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: sandra.lorr@animare.net / romy.sommer@animare.net 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 1.5 INTERESTS - POPULAR TOPICS READ IN MAGAZINES... 3 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 1.7.3 Travel behaviour... 5 Requirements for their holiday... 6 1.7.4 Communication requirements in Marketing:... 7 2 FAMILIES... 8 2.1 PLANNING PREFERENCES... 8 2.2 TRAVEL PREFERENCES... 8 2.3 TRAVEL TIME... 8 2.4 ACCOMMODATION... 9 2.5 REQUIREMENTS FOR A CHILD FRIENDLY OFFER... 9 2.6 HOLIDAY PERIOD... 10 2.7 INTERESTS DURING HOLIDAY... 10 2.8 TRAVELLING EXPENSES... 10 2.9 TOP 5 REASONS FOR A SPECIAL FAMILY VACATION... 10 2.10 TRAVEL CONSTELLATION... 10 2.11 EXPECTATIONS - FAMILIES WITH CHILDREN... 11 2.12 HOLIDAY ACTIVITIES... 11 2.13 DEMANDS... 11 2
1 Generation 50+ 1 1.1 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 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 1.3 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 Travel orientation and types of vacations 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+ - 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 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 1.7.2 Travel behaviour Target group 50 + The target group of 50-59 year olds - Package holidays are slightly underrepresented but more than average of 50 + books accommodation in advance - Getting there: by car (more than average) - Preferred accommodation: hotels / resorts 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 Families 2.1 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 4 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 8
2.4 Accommodation 7 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 8 Landwirtschaftskammer Nordrhein- Westfalen: Trends &Handlungsfelder für Urlaub auf dem Bauernhof/ Mit Zielausrichtung: Familie mit Kindern 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