Hamilton Island – Visitor Experience Study

March 1, 2013 · Travel & Transport

This study was conducted on behalf of the Hamilton Island Management Board.

Key objectives were to understand visitors’ expectations (versus actual experience) of Hamilton Island in terms of offering, as well as unique propositions. Also, to better understand key characteristics of market segments.

Key deliverables included:

  • Highlight areas that should be prioritised in order to improve the visitor experience
  • Key drivers for increasing customer retention, loyalty and advocacy
  • Customer segmentation (needs & attitudes amongst customer clusters)
  • Long term strategic initiatives

The research fed directly into Hamilton Island’s strategic marketing plan and included concept testing, value proposition testing and in-depth visitor motivations understanding.

Note: this study was conducted by MarketScape consultants while being employed by another research firm