We have overlapped with psychographics several times in analysing the segmentation variables above but now we must go back to a specific target market briefly mentioned above, the Yummy Mummy market. This is a relatively new way of psychographically profiling women from ABC1 socioeconomic backgrounds and who tend to be in the mid-40s age group. In terms of position in the family life-cycle, they are usually Full-nest 1 or 2 and, with respect to the consumer decision-making model, take responsibility for organizing family holidays but are also in the market for some personal luxury/quality time. This target market has proven to be very lucrative for the spa entrepreneurs in particular (most facilities are based at heritage sites/hotels), both in the UK and other parts of Europe such as The Netherlands, Belgium, Hungary and some Scandinavian countries where traditional /period buildings and landscapes are often used to house the latest in health and beauty provision; they are always premium priced leisure options (see Insight 3.3).

The business to business (B2B) market, which is also a significant target market for these types of venues will be discussed more fully later in the chapter.