Audience persona · v1
Heritage Day Tripper
Culturally curious adult, often with grown children or empty nest, who treats a day out as an experience to be savoured and shared.
Demographics
45-70, household income GBP 50k+, suburban or city-edge UK, often retired or semi-retired
Psychographics
Values craftsmanship, history and "doing things properly". Reads novels, listens to Radio 4. Quiet pride in being well-informed.
Media consumption
Times, Telegraph, Country Life, National Trust magazine. Instagram for inspiration, not posting. WhatsApp groups with friends.
Values & drivers
Continuity, authenticity, education, story. The feeling of being let into something.
Pain points
Crowds. Corporate venues. Anywhere that feels processed or commodified.
Decision triggers
A specific story or angle they hadn't heard before. A friend's recommendation. A review in a trusted paper.
Content preferences
Long-form storytelling, beautifully shot photography, expert voices. Earned editorial over paid ads.
Trust signals
Heritage credentials, expert curators, name-checks in broadsheets, before-and-after restoration shots.
In their words
"I just love places that haven't been Disneyfied."
"We'll make a day of it - lunch nearby too."
"I saw a piece about it in the Telegraph weekend section."