TARGET GROUP ANALYSIS Demographic target group information
TARGET GROUP ANALYSIS Demographic target group information
animare projektmanagement tourismus, Inhb. Romy Sommer Rosa-Luxemburg-Straße 14 18055 Rostock Tel. +49 381 440 49 50 Fax. +49 381 440 49 49 E-Mail: [email protected] / [email protected] Web: www.animare.net
1
1
GENERATION 50+ .......................................................................................................................... 3 +
1.1 SELF PERCEPTION OF 50 GENERATION ....................................................................................... 3 1.2 AGE DIFFERENTIATION ................................................................................................................. 3 1.3 ACTIVE, CONSUMPTION-ORIENTED AND SOPHISTICATED................................................................. 3 1.4 INTERESTS - POPULAR TOPICS READ IN MAGAZINES ....................................................................... 3 1.5 INCREASING HEALTH CONSCIOUSNESS WITH ADVANCING AGE ........................................................ 4 1.6 CONSUMER PREFERENCES .......................................................................................................... 4 1.7 TRAVEL PREFERENCES OF THE GENERATION 50+ ......................................................................... 5 1.7.1 Travel orientation and types of vacations .......................................................................... 5 1.7.2 Travel behaviour ................................................................................................................ 5 1.7.3 Requirements for their holiday........................................................................................... 6 1.7.4 Communication requirements in Marketing: ...................................................................... 7 2
FAMILIES......................................................................................................................................... 8 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12 2.13
PLANNING PREFERENCES ............................................................................................................ 8 TRAVEL PREFERENCES ................................................................................................................ 8 TRAVEL TIME ............................................................................................................................... 8 ACCOMMODATION ....................................................................................................................... 9 REQUIREMENTS FOR A CHILD FRIENDLY OFFER.............................................................................. 9 HOLIDAY PERIOD ....................................................................................................................... 10 INTERESTS DURING HOLIDAY ...................................................................................................... 10 TRAVELLING EXPENSES ............................................................................................................. 10 TOP 5 REASONS FOR A SPECIAL FAMILY VACATION....................................................................... 10 TRAVEL CONSTELLATION ............................................................................................................ 10 EXPECTATIONS - FAMILIES WITH CHILDREN ................................................................................. 11 HOLIDAY ACTIVITIES................................................................................................................... 11 DEMANDS ................................................................................................................................. 11
2
1 1.1
Generation 50+1 Self perception of 50+ generation 2
Young at Heart
76%
Middle of life
60%
The best years
60%
Young elders
52%
Seniors
34%
Best Age
28%
1.2
Age differentiation Target group is inhomogeneous & chronological age often inappropriate when segmenting the market
The perceived age depends on: biographical factors, social environment, biological age & health
Social differentiation increases with advancing age Assessment of their own age
1.3
In %
total
50-54
55-59
60-64
65-69
70-75
Rather young
9
18
10
7
5
4
Middle Age
40
67
58
38
22
16
Older, but not old
41
14
31
51
62
50
Old
9
1
1
4
11
28
Very old
1
0
0
0
0
2
Active, consumption-oriented and sophisticated
Focus is set on the active human person who is experiencing his aging without any fears
Younger, free-spending & demanding seniors are increasingly replacing older, modest, prudent & conservative seniors
1.4
Interests - Popular topics read in magazines In %
population
50-59 years
60 + years
Health tips
47%
51%
57%
Medicine and health
44%
51%
58%
Travel reports
47%
51%
45%
Animal and natural features
44%
45%
54%
Fate of others
42%
43%
53%
Recipes
36%
42%
39%
1
Bohusch, Brigitte (2005): Profilgruppen im Tourismus der Generation 50 Plus
2
Landwirtschaftskammer Nordrhein- Westfalen: Trends & Handlungsfelder für Urlaub auf dem Bauernhof
3
1.5
Increasing health consciousness with advancing age
Significant increase in the interest in health with advancing age
Health as a way of life: not associated with disease but an active lifestyle
Happiness, confidence, satisfaction and relaxation as specific values
14% of the 60 year-olds & 11% of the 70 year-olds feel frail and ill
82% of the 60 year olds & 85% of the 70 year olds consider themselves to be mature and wise
1.6
+
+
+
+
Consumer preferences
Expenditure of the elderly:
Average household expenditure per month for vacation packages: Total:
58 €
65-70 years:
83 €
70-79 years:
69 €
Share in consumption area Total:
2.7%
Seniors:
4.1%
Share of disposable income for consumption purposes: Total:
75%
65-70 & 70-79 years: 82% Consumer experience:
The older customer becomes more critical but is also willing to spend more money for the right service.
