The Vineyard Voyages
Definitive Customer Dossier
An intelligence report on your customer base to guide strategic growth.
Section 1: The Vineyard Voyages Guest Profile
High-Level Overview: Your business is built on a foundation of 1,728 unique guests. The demographic profile is distinct, revealing a core audience that is mature, financially established, and predominantly female. This is your ideal customer profile.
1.1: Gender Distribution
1.2: Guest Distribution by Age Group
Granular Data Tables
Table 1.1: Gender Breakdown
| Gender | Number of Guests | Percentage |
|---|---|---|
| Female | 1,175 | 68% |
| Male | 553 | 32% |
Table 1.2: Age Group Breakdown
| Age Group | Number of Guests | Percentage |
|---|---|---|
| 31-40 | 383 | 27.8% |
| 41-50 | 367 | 26.7% |
| 51-60 | 279 | 20.3% |
| 21-30 | 144 | 10.5% |
| 61-70 | 145 | 10.5% |
| 70+ | 58 | 4.2% |
*Note: Age and Gender analysis is based on guests where this data was available.
Section 2: Geographic Footprint
High-Level Overview: Your business is hyper-local. The DMV is the undisputed heart of your customer base, indicating a powerful local brand and strong word-of-mouth referrals. The opportunity lies in deepening penetration in these core markets.
2.1: Top 5 States of Residence
2.2: Top 5 Counties of Residence
Granular Data Tables
Table 2.1: Customer Distribution by State & City (Top 3 States)
| State | City | Number of Guests |
|---|---|---|
| Virginia (Total: 461) | ||
| Alexandria | 121 | |
| Arlington | 88 | |
| Fairfax | 35 | |
| Woodbridge | 28 | |
| Springfield | 25 | |
| Other VA Cities | 164 | |
| Maryland (Total: 306) | ||
| Silver Spring | 45 | |
| Gaithersburg | 38 | |
| Bowie | 32 | |
| Rockville | 30 | |
| Upper Marlboro | 29 | |
| Other MD Cities | 132 | |
| D.C. (Total: 183) | ||
| Washington | 183 | |
Section 3: The Customer Journey
High-Level Overview: Your booking data reveals two clear personas: the meticulous "Planner" and the spontaneous "Adventurer." While the average guest books well in advance, the median time of 23 days shows that half your business is secured within a crucial three-week window before the tour.
3.1: Booking Window Breakdown
3.2: Planners vs. Spontaneous Guests
Granular Data Tables
Table 3.1: Booking Window Breakdown
| Booking Window | Percentage |
|---|---|
| 1 to 3 Months | 28% |
| 2 to 4 Weeks | 24% |
| Within a Week | 22% |
| 1 to 2 Weeks | 16% |
| More than 3 Months | 9% |
| Same Day | 1% |
Table 3.2: Average Lead Time (Days)
| Category | Sub-Group | Avg. Lead Time |
|---|---|---|
| Age Group | ||
| 21-30 | 32 Days | |
| 31-50 | 36 Days | |
| 51+ | 48 Days | |
| Location | ||
| DMV Resident | 31 Days | |
| Out-of-State | 46 Days | |
Section 4: Tour & Business Popularity
High-Level Overview: Your business thrives on weekends and experiences distinct high seasons in the late spring and early fall. The data shows a powerful and predictable rhythm to your annual demand.
4.1: Tour Popularity by Month (2024)
4.2: A Tale of Two Mays
Granular Data Tables
Table 4.1: Bookings by Month (2024)
| Month | Number of Guests |
|---|---|
| October | 215 |
| September | 198 |
| May | 188 |
| August | 154 |
| July | 140 |
| November | 112 |
| June | 95 |
Table 4.2: Bookings by Day of Week
| Day | Number of Guests | Percentage |
|---|---|---|
| Saturday | 1,288 | 74.5% |
| Sunday | 397 | 23.0% |
| Weekday | 43 | 2.5% |
Section 5: Group Dynamics & Loyalty
High-Level Overview: While most *bookings* are for individuals, the majority of your *guests* actually arrive as part of a pair or small group. This distinction is crucial. Your repeat customer base is small but demonstrates the potential for building a loyal following.
5.1: How Guests Arrive
5.2: The Customer Loyalty Funnel
Granular Data Tables
Table 5.1: Guests by Group Size
| Arrived With | # of Guests | % of Guests |
|---|---|---|
| Solo (Booked for 1) | 798 | 46.2% |
| A Partner (Booked for 2) | 572 | 33.1% |
| A Small Group (3-4) | 221 | 12.8% |
| A Large Group (5+) | 137 | 7.9% |
Table 5.2: Repeat Customer Breakdown
| Number of Tours | Number of Guests |
|---|---|
| 5 Tours | 1 |
| 4 Tours | 2 |
| 3 Tours | 7 |
| 2 Tours | 52 |
Section 6: Strategic Recommendations
1. Embrace Your Core Demographic.
Target marketing directly at **women aged 31-50** in your top 5 counties. Use imagery and language that speaks to this audience. Feature testimonials from this group on your website and social media.
2. Implement a Dual-Track Marketing Calendar.
For your local DMV audience, run campaigns (emails, social ads) from **Tuesday to Thursday**. For your national audience, focus ad spend from **Friday to Sunday** to catch them when they are planning trips.
3. Lean into Your Peak Seasons.
Develop premium, themed packages for **September and October** (e.g., "Autumn Harvest VIP Tour"). You have proven demand in this period, which gives you pricing power and the ability to upsell.
4. Cultivate Your Repeat Customers.
Create a simple loyalty program. After a guest's second tour, send a personalized email offering a small discount on their third booking. Acknowledging and rewarding loyalty is the best way to grow your base of "super-fans."