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Empty Nesters
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WHY IS IT IMPORTANT? The term ‘empty nester’ refers to an adult couple whose children have left home but who are still in work (it also includes adult couples who have never had children). Most empty nesters are aged 45-64. There are an estimated 3.7 million empty nesters aged 45-64 in the UK and their numbers (particularly in the 56-64 age group) are forecast to increase substantially in the next 10 years. Empty nesters are a sizable tourism market. In England they accounted for 8 million domestic staying trips in 2013 and their spending generated £2.4 billion. They also made 625 million day visits (which generated £26 billion). Adults without children aged over 35 accounted for 44% of all visitors to the seaside making empty nesters a slightly larger segment than the family market in such destinations.
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MARKET CHARACTERISTICS
independent restaurants which offer them more personalised service. As a group, empty nesters do not like being targeted by their age or the fact that their children have left home.
Empty nesters can be divided into ‘younger and ‘older’ groups. Younger empty nesters are still paying off their mortgages and often have significant financial commitments (e.g. children’s’ university fees). They often have limited disposable income and are as costconscious as families. However, older empty nesters are often very affluent (as are those who have not had children). They like to take multiple holidays and, while some of these are expensive overseas ‘dream’ holidays, they also like to holiday in the UK. They avoid the school holiday period in favour of the ‘shoulder’ seasons.
WHAT ARE THE OPPORTUNITIES? • While empty nesters like to take holidays in the UK, their knowledge of the country is often patchy. But they are open to visiting new places (including the seaside) if destinations can provide the experiences and attractions that they are interested in. Seaside resorts can capture this market by promoting new types of tourism in additional to the traditional beach holiday. • Empty nesters like countryside and nature, but they like to be based in a small town. Many seaside resorts are ideally placed to promote themselves as bases from which to explore the surrounding countryside and coast • Empty nesters are keen on history and heritage. There is huge potential to promote the distinctive heritage of the seaside resort (largely neglected until recently) for the empty nester market. • The seaside is a healthy place. This matters to empty nesters who are interested in physical, mental and emotional health and well-being. The health benefits of the seaside have been largely overlooked in destination promotion – it’s time to make the most of them! • Increasing numbers of empty nesters are taking (and paying for) ‘intergenerational’ holidays with their adult children and grandchildren. Seaside towns are ideal venues for such holidays.
Empty nesters are internet-savvy (most book their holidays online) but not internet-obsessed (and they don’t tend to share their holiday experiences on social media). They plan and research their holidays very carefully, but often book at fairly short notice. Empty nesters value holiday experiences which offer them the opportunity to explore, learn and discover new things. They are particularly interested in countryside, wildlife, heritage and culture, and local food and drink. They want to live active and healthy lives and enjoy walking and moderate exercise. They may also take holidays specifically based on health and well-being. WHAT DO VISITORS WANT? Younger empty nesters are looking for value-for-money and discounts in the same way as families. Older/more affluent empty nesters want comfortable and highquality accommodation (and are often prepared to pay for luxury or indulgence). They shun hotel/restaurant chains in favour of boutique accommodation or 2