The 50-year old have plenty of money, are active, educated and hedonistic and they can define their needs more precisely.
61% of the 60-year old and older agreed with the statement: "I often choose the best quality."
The 50+ accept no stereotype communication but informative and authentic advertising. Errors in the address won’t be forgiven.
If senior marketing does not work, it is an approach based on an outdated image of seniors
86% of the 45-year old can not identify with the testimonials: too old, too cliché, far from reality
The older population wants to be taken seriously. It must be clear that the living world and the consumer behaviour of older people are understood
Age-related needs need to be taken into account but should not be mentioned explicitly; the reference to senior citizens "outraged" the elderly and "scared" the younger
4
1.7
Travel preferences of the Generation 50+
1.7.1
Target group 50-59 years -
Predominantly interested in relaxing during holiday
-
Interest in individual round trips and sports activities such as hiking, walking
-
Relax and enjoy are important motifs (eat out, see natural beauty)
-
Joy of a relaxing beach holiday
-
Holidays in the countryside, hiking trips, tours
Target group 60+ -
Travel orientation and types of vacations
Strong interest in health related holiday
-
Enjoy to relax, preferably in nature & not that far away from home
-
Mostly recreation travel
-
holiday in the countryside and the mountains but also city tours are attractive
Selected holiday activities
1.7.2
In %
50-59 years
60 + years
Total
Stroll, walk
45
40
38
Visiting natural sights
43
50
42
Sight seeing
32
35
31
Spending time in natural surroundings
40
39
35
Making trips
42
48
40
Hiking
29
31
20
Eating
59
48
49
Travel behaviour +
Target group 50
The target group of 50-59 year olds +
-
Package holidays are slightly underrepresented but more than average of 50 accommodation in advance
-
Getting there: by car (more than average)
-
Preferred accommodation: hotels / resorts
books
+
The target group 60
Guided tours often pre-booked
Getting there: Train / Bus mostly
Preferred accommodation: boarding houses, inns, NO camping club facilities
Full-/half board preferred
Usually booked through travel agencies or directly with the owner
5
+
Travel behaviour Generation 50
+
Since 15 years: proportion of the 50 to all holiday travel increases steadily
2006: 85% of this increase was attributable to the age group 60
Target group of 60 couples is considered to be a growing market segment due to the demographic development and the increased travel activity
39% of the 50 to 59 year old make 1 or 2 short trips/year
50-59 year old tend to make last-minute bookings
The growing importance of the internet, makes this source of information even for the 50 generation more important
Domestic travels are more popular than travels abroad
Preferred transportation: cars, public transport gets more important for 60
Preferred accommodation: hotel, pensions, guesthouses
The trips of 50 generation are less affected by seasonality than other holidays
For 60% is cycling the favourite leisure activity
+
+
+
+
+
+
Expectations of the target group 50
High standards of quality and service
Intense information
security
communication needs
Transparent pricing
Due to the low seasonality, package deals are provided
Specific requirements seniors also provide on accommodation and catering services
1.7.3
Requirements for their holiday
Comfort requirements (location and access):
Quiet
Transportation within the resort
Accommodation well-signposted
Easy accessible by car
Infrastructure requirements:
Spacious rooms / apartments
Adequate storage space
Comfortable beds
Brightly decorated accommodation
Cosy interior
Good lighting
Very comfortable bathroom (e.g. magnifying mirror, handle bars, plenty of storage space, bright lighting)
Easy-to-use technology (e.g. remote control)
Accessibility of accommodation 6
