{"id":1199,"date":"2024-03-13T07:59:13","date_gmt":"2024-03-13T07:59:13","guid":{"rendered":"https:\/\/dividuals.be\/?p=1199"},"modified":"2024-03-13T08:01:28","modified_gmt":"2024-03-13T08:01:28","slug":"les-belges-en-vacances-du-neuf-a-lhorizon","status":"publish","type":"post","link":"https:\/\/dividuals.be\/fr\/blog\/les-belges-en-vacances-du-neuf-a-lhorizon\/","title":{"rendered":"Les Belges en vacances\u00a0: du neuf \u00e0 l\u2019horizon\u00a0?"},"content":{"rendered":"\n

Si elles ont longtemps \u00e9t\u00e9 pr\u00e9visibles sur bien des aspects, les habitudes de vacances des Belges semblent amorcer une mutation. Partent-ils plus ou moins souvent qu\u2019avant\u00a0? L\u2019avion et le all-in ont-ils toujours la cote\u00a0? Comment comprendre ces changements et adapter votre strat\u00e9gie\u00a0? SIRIUS Insight a men\u00e9 l\u2019enqu\u00eate\u00a0!<\/strong><\/p>\n\n\n\n

Un long fleuve tranquille ?<\/h2>\n\n\n\n

La strat\u00e9gie des professionnels du secteur des vacances s\u2019est longtemps repos\u00e9e sur le pass\u00e9. Si un client s\u2019\u00e9tait offert une croisi\u00e8re une premi\u00e8re fois, l\u2019ann\u00e9e suivante, il recevait, de mani\u00e8re assez attendue, des promotions sur\u2026 les croisi\u00e8res. Une formule qui semblait fonctionner. Mais cette d\u00e9marche est-elle la plus efficace ? Pour r\u00e9pondre \u00e0 cette question, c\u2019est au consommateur qu\u2019il faut la poser ! C\u2019est exactement l\u2019objet de cet article : confronter les id\u00e9es pr\u00e9con\u00e7ues \u00e0 la r\u00e9alit\u00e9 du consommateur belge.<\/p>\n\n\n\n

Les vacances, une question de moyens<\/h2>\n\n\n\n

Rappelons ce qui semble \u00e9vident : plus le niveau de vie est \u00e9lev\u00e9, plus la fr\u00e9quence des voyages est \u00e9lev\u00e9e. Ainsi, 60 % des Belges partent au moins une fois en vacances chaque ann\u00e9e, tandis que 13 % s\u2019en privent constamment. Des chiffres qui sont proches de la situation d\u2019avant la crise sanitaire.<\/p>\n\n\n\n

\"Graphique<\/figure>\n\n\n\n

Les profils aux revenus plus \u00e9lev\u00e9s sont, sans surprise, ceux qui d\u00e9clarent majoritairement partir 3 fois en vacances sur l\u2019ann\u00e9e. Ainsi, le sous-segment J37, \u00ab Familles tr\u00e8s fortun\u00e9es \u00bb, domine ce classement, avec 41% d\u2019entre eux qui s\u2019offrent 3 vacances annuelles. Au second rang, nous retrouvons le sous-segment H30, \u00ab Seniors de grand \u00e2ge en quartier ais\u00e9 \u00bb, qui affiche 31 %. Notons que le segment B, \u00ab L\u2019avenir en main \u00bb, ressort ici, comme sur l\u2019ensemble des autres questions. Il s\u2019agit de jeunes gens qui continuent de partir en vacances avec leurs parents, m\u00eame s\u2019ils ne vivent plus chez eux :<\/p>\n\n\n\n

Il est d\u00e8s lors int\u00e9ressant de pouvoir par exemple identifier, parmi vos clients, ceux qui disposent des plus hauts revenus ou qui sont int\u00e9ress\u00e9s par certains types de voyages pr\u00e9cis. Bien s\u00fbr, avec une base de donn\u00e9es classique, cela semble impossible, et pourtant, vous pouvez facilement identifier \u00e0 quels segments se rapportent vos clients en comparant les informations dont vous disposez \u00e0 notre segmentation avanc\u00e9e Dividuals\u00ae.<\/p>\n\n\n\n

Par exemple, si l\u2019on se penche sur les segments qui partent le plus fr\u00e9quemment en vacances, ce sont les J, \u00ab Prestige et abondance \u00bb et H, \u00ab Le temps de profiter \u00bb, avec une pr\u00e9f\u00e9rence pour les vacances au ski pour les premiers (jusqu\u2019\u00e0 20 %, soit plus du double de la moyenne), et les croisi\u00e8res (jusqu\u2019\u00e0 9 % contre une moyenne de 5 %) et h\u00f4tels (60 % versus 50 % de moyenne) pour les seconds.[1]<\/a><\/p>\n\n\n\n

