In 2019, the European Travel Commission (ETC) partnered with Bloom Consulting to gain a better understanding of the needs and desires of specific Passion Communities target audiences including: Gastronomy Lovers, City Life Enthusiasts, Immersive Explorers, and Explorers of Cultural Identity and Roots. Due to the unexpected emergence of the COVID-19 pandemic, Bloom Consulting faced an additional challenge: identifying the change in behaviour of these passion communities and assessing the impact of the pandemic in the audience’s desire to visit Europe.
In order to do this, Bloom Consulting utilized D2 Analytics’ Software to develop a hyper segmentation profile for each passion community based on nationality and touristic preferences, and gathered data from 2018-2021 to understand the post-pandemic recovery and changes in touristic behaviour.
Thanks to the D2 Digital Demand © software, ETC was able to understand the tourist demand for each passion community and apply these insights to adapt their marketing efforts in light of the new reality after the pandemic. The data displayed the resilience of the ETC brand (Visit Europe) and the strength of Europe’s recovery, showcasing the highest growth in the post-pandemic scenario in comparison to its competitors.