Additional Services:
Pick up from the station and lift back to the station
Special rates for single travellers
Bicycle rentals
Detailed information with the overview of regional events
Friendly and attentive staff, helpful but unobtrusive
Safety, cleanliness
Ambiance, comfort, good quality and service
Quality
Quality Awards as stars support the security needs of guests 50+
Entertainment
The tourism industry must come up with more than dancing evenings, craft classes and spa concerts
Demands in entertainment are as wide-ranging as the 50+ target group itself
With increasing age, the demand for health services increases and priority is given to social and educational elements (communications)
Aspects of health, nature, culture and nostalgia for the older generation are more relevant than for other age groups
Everyday active organisation of their holiday
1.7.4
Communication requirements in Marketing:
Focus on travel motives
Consider everyday problems but give the term “aging” a positive image
Clear product references and figures, expert advice
Authenticity and honesty
Discover, encourage and develop communities >> older generations also have "opinion leaders”
Please note for this target group
Everyone wants to be older and more experienced but without being really old
The term "Senior" is rejected in the form of address
With increasing age people are more different
7
2 2.1
Families Planning preferences 3456
Differences in the intensity of travel and travel planning behaviour (depending on whether a couple has children and the age of their children)
2001-2005: 46.8% of families with children are "fixed trip planner" (total population: only 41.4%)
But: since 2003 proportion of "safe travel planner" is a downward trend & since 2004 families are more undecided in their holiday planning compared to the general population >> "fixed trip planner" among families is diminishing, "indecisive Trip Planner" increase
2002-2005: undecided travel planning by families increased of at least 12% >> main reason: money saving
70% of families plan their holidays themselves & usually travel by car
Main information medium: internet - intensively used as; booking directly with the supplier
Interest in package deals
Long-haul trips are rather unpopular
2.2
Travel preferences
Actual travel patterns of families with children is subject to greater fluctuations than the rest of the population
Travel intensity of the rest of the population increased over the last years >> however: 2000-2005: 54.6% families with children travel compared to the rest of the population 52.0% (1995-2000:ratio of 50% vs. 50%)
2.3
Travel time
When travelling, there are clear differences to the preferences of all travellers
About 75% of families travel during school holidays (esp. in summer holidays)
For the total population autumn & spring are important travel times
3
Peter Zellmann (2005): Forschungstelegramm/ Urlaubswünsche und Reisewirklichkeit/ Ergebnisse der österreichischen Tourismusanalyse 1997- 2005 ADAC- Reisemonitor (2009): Familien verreisen anders 5 www.sh-salesguide.de (2010): Zielgruppe Familien: Ferienspaß für Kids&Co 6 Landwirtschaftskammer Nordrhein- Westfalen: Trends &Handlungsfelder für Urlaub auf dem Bauernhof/ Mit Zielausrichtung: Familie mit Kindern 4
8
2.4
Accommodation7 8 Families
total population
Apartments (44%)
hotel
Camping trip (7%)
Camping trip (4%)
Family-friendly hotels are demanded as well
For families with young children the size of accommodation is very important
2.5
Requirements for a child friendly offer
Infrastructure
Adventure playground / petting zoo
Barrier to parking / street traffic
Children's toilet or toilet top
Children's basin or footstool
Changing table
Laundry or washing machine and dryer
Electrical outlet covers in bedrooms and public areas
Child-friendly facilities in guest rooms: Children's chairs, children's crockery and cutlery, children's books, crayons, etc.
