Unit 2 - LA D Flashcards Preview

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Flashcards in Unit 2 - LA D Deck (11)
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1

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

2

Consumer trends affecting the appeal of global destinations - Changing demographics

Organisations must be familiar with their demographics

3

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

4

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.

5

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.

6

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

7

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

8

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

9

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

10

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

11

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