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WHY IS IT IMPORTANT? There are currently 13.3 million adults aged 21-35 in the UK and their number is predicted to be fairly stable up to 2025. Couples who both work and earning singles are a fairly small segment of domestic tourism. In 2013 they accounted for 14% of all domestic overnight holiday trips in the UK – equivalent to 6.5 million trips which generated £1.6 billion in spending. Similarly, this market makes up 15% of visitors to the seaside. However, they account for 40% of all tourism day trips (which generate over £18 billion in spending).
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MARKET CHARACTERISTICS
things, places and experiences that are quirky, unusual and individual. This means that they like destinations with a vibrant or off-beat ‘sense’ of place’, and unusual or boutique hotels. They also enjoy independent shopping, good eating and drinking (Generation Y eats out more than any other age group), and lively nightlife. They like to socialise (and spend quality time) with their partner and friends and others of their own age who share their outlook and interests.
As part of Generation Y, working young couples and singles are aspirational, ambitious and often welleducated. They can be motivated by money, like to shop, and define themselves through particular brands and products. They expect things immediately and have little patience. Some are on high salaries (particularly those in professional occupations, working in South East England). However those on lower incomes have been affected as much as anyone by the recent period of austerity. They may have large debts (e.g. university fees) or be paying high rents (and saving to buy a house).
WHAT ARE THE OPPORTUNITIES? To attract working young people to the seaside, it is essential to keep two things in mind: first, destinations need to offer them something interesting, different or out of the ordinary; and secondly, destinations need to emphasise the opportunities of the seaside/beach for socialising with partner and friends.
This is a generation that is wedded to the internet. They live their lives online – in particular they are prolific users of social media. They use the web extensively in researching their holidays and hunting for deals and special offers. They are also likely to book their holidays at the last minute. They are often sceptical or bored by traditional approaches to marketing and rely extensively on their peers for information about what’s ‘in’ (which they pick up from social media).
Professional young couples and singles like shopping, especially unusual and quirky independent shops and galleries. They also like eating, drinking and nightlife – and many coastal resorts have plenty to offer. Seaside towns can also promote themselves as places for adrenaline and adventure – things such as traditional water sports but also ‘newer’ activities such as kitesurfing, wakeboarding and adventure rope courses. Resorts can also promote themselves as handy bases for walking and cycling holidays in the surrounding area. Seaside destinations and attractions can also offer adult-only events with an unusual theme (or in unusual locations) in order to appeal to this market who might not otherwise visit.
Professional couples and singles are ‘experience seekers’ who are looking for fun, adventure and excitement from their holidays. They may like outdoor activities such as walking or cycling, or activities which give them an adrenaline buzz. Above all, they are highly sociable and place a premium on social interaction with their partner or friends of the same age. WHAT DO VISITORS WANT? Above all else, this market is part of the generation that wants easy and reliable internet access throughout their holidays. They will also search for a social media presence at every place they visit. They are as financiallysavvy as any other consumer and want value-for-money, special offers and discounts (and they are very adept at using the internet to find the best offers). They cherish
This group also like to celebrate occasions such as birthdays, wedding anniversaries and Valentine’s Day by taking a short break and seaside towns are well placed to capture this market. Finally, since they are not tied to school holidays they represent an opportunity to extend the season beyond the peak summer period. 2
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Sector Guide: Families
Ways it can make a difference to your business........................
1. IS YOUR WEBSITE MOBILE/SMARTPHONE FRIENDLY? SINCE ALMOST ALL YOUNG PROFESSIONALS NOW HAVE A SMARTPHONE, ENSURING THAT YOUR WEBSITE IS EASY FOR THEM TO USE COULD BE A GOOD INVESTMENT. 2. MAKE SURE THAT YOU HAVE A SOCIAL MEDIA PRESENCE AND THAT IT’S KEPT UP TO DATE. EARNING YOUNG PEOPLE ARE PROLIFIC USERS OF SOCIAL MEDIA AND WILL LOOK FOR YOUR FACEBOOK PAGE AND TWITTER FEED. 3. T ELL YOUR STORY ON YOUR WEBSITE. THIS MARKET VALUES SINCERITY, HONESTY AND AUTHENTICITY AND WILL LIKE TO ‘CONNECT’ WITH THE STORY OF YOUR BUSINESS. 4. MAKE SURE THAT YOU OFFER FREE WI-FI THROUGHOUT YOUR ACCOMMODATION OR ATTRACTION BECAUSE THEY WILL MAKE EXTENSIVE USE OF IT (AND IF YOU DON’T OFFER IT THEY WILL BE DISSATISFIED). 5. A RE YOU GEARED UP FOR FLEXIBLE AND LAST-MINUTE BOOKINGS? GENERATION Y TEND TO BOOK THEIR HOLIDAYS THIS WAY. 6. C AN YOU OFFER THEM AUTOMATIC OR SELF-SERVICE CHECK IN? THEY DON’T LIKE STANDING IN QUEUES AND THIS IS ONE WAY YOU CAN MAKE LIFE EASIER FOR THEM. 7. DOES YOUR ACCOMMODATION OR ATTRACTION PROVIDE SPACES TO SOCIALISE AND CHILL OUT. GENERATION Y WILL LOOK FOR PLACES TO HANG OUT, SOCIALISE WITH FRIENDS, AND KEEP IN TOUCH ON SOCIAL MEDIA. 8. C AN YOUR DESTINATION OR ATTRACTION OFFER ADULT-ONLY EVENTS CATERING JUST FOR THIS MARKET? THEY LIKE EVENTS BASED ON ENTERTAINMENT, MUSIC, SPORT OR ADVENTURE – PARTICULARLY THOSE WITH AN UNUSUAL THEME OR AN UNUSUAL LOCATION (SUCH AS THE BEACH). 9. C AN YOUR DESTINATION OR ATTRACTION OFFER GHOST WALKS OR SPOOK NIGHTS? ANYTHING TO DO WITH HORROR HAS RECENTLY APPEALED TO GENERATION Y. 10. D O YOUR STAFF KNOW HOW TO DEAL WITH GENERATION Y CUSTOMERS? THIS GROUP APPRECIATES SERVICE THAT MAKES THEM FEEL SPECIAL AND VALUED AS INDIVIDUALS. IT’S IMPORTANT THAT YOUR STAFF IS EMPATHETIC AND CAN CONNECT QUICKLY WITH GENERATION Y CUSTOMERS.
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Sector Guide: Young people, pre family
CASE STUDIES OF GOOD PRACTICE The Zanzibar hotel, Hastings _ www.zanzibarhotel.co.uk A boutique hotel with each room themed around a different country. With its independent shopping, good eating and drinking, and edgy Bohemian vibe, Hastings is the sort of place that appeals to Generation Y. With 98% approval on Tripadvisor, the Zanzibar is popular with working young couples and singles to celebrate birthdays and anniversaries. Morning Gloryville _ http://morninggloryville.com Based in Brighton is an early morning rave party which young professionals can attend before heading off to work. Strictly alcohol and drugs free, it enables this group to express themselves in a healthy and sustainable manner. It illustrates how an unusual event at an unusual time can appeal to Generation Y.
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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