Service
Non smoking rooms
Child-friendly apartment kitchen
TV in accommodation lockable with a code
menu with offers for children’s
kids menu
Placemats for painting
Qualified child care and extensive recreational program for children
Children are even asked for their wishes
Children get on arrival / departure a little surprise
Name, phone, address of paediatricians in the vicinity
A plan with map of pharmacies with stand duty
Pricing
Price reductions for children's meals / drinks
Differentiation of rates by age of children in catering and accommodation
7
www.visitruhr.de (www.ltur.de) (2007): Umfrage zum Reiseverhalten von Familien mit kleinen Kindern Landwirtschaftskammer Nordrhein- Westfalen: Trends &Handlungsfelder für Urlaub auf dem Bauernhof/ Mit Zielausrichtung: Familie mit Kindern
8
9
2.6
Holiday period Over 50% make a two-week vacation / year
2.7
Interests during holiday
Have time for each other
Contact with other children
Beach life; beach and beach holidays is for families the most popular type of vacation
Short distance to the beach is important
more important: child-friendly atmosphere, less important: special meals for children
Play, romp and moving
Adventure, exploring and trying out (activities, excursions, culture and nature are as interesting for children as for adults when they are designed properly)
2.8
Travelling expenses 33.3% spent up to 3000 €, 45% up to 2000 € for a trip
2.9
Top 5 reasons for a special family vacation
1. 31% - Safety of resort 2. 28% - Good reputation of agency 3. 18% - Users’ feedback / online reviews 4. 13% - Ease of transfers 5. 10% - Proximity to the Airport
2.10 Travel constellation
Expectations for 2010 caused by changes in the age and household structures compared to previous years: -
8% less children under 14 years
-
8% more one-child families
-
12% more single parents
holidays of children with their grandparents increase
spending time with children becomes for the growing number of seniors more and more important
travel preferences of guest group “seniors with children”
-
low seasonality
-
higher expenses
-
longer stays
Families with school age children are travelling more frequently than families with young children
10
2.11 Expectations - Families with children
Families with young children prefer recreational holidays as well as visiting friends and family
Adventure and activity is important for families with older children
General holiday expectations are based on child-related motives
Important aspects: -
Healthy climate
-
Playing opportunities for children or something to discover
-
Accommodation close to playgrounds
-
Availability of child care
2.12 Holiday activities
Families are very active during their holidays
Depending on the age of the children it’s influenced by games and easy sports activities
For more than the average holiday at the seaside is important
2.13 Demands
Demands of families are increasing
Reason: both parents are working which means only little time which they can spend together >> causes an increasing desire for more time together as well as the demands of leisure services
Exceptional events are expected as well as comprehensive and differentiated offers
For children offers should includes: specific experiences that are more than just everyday experiences (e.g. artificial holiday worlds; means of authentic, traditional ways of life)
For family audiences a specific, target group oriented offer is expected:
11
animare projektmanagement tourismus, Inhb. Romy Sommer Rosa-Luxemburg-Straße 14 18055 Rostock Tel. +49 381 440 49 50 Fax. +49 381 440 49 49 E-Mail: [email protected] / [email protected] Web: www.animare.net
1
1
GENERATION 50+ .......................................................................................................................... 3 +
1.1 SELF PERCEPTION OF 50 GENERATION ....................................................................................... 3 1.2 AGE DIFFERENTIATION ................................................................................................................. 3 1.3 ACTIVE, CONSUMPTION-ORIENTED AND SOPHISTICATED................................................................. 3 1.4 INTERESTS - POPULAR TOPICS READ IN MAGAZINES ....................................................................... 3 1.5 INCREASING HEALTH CONSCIOUSNESS WITH ADVANCING AGE ........................................................ 4 1.6 CONSUMER PREFERENCES .......................................................................................................... 4 1.7 TRAVEL PREFERENCES OF THE GENERATION 50+ ......................................................................... 5 1.7.1 Travel orientation and types of vacations .......................................................................... 5 1.7.2 Travel behaviour ................................................................................................................ 5 1.7.3 Requirements for their holiday........................................................................................... 6 1.7.4 Communication requirements in Marketing: ...................................................................... 7 2
