Innisfree

Customer Analysis

Innisfree will primarily target two different customer profiles:

1. Sports and health enthusiasts:

The 2024 Outdoor Participation Trends Report shows that “at a 57% participation rate, a larger share of Americans participate in outdoor recreation than see a movie in a theater (43%), possess an Associate’s degree (52.5%), or eat breakfast daily: (35%).” While participation rates have increased from 51% in 2019 to 57% in 2024, the frequency of outings has decreased, indicating a trend towards “participants who approach recreation with more relaxed attitudes and expectations”, suggesting a surge in novice, social recreation. Meanwhile, the wellness tourism industry grew to $830 billion on 2023.

We intend to attract this high-spending demographic by providing extras that are of interest to this community and which will set us apart from the competition:

-Hot tub

-Sauna

-Cold Plunge

-Bicycles

-Snowshoes

-Juicer

-Herb garden

-In-floor heating

-Top of the line kitchen appliances

2. Artists’ Creative Retreat/Sabbatical:

In 2017, Forbes presented the company-sponsored sabbatical as a solution to professional burnout, and as of 2023, the percentage of organizations offering paid or partially paid sabbaticals has tripled. While some sabbatical takers preferred to stay home, many want to travel, or at least have a change of scenery while they focus on passion projects. SabbaticalHomes.com caters to this type of medium-term rental.

Innisfree has the right features to be an ideal location for them: