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Looking at your targeted European Market
I-
Who is your client?
Segmentation:
Age – physical capability
Environment – social status
Income
Interest
Experience
Etc…
Look through the eyes of your potential client!
II- What influences his (buyer) requirements?
Micro-level in his own (private) atmosphere: family- situation, health, $ €,
social status etc. >> Barely to be influenced by ind. suppliers
Meso-level accessability of information, ‘appetite’ for specific destinations.
>> To be influenced by ind. suppliers
Macro-level general interest in travelling, possibilities for travel: flights,
visa etc. >> Not likely to be influenced by ind. suppliers
Demographic
Ageing: a worldwide trend
Africa 3% of population = 65+
Europe actual 15% of population = 65+
2025 this will be 22%
Ageing as such is not a reason to change holiday patterns
BUT factors as:
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Life-phase / health( Africa / Aids)
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Moral values
-
etc.
Getting children after 30; interesting target group!
Population in the EU shrinks (av. 2 children or less)
18-30 Dinky’s (double income – no kids yet)
30-55 Traditional family pattern
55-75(> !) Whop’s (wealthy, healthy older people)
Economical
People go more often on holidays
People spend more $ on holidays
As people grow older, they spend more $ on holidays during their lifetime
Despite economic crisis:
Holidays is a high-economic good
Inflation in EU is very low
Buying power remains (for the moment)
>> Long term perspectives positive!
Socio- Cultural
# Households increase, with less members: ageing, divorcing, singles etc..
Individualisation
Secularisation
Emancipation
Higher education level
The world becomes smaller...
But people have alternatives for ‘holidays’
>> competition!
>> Getting the most out of it!
Technology
Developed new types of holiday products
Makes destinations accessible
Makes communication & market approach easier
Makes the market transparent!
Ecological / Environmental
Clients are aware of endangering the environment
More and more are sensitive for the ecological footprint
Political
Accessibility, infrastructure
Any social or political ‘discrepency’ will lead to a change of holiday-plans
(moral values!)
General safety and security at the destination
Rules and regulations, local habits
Conclusions: your client ...
Is getting older, wealthier and healthier
Consist out of new target groups (niches become bigger and more interesting!)
Is more travel-experienced
Wants to experience their holidays
Expects value for money (price-critical)
Is better educated
Is getting more emancipated
III- Current trends and developments
Experience
The unique & unforgettable
No ‘Staged authenticity’ but Authentic
‘Back to the roots’: nostalgia
Be part of it
Treat yourself well
Wellness
Self reflection: Spiritual / Meditation, workshops
Luxury: cruises, luxurious lodges
Client is decisive
More & Often: shortbreaks, citytrips, wintersports versus safari, climbing,
walking – a big variety!
Value for money: quality versus quantity
Sustainable: awareness + active contribution
Especially for you (individual, unique)
Niches: 55+, Singles, Gay Friendly, etc.
Special interest tours: ornithology, nature trails etc.
Roundtrips in small groups
Volunteer Tourism
Hunger for culture
Workshops: cooking classes, handicrafts, etc…
Staying with the locals
Journey well prepared
Community based
Who are the stakeholders?
Travel industry:
accommodations,
transport, service
Governmental organisation
NGO
Environmental organisation
Local population
Consumer
Media
Case
What type(s) of client(s) do you aim for?
Why? (criteria)
Describe in detail what you need to know about your new client?
What does your client want from you……?
Now: You are in control!
Who is your (aimed) client?
Does your product matches with their needs?
What are new opportunities?
On what level can you influence your product / concept to be interesting for
your potential client?
Have a look at your product/market concept in Block 4.
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