FAMILIES......................................................................................................................................... 8 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 2.10 2.11 2.12 2.13
PLANNING PREFERENCES ............................................................................................................ 8 TRAVEL PREFERENCES ................................................................................................................ 8 TRAVEL TIME ............................................................................................................................... 8 ACCOMMODATION ....................................................................................................................... 9 REQUIREMENTS FOR A CHILD FRIENDLY OFFER.............................................................................. 9 HOLIDAY PERIOD ....................................................................................................................... 10 INTERESTS DURING HOLIDAY ...................................................................................................... 10 TRAVELLING EXPENSES ............................................................................................................. 10 TOP 5 REASONS FOR A SPECIAL FAMILY VACATION....................................................................... 10 TRAVEL CONSTELLATION ............................................................................................................ 10 EXPECTATIONS - FAMILIES WITH CHILDREN ................................................................................. 11 HOLIDAY ACTIVITIES................................................................................................................... 11 DEMANDS ................................................................................................................................. 11
2
1 1.1
Generation 50+1 Self perception of 50+ generation 2
Young at Heart
76%
Middle of life
60%
The best years
60%
Young elders
52%
Seniors
34%
Best Age
28%
1.2
Age differentiation Target group is inhomogeneous & chronological age often inappropriate when segmenting the market
The perceived age depends on: biographical factors, social environment, biological age & health
Social differentiation increases with advancing age Assessment of their own age
1.3
In %
total
50-54
55-59
60-64
65-69
70-75
Rather young
9
18
10
7
5
4
Middle Age
40
67
58
38
22
16
Older, but not old
41
14
31
51
62
50
Old
9
1
1
4
11
28
Very old
1
0
0
0
0
2
Active, consumption-oriented and sophisticated
Focus is set on the active human person who is experiencing his aging without any fears
Younger, free-spending & demanding seniors are increasingly replacing older, modest, prudent & conservative seniors
1.4
Interests - Popular topics read in magazines In %
population
50-59 years
60 + years
Health tips
47%
51%
57%
Medicine and health
44%
51%
58%
Travel reports
47%
51%
45%
Animal and natural features
44%
45%
54%
Fate of others
42%
43%
53%
Recipes
36%
42%
39%
1
Bohusch, Brigitte (2005): Profilgruppen im Tourismus der Generation 50 Plus
2
Landwirtschaftskammer Nordrhein- Westfalen: Trends & Handlungsfelder für Urlaub auf dem Bauernhof
3
1.5
Increasing health consciousness with advancing age
Significant increase in the interest in health with advancing age
Health as a way of life: not associated with disease but an active lifestyle
Happiness, confidence, satisfaction and relaxation as specific values
14% of the 60 year-olds & 11% of the 70 year-olds feel frail and ill
82% of the 60 year olds & 85% of the 70 year olds consider themselves to be mature and wise
1.6
+
+
+
+
Consumer preferences
Expenditure of the elderly:
Average household expenditure per month for vacation packages: Total:
58 €
65-70 years:
83 €
70-79 years:
69 €
Share in consumption area Total:
2.7%
Seniors:
4.1%
Share of disposable income for consumption purposes: Total:
75%
65-70 & 70-79 years: 82% Consumer experience:
The older customer becomes more critical but is also willing to spend more money for the right service.
The 50-year old have plenty of money, are active, educated and hedonistic and they can define their needs more precisely.
61% of the 60-year old and older agreed with the statement: "I often choose the best quality."
The 50+ accept no stereotype communication but informative and authentic advertising. Errors in the address won’t be forgiven.
If senior marketing does not work, it is an approach based on an outdated image of seniors
86% of the 45-year old can not identify with the testimonials: too old, too cliché, far from reality
The older population wants to be taken seriously. It must be clear that the living world and the consumer behaviour of older people are understood
Age-related needs need to be taken into account but should not be mentioned explicitly; the reference to senior citizens "outraged" the elderly and "scared" the younger
4
1.7
Travel preferences of the Generation 50+
1.7.1
Target group 50-59 years -
Predominantly interested in relaxing during holiday
-
Interest in individual round trips and sports activities such as hiking, walking
-
Relax and enjoy are important motifs (eat out, see natural beauty)
-
Joy of a relaxing beach holiday
-
Holidays in the countryside, hiking trips, tours
