Business Target Market

This is a mixed target market as it includes both domestic and international travelers. This business traveler market makes up fourteen percent of Brisbanes total visits throughout 2012 to 2014. (Tourism and Events Queensland 2012)

The primary focus for this market is: national associations established within Australia (Sydney, Melbourne, Canberra), international associations primarily targeting the UK and Europe with a secondary focus on the US, and national corporate travelers.

Geographic Positioning:

The secondary market for this category is international, however a heavy focus is yet again put on the Asian market as they have identified "International Incentives" in order to draw more clientele from China, and South-East Asian markets through the use of the "Brisbane in Asia" strategy. (Brisbane City Council 2012)

Phycographic Positioning:

This category of traveler is seen as a simple leisure traveler, and Tourism Brisbane is attempting to diversify this business traveler expenditures through offering more leisure activities which are pshycocentric in nature, often only including day trips to the surrounding areas with a focus on authentic and educational experiences. (Tourism Australia 2014)

Demographic Positioning:

These travelers are predominantly middle aged, and have no specific gender orientation. This traveler type is considered to have a higher than average income, however they have less time to focus on leisure activities, therefore this strategy focuses on high expenditures with shorter length of stay duration. (Tourism and Events Brisbane 2012)