About

Summary 

Self-drive tourists are characterised by being adventurous and enjoy taking part in specific activities when they travel, such as nature and wildlife tours, adventure experiences and food and wine trails. They enjoy having the freedom to make spontaneous decisions and prefer flexible itineraries and there are many opportunities for tour operators in developing countries to reach them. Acorn Tourism was commissioned by the CBI to undertake thorough research to help them understand and target this valuable market. 

Our Approach 

Acorn Tourism’s extensive primary and secondary research into the self-drive tourism market outlined the main characteristics of the self-drive tourist and identified the main European markets, and the key destinations for self-drive holidays. The study provided detailed segmentation of the market and types of self-drive tourist and outlined motivations and behaviours to provide valuable research information.  Mandatory requirements, sustainability and additional requirements such as clear communication and safety and security were provided to help the tour operator make the right decisions when choosing to target this market. Sales channels were identified and a range of competing destinations profiled to provide best practice examples and context.

This study is one of many detailed business guides aimed at SMEs in developing countries commissioned by the CBI, Netherlands Enterprise Centre, a long-term client of Acorn Tourism. 

Outcome 

Acorn Tourism’s guide to help local tour operators all over the world target the European self-drive market provided a wide range of tips and practical advice, along with detailed research into the market of European consumers.