Target group 60+ -
Travel orientation and types of vacations
Strong interest in health related holiday
-
Enjoy to relax, preferably in nature & not that far away from home
-
Mostly recreation travel
-
holiday in the countryside and the mountains but also city tours are attractive
Selected holiday activities
1.7.2
In %
50-59 years
60 + years
Total
Stroll, walk
45
40
38
Visiting natural sights
43
50
42
Sight seeing
32
35
31
Spending time in natural surroundings
40
39
35
Making trips
42
48
40
Hiking
29
31
20
Eating
59
48
49
Travel behaviour +
Target group 50
The target group of 50-59 year olds +
-
Package holidays are slightly underrepresented but more than average of 50 accommodation in advance
-
Getting there: by car (more than average)
-
Preferred accommodation: hotels / resorts
books
+
The target group 60
Guided tours often pre-booked
Getting there: Train / Bus mostly
Preferred accommodation: boarding houses, inns, NO camping club facilities
Full-/half board preferred
Usually booked through travel agencies or directly with the owner
5
+
Travel behaviour Generation 50
+
Since 15 years: proportion of the 50 to all holiday travel increases steadily
2006: 85% of this increase was attributable to the age group 60
Target group of 60 couples is considered to be a growing market segment due to the demographic development and the increased travel activity
39% of the 50 to 59 year old make 1 or 2 short trips/year
50-59 year old tend to make last-minute bookings
The growing importance of the internet, makes this source of information even for the 50 generation more important
Domestic travels are more popular than travels abroad
Preferred transportation: cars, public transport gets more important for 60
Preferred accommodation: hotel, pensions, guesthouses
The trips of 50 generation are less affected by seasonality than other holidays
For 60% is cycling the favourite leisure activity
+
+
+
+
+
+
Expectations of the target group 50
High standards of quality and service
Intense information
security
communication needs
Transparent pricing
Due to the low seasonality, package deals are provided
Specific requirements seniors also provide on accommodation and catering services
1.7.3
Requirements for their holiday
Comfort requirements (location and access):
Quiet
Transportation within the resort
Accommodation well-signposted
Easy accessible by car
Infrastructure requirements:
Spacious rooms / apartments
Adequate storage space
Comfortable beds
Brightly decorated accommodation
Cosy interior
Good lighting
Very comfortable bathroom (e.g. magnifying mirror, handle bars, plenty of storage space, bright lighting)
Easy-to-use technology (e.g. remote control)
Accessibility of accommodation 6
Additional Services:
Pick up from the station and lift back to the station
Special rates for single travellers
Bicycle rentals
Detailed information with the overview of regional events
Friendly and attentive staff, helpful but unobtrusive
Safety, cleanliness
Ambiance, comfort, good quality and service
Quality
Quality Awards as stars support the security needs of guests 50+
Entertainment
The tourism industry must come up with more than dancing evenings, craft classes and spa concerts
Demands in entertainment are as wide-ranging as the 50+ target group itself
With increasing age, the demand for health services increases and priority is given to social and educational elements (communications)
Aspects of health, nature, culture and nostalgia for the older generation are more relevant than for other age groups
Everyday active organisation of their holiday
1.7.4
Communication requirements in Marketing:
Focus on travel motives
Consider everyday problems but give the term “aging” a positive image
Clear product references and figures, expert advice
Authenticity and honesty
Discover, encourage and develop communities >> older generations also have "opinion leaders”
Please note for this target group
Everyone wants to be older and more experienced but without being really old
The term "Senior" is rejected in the form of address
With increasing age people are more different
7
2 2.1
Families Planning preferences 3456
Differences in the intensity of travel and travel planning behaviour (depending on whether a couple has children and the age of their children)
2001-2005: 46.8% of families with children are "fixed trip planner" (total population: only 41.4%)
But: since 2003 proportion of "safe travel planner" is a downward trend & since 2004 families are more undecided in their holiday planning compared to the general population >> "fixed trip planner" among families is diminishing, "indecisive Trip Planner" increase
2002-2005: undecided travel planning by families increased of at least 12% >> main reason: money saving
70% of families plan their holidays themselves & usually travel by car
Main information medium: internet - intensively used as; booking directly with the supplier
Interest in package deals
Long-haul trips are rather unpopular
2.2
Travel preferences
Actual travel patterns of families with children is subject to greater fluctuations than the rest of the population
Travel intensity of the rest of the population increased over the last years >> however: 2000-2005: 54.6% families with children travel compared to the rest of the population 52.0% (1995-2000:ratio of 50% vs. 50%)