Comme avant, vraiment ?<\/h2>\n\n\n\n

Si les Belges partent toujours autant en vacances qu\u2019avant la crise sanitaire, il est int\u00e9ressant de se pencher sur la nature de ces vacances. Nous constatons en effet une diminution notable des vacances en avion, avec une moyenne globale de -6 % entre 2020 et 2022.<\/p>\n\n\n\n

\"Vacances<\/figure>\n\n\n\n

Bien s\u00fbr, ces chiffres sont globaux, et s\u2019ils d\u00e9montrent un certain d\u00e9samour de l\u2019avion, ils doivent \u00eatre nuanc\u00e9s selon les diff\u00e9rents profils de vacanciers. D\u2019un c\u00f4t\u00e9, nous observons une \u00e9volution qui affiche -12 % pour le segment A, \u00ab Un jour apr\u00e8s l\u2019autre \u00bb et -11 % pour les I, \u00ab Ais\u00e9 et entreprenant \u00bb. Mais si ces segments semblent davantage d\u00e9laisser l\u2019avion, nous voyons que la baisse est nettement moins significative chez les G, \u00ab De nouveaux projets \u00bb, avec un \u00e9cart de seulement 2,9 %.<\/p>\n\n\n\n

Fait int\u00e9ressant, on constate que les vacances en voiture sont en croissance, avec une augmentation de l\u2019\u00e9quipement des m\u00e9nages, notamment \u00e0 Bruxelles. La peur du virus a sans doute \u00e9t\u00e9 plus forte que les mesures gouvernementales qui tentent de diminuer le nombre de v\u00e9hicules sur nos routes.<\/p>\n\n\n\n

Se baser sur le pass\u00e9, c\u2019est d\u00e9pass\u00e9<\/h2>\n\n\n\n

Nous l\u2019avons vu, les changements sont importants et s\u2019observent un peu chez tous les publics. D\u00e8s lors, se fier aux vieilles habitudes de vos clients pour anticiper leurs futures vacances repr\u00e9sente un pari risqu\u00e9.<\/p>\n\n\n\n

Cependant, ne vous d\u00e9barrassez pas votre base de donn\u00e9es clients pour autant. Utilisez-la pour identifier les segments auxquels vos clients appartiennent, et d\u00e9finissez ainsi les messages et m\u00e9dias les plus pertinents pour les cibler. Une fa\u00e7on d\u2019optimiser chaque euro investi, par exemple en envoyant une brochure aux clients ayant un taux de conversion plus \u00e9lev\u00e9, et en se contentant d\u2019un simple e-mailing pour les autres.<\/p>\n\n\n\n

Pour ce faire, SIRIUS Insight peut vous aider gr\u00e2ce \u00e0 Dividuals\u00ae. Notre segmentation repr\u00e9sentative de l\u2019ensemble des m\u00e9nages belges<\/strong> vous donne une vue d\u00e9taill\u00e9e \u00e0 travers 2.000 crit\u00e8res<\/strong>. Vous en apprenez ainsi davantage sur vos clients<\/strong> existants pour mieux comprendre leurs attentes et anticiper leurs futures envies de voyage. De plus, via un r\u00e9seau de partenaires, SIRIUS Insight peut vous aider \u00e0 entrer en contact avec des prospects qualifi\u00e9s et \u00e0 adopter une strat\u00e9gie de communication adapt\u00e9e aux sp\u00e9cificit\u00e9s de votre groupe cible.<\/p>\n\n\n\n

Contactez-nous pour un accompagnement personnalis\u00e9\u00a0!<\/strong><\/p>\n\n\n\n

\n\n\n\n

[1]<\/a> N.B. Comme indiqu\u00e9 pr\u00e9c\u00e9demment, les B (jeunes fra\u00eechement install\u00e9s) affichent un score \u00e9lev\u00e9 dans toutes les typologies de vacances en raison du fait qu\u2019ils partent avec (et gr\u00e2ce \u00e0) leurs parents. Nous les excluons donc de nos observations dans le cadre de cet article.<\/p>\n","protected":false},"excerpt":{"rendered":"

Si elles ont longtemps \u00e9t\u00e9 pr\u00e9visibles sur bien des aspec…<\/p>\n","protected":false},"author":2,"featured_media":1196,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[45],"class_list":["post-1199","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-profiling-fr"],"acf":[],"yoast_head":"\nLes Belges en vacances\u00a0: du neuf \u00e0 l\u2019horizon\u00a0? - Dividuals\u00ae by SIRIUS Insight<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dividuals.be\/fr\/blog\/les-belges-en-vacances-du-neuf-a-lhorizon\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les Belges en vacances\u00a0: du neuf \u00e0 l\u2019horizon\u00a0? 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