Operations · 02
Who We Speak To
A fast writer reference. Describe what is known, never invent audience detail.
Writer reference — personas at a glance
| Persona | Segment | What they need | Avoid | CTA |
|---|---|---|---|---|
| The Cross-Generational Duo | B — Private Journey Design | Cross-generational coherence, shared cultural relevance | Favouring one generation's pace over the other | Discovery conversation |
| The Extended Circle | B — Private Journey Design | Logistics coherence across wide age ranges | A single fixed pace that exhausts or bores some travellers | Discovery conversation |
| Private Journey Referral Lead | B — Private Journey Design | Trust honoured with a clear process | Publishing client / referral details without permission | Discovery conversation only |
| Private Group Organiser | B — Private Journey Design | Reduced decision load, visible process | Ambiguous scope | Discovery conversation |
| Thoughtful Pair / Circle of Friends | Cross-segment | Cultural context, considered pacing | Checklist travel, status-heavy language | Awareness / consideration |
| Independent Cultural Immersion Seeker | A — Themed Group Journeys | Respectful cultural access, guided context | Spectator-style festival tourism | Awareness / consideration |
| Multigenerational Milestone Group | A — Themed Group Journeys | A trip that works across generations, tied to real meaning | Generic “family travel” framing | Awareness / consideration |
| Connected Family / Multigenerational | Cross-segment | Not yet researched | Unapproved family / accessibility claims | None — research stage |
| Design and Architecture Traveller | A — pipeline | Not yet researched | Implying a confirmed programme | None — research stage |
| Reflective Wellness Traveller | A — pipeline | Not yet researched | Therapeutic / wellness claims without review | None — research stage |
Note
Domestic Mexican traveller demand (SECTUR data: approximately 73% of Día de Muertos bookings) is a Strategy-level strategic flag, not yet a writer-facing persona — see Strategy Part II.
Single source of truth
Full profiles, evidence sources, research status, and validation questions live in the Brand Strategy & Communications Plan, Part II — Audiences. This page is the fast writer-reference only; if it and Strategy ever disagree, Strategy is correct.