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Sector Guide: Families
Ways it can make a difference to your business........................ 1. A RE YOU TAKING ADVANTAGE OF THE EMPTY NESTER MARKET TO EXTEND THE SEASON? EMPTY NESTERS AVOID SCHOOL HOLIDAY PERIODS AND CAN BE ENCOURAGED TO VISIT IN THE ‘SHOULDER’ MONTHS THROUGH SPECIAL OFFERS AND DEALS. 2. C AN YOU ENSURE THAT YOU ARE OFFERING GOOD VALUE FOR MONEY FOR ‘EARLY’ OR ‘YOUNGER’ EMPTY NESTERS? THEY ARE OFTEN AS CASH-STRAPPED AS FAMILIES AND WILL BE LOOKING FOR DISCOUNTS AND SPECIAL OFFERS IN THE SAME WAY AS FAMILIES WITH CHILDREN. 3. A RE YOU USING THE INTERNET TO ITS FULL POTENTIAL TO REACH EMPTY NESTERS? MOST ARE INTERNET-SAVVY AND USE THE WEB TO RESEARCH AND BOOK THEIR HOLIDAYS. IF YOU DON’T HAVE A WEB PRESENCE THEN YOU COULD BE MISSING OUT 4. DOES YOUR WEBSITE OFFER ALL THE INFORMATION THAT EMPTY NESTERS WANT? THEY RESEARCH THEIR HOLIDAYS EXHAUSTIVELY AND WANT PLENTY OF INFORMATION ABOUT ACCOMMODATION, ATTRACTIONS, PLACES TO VISIT AND THINGS TO DO=. IN PARTICULAR, DOES YOUR WEBSITE PROMOTE YOUR DESTINATION’S OPPORTUNITIES FOR EXPLORATION, DISCOVERY AND LEARNING? 5. CAN YOU OFFER EMPTY NESTERS A REALLY PERSONALISED SERVICE? EMPTY NESTERS VALUE THIS - THEY LIKE STAFF WHO GREET THEM BY NAME AND ARE KNOWLEDGEABLE ABOUT THE LOCAL AREA. 6. CAN YOUR ACCOMMODATION OFFER ROOMS WHICH GIVE EMPTY NESTERS PEACE AND QUIET? THEY ARE LOOKING FOR RELAXATION AND WON’T APPRECIATE THEIR ROOM BEING NEXT TO NOISY FAMILIES OR ABOVE THE BAR. 7. I S YOUR DESTINATION PROMOTING ALL THE WIDER OPPORTUNITIES OF THE SEASIDE? EMPTY NESTERS RARELY VISIT THE SEASIDE FOR A BEACH HOLIDAY BUT THEY ARE OPEN TO USING COASTAL TOWNS AS BASES TO EXPLORE LOCAL COUNTRYSIDE, HERITAGE AND CULTURE. IS YOUR DESTINATION MAKING THE MOST OF ITS LOCATION? 8. C AN YOU DO MORE TO SHOWCASE LOCAL FOOD AND DRINK? EMPTY NESTERS LIKE GOOD FOOD AND ARE KEEN ON LOCALLY-SOURCED PRODUCTS AND LOCAL DISHES AND SPECIALITIES. 9. I S YOUR DESTINATION MAKING THE MOST OF ITS HERITAGE? EMPTY NESTERS LIKE HERITAGE AND SEASIDE TOWNS HAVE PLENTY TO OFFER (EVEN IF IT HAS OFTEN BEEN NEGLECTED UNTIL RECENTLY). 10. DOES YOUR DESTINATION OFFER AN EVENT PROGRAMME WHICH WILL APPEAL TO EMPTY NESTERS? EVENTS ARE A PROVEN WAY OF GENERATING ADDITIONAL BUSINESS AND EMPTY NESTERS ARE PARTICULARLY INTERESTED IN EVENTS BASED ON NATURE, HERITAGE, CULTURE, FOOD AND WELL-BEING.
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Sector Guide: Empty Nesters
CASE STUDIES OF GOOD PRACTICE In the 1990s Morecambe in Lancashire embarked on an ambitious programme to rebrand itself by appealing to the empty nester market. The new focus was the scenery of Morecambe Bay and the town promoted itself as a base to explore the surrounding countryside (including the southern Lake District). The redevelopment of the Art Deco Midland Hotel into a boutique hotel also brought heritage tourists to the town. Morecambe has succeeded in attracting new visitors – a quarter of its visitors are empty nesters and over half are in the ABC1 group. Tourism now contributes £175 million to the town’s economy. The Sands Hotel in Margate _ www.sandshotelmargate.co.uk Is a newly-opened boutique hotel which is popular with empty nesters. It offers high-quality rooms, a restaurant featuring local produce and a range of health therapies. Reviewers praised the hotel for the superb décor and fittings, the quality of the food and the exemplary service provided by its staff. It illustrates how an imaginative and ambitious development in a regenerating resort can appeal to a new type of visitor.
WHERE TO GET HELP AND FURTHER INFORMATION See the National Coastal Tourism Academy website _ www.coastaltourismacademy.co.uk For a wide range of further information and resources
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