Jan Hecht is Director of Research & Consulting at the SINUS Institute and is primarily responsible for the Heidelberg office. He provides an introduction to the well-established Sinus Milieus model and illustrates how target groups are changing in terms of values, lifestyles, and leisure preferences. Focusing on milieus with growing societal relevance, he offers practical insights into travel behavior and vacation motives – a valuable foundation for targeted communication and product development in the tourism and leisure sector.