been a favourite for Victorians and tourists for years. However, recent changes in their offerings led to misconceptions. They aimed to improve the experience, refine their marketing, and enhance their messaging strategy to attract visitors and discover if it was possible to attract a new weekday audience.
The Solution
We conducted a comprehensive survey and analysed historical booking records and customer data which included cohort analysis, travel distance, and seasonal trends. By overlaying survey insights with booking data, we identified key customer segments and developed a research report with actionable insights.
The Impact
Our research unveiled long term repeat and new visitation trends, brand perception, product awareness and customer segment needs. These insights have informed major strategic decisions, including revamping their visitor experience and audience targeting, and the redesign of their brand and website.
Highlights
Collaborative objective setting and hypothesis formation
We collaborated with the Peninsula Hot Springs team through workshop to develop and refine the hypotheses to guide our research. From there we set clear objectives to define customer segments, understand what they value, their attributes, and differentiate between locals and broader audiences. We aimed to identify drivers, price points, benefits, and occasions influencing visitation.
Survey creation and data analysis
The hypothesis workshop laid the foundation for developing our detailed survey by helping us pinpoint essential questions. This ensured a targeted approach to uncovering insights. The survey, widely distributed, gathered 243,294 data points from 2,829 respondents, revealing key customer profiles and preferences. Additionally, we analysed 1.7M historical bookings using Python, uncovering patterns in lifetime spend, visit frequency, and peak times. This analysis enabled us to identify distinct customer segments based on major behavioural and engagement differences.
Final Report and actionable insights
In the final report, we laid out key insights from our survey and booking data analysis, covering customer behaviours, visitation times, spending habits, and differences between locals and holidaymakers. We also addressed our hypotheses with clear takeaways, like whether PHS is viewed as a premium experience or a special treat. The report included detailed insights with charts and data, and identified four distinct customer segments. This comprehensive overview enabled the PHS team to refine their marketing strategies and messaging to boost repeat visits and re-engage lapsed customers.
Harvey are data-driven, agile, responsive & showed care when considering the impacts to our business. Their insights were invaluable.
Ashlee Kay