2.3
Travel time
When travelling, there are clear differences to the preferences of all travellers
About 75% of families travel during school holidays (esp. in summer holidays)
For the total population autumn & spring are important travel times
3
Peter Zellmann (2005): Forschungstelegramm/ Urlaubswünsche und Reisewirklichkeit/ Ergebnisse der österreichischen Tourismusanalyse 1997- 2005 ADAC- Reisemonitor (2009): Familien verreisen anders 5 www.sh-salesguide.de (2010): Zielgruppe Familien: Ferienspaß für Kids&Co 6 Landwirtschaftskammer Nordrhein- Westfalen: Trends &Handlungsfelder für Urlaub auf dem Bauernhof/ Mit Zielausrichtung: Familie mit Kindern 4
8
2.4
Accommodation7 8 Families
total population
Apartments (44%)
hotel
Camping trip (7%)
Camping trip (4%)
Family-friendly hotels are demanded as well
For families with young children the size of accommodation is very important
2.5
Requirements for a child friendly offer
Infrastructure
Adventure playground / petting zoo
Barrier to parking / street traffic
Children's toilet or toilet top
Children's basin or footstool
Changing table
Laundry or washing machine and dryer
Electrical outlet covers in bedrooms and public areas
Child-friendly facilities in guest rooms: Children's chairs, children's crockery and cutlery, children's books, crayons, etc.
Service
Non smoking rooms
Child-friendly apartment kitchen
TV in accommodation lockable with a code
menu with offers for children’s
kids menu
Placemats for painting
Qualified child care and extensive recreational program for children
Children are even asked for their wishes
Children get on arrival / departure a little surprise
Name, phone, address of paediatricians in the vicinity
A plan with map of pharmacies with stand duty
Pricing
Price reductions for children's meals / drinks
Differentiation of rates by age of children in catering and accommodation
7
www.visitruhr.de (www.ltur.de) (2007): Umfrage zum Reiseverhalten von Familien mit kleinen Kindern Landwirtschaftskammer Nordrhein- Westfalen: Trends &Handlungsfelder für Urlaub auf dem Bauernhof/ Mit Zielausrichtung: Familie mit Kindern
8
9
2.6
Holiday period Over 50% make a two-week vacation / year
2.7
Interests during holiday
Have time for each other
Contact with other children
Beach life; beach and beach holidays is for families the most popular type of vacation
Short distance to the beach is important
more important: child-friendly atmosphere, less important: special meals for children
Play, romp and moving
Adventure, exploring and trying out (activities, excursions, culture and nature are as interesting for children as for adults when they are designed properly)
2.8
Travelling expenses 33.3% spent up to 3000 €, 45% up to 2000 € for a trip
2.9
Top 5 reasons for a special family vacation
1. 31% - Safety of resort 2. 28% - Good reputation of agency 3. 18% - Users’ feedback / online reviews 4. 13% - Ease of transfers 5. 10% - Proximity to the Airport
2.10 Travel constellation
Expectations for 2010 caused by changes in the age and household structures compared to previous years: -
8% less children under 14 years
-
8% more one-child families
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12% more single parents
holidays of children with their grandparents increase
spending time with children becomes for the growing number of seniors more and more important
travel preferences of guest group “seniors with children”
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low seasonality
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higher expenses
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longer stays
Families with school age children are travelling more frequently than families with young children
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2.11 Expectations - Families with children
Families with young children prefer recreational holidays as well as visiting friends and family
Adventure and activity is important for families with older children
General holiday expectations are based on child-related motives
Important aspects: -
Healthy climate
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Playing opportunities for children or something to discover
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Accommodation close to playgrounds
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Availability of child care
2.12 Holiday activities
Families are very active during their holidays
Depending on the age of the children it’s influenced by games and easy sports activities
For more than the average holiday at the seaside is important
2.13 Demands
Demands of families are increasing
Reason: both parents are working which means only little time which they can spend together >> causes an increasing desire for more time together as well as the demands of leisure services
Exceptional events are expected as well as comprehensive and differentiated offers
For children offers should includes: specific experiences that are more than just everyday experiences (e.g. artificial holiday worlds; means of authentic, traditional ways of life)
For family audiences a specific, target group oriented offer is expected:
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