Unit 2 - LA D Flashcards
Consumer trends affecting the appeal of global destinations
- changing demographics
- changes to family structures
- changing lifecycle and tastes
- changes to holiday patterns
- increased concern over sustainability
Consumer trends affecting the appeal of global destinations - Changing demographics
Organisations must be familiar with their demographics
Consumer trends affecting the appeal of global destinations - Changing demographics
What are the different demographics?
Baby boomers
The grey market - particularly important to the industry
Adrenaline seekers
Millennials
Consumer trends affecting the appeal of global destinations - Changing demographics
Why is the grey market important to the industry?
the proportion of older people in the global population is growing rapidly
- In the UK, the grey market accounts for £320bn of consumer spending
- The increase in the number of silver surfers and grey rappers means that organisations must keep up with the demographics demand for internet bookings, interesting holidays and exciting new activities.
Consumer trends affecting the appeal of global destinations - Changing demographics
What does the increase in grey market mean?
-The increase in the number of silver surfers and grey rappers means that organisations must keep up with the demographics demand for internet bookings, interesting holidays and exciting new activities.
Consumer trends affecting the appeal of global destinations - Changing demographics
Why can the grey market be difficult?
- Because advertising that focuses on age or patronises older people will alienate them
- in addition, there is a huge variety in the needs of this demographic group
- destinations will focus only on providing quiet relaxation holidays will miss out on the sections of this demographic group who are still looking fro adventure and interesting experiences
Consumer trends affecting the appeal of global destinations - Changes to family structures
- intergenerational - older people with healthier lifestyles can go on these holidays
- nuclear families
- cruises and safaris are suitable for families and safaris provide some educational talks for children
Consumer trends affecting the appeal of global destinations - changes to family structures
How have cruises adapted to this?
- cruise holidays are rising in popularity with various demographic groups
- The newer ships cater for different generations holidaying together offering:
- supervised kids clubs
- activities for toddlers
- teenage clubs
- fun facilities
Consumer trends affecting the appeal of global destinations - changes to family structures
What accommodation is becoming popular?
- villas are popular for families especially intergenerational holidays
- this style of accommodation can provide the number of bedrooms that they need and allows them to do their shopping and cooking
- giving parents the opportunity to go out for a meal and other family members look after the children
Consumer trends affecting the appeal of global destinations - changes to family structures
How have some organisations adapted?
- some have embrace the intergenerational family market with specific brochures and packages aimed at multi-generational travel
- E.g. Tauck offers a fun family river cruise in France, with activities such as scavenger hunts at the Louvre, cycling around the versailles, tours of D-day beach and war cemeteries
Consumer trends affecting the appeal of global destinations - changing lifestyles and tastes
The growing trend for outdoor lifestyle holidays
- may be linked to nostalgia for simpler times or because of adventure tv programmes such as Bear Grylls
- described as ‘back to basics’ holidays or micro adventures and are popular with 16-24yr olds
- taking an activity holiday can be combined with spending a few days at a beach resort
- popular destinations include; Cuba, Mexico, Sri Lanka
