The purpose of the study is to investigate the motivations behind taking a holiday, identify different travel consumers, segment the tourism market (culture, sport, business, leisure, cruise, wellness etc.) in a way that is practical and meaningful for tourism marketers in the CBC region. This study creates a detailed and action-driven marketing segmentation and analysis in order to understand the target market for the online people-to-people platform in the CBC region as well as possible. Having an early understanding of the target market is crucial for the successes of the platform and will help the tourist providers to offer the right things in the right way in order to match the expectation and satisfy the needs of the end users.