K O O B K R WO
k l a t s Let’ s e i l i m fa
and r e t t a m ilies m a f y h ost W m e h t e ak how to m y market mil of the fa
Contents
p 02
Overview p 04 s matter p 06 Why familie k like today o lo s ie il m p 14 What fa s n io is c e ers make d How custom ducts and s of selling pro es in d us n b e a th s in ie st il ju n’t m il excitement arefa sh riseit nces. We inst p 18 engteerpw ta ie is er g ur p n To ex e e g to na nd maiences How and be active. e cr Wm .fa ices yteeaxlppcuestrom rva ilea se s relax, laugh er t e r g create and pleasure. We he .3m, is Families, at 1 n. xb xx € er worth ov ism industr y is Ireland’s tour wing. s lk ta t. And it’ gro e en th m g g se t in es lk rg p 26 Wa the la oth tourist and b to es lti cu iffi senting d iences that House ic climate pre WestpSoorwtith the econom portant we focus our efforts on aud p 28 e, it’s imFestival industr yyalik ook B e lk a p 30 The Doffer opportunities. e which is on : ty ni tu or p such an op ; one ctric Pictengic or y represents misconceptions nd a ns tio The Ele p um The family ca with ass is actually
ch but fraught ; and one whi acknowledged fully exploited t no ut b ! , g d in se ct ni ntra which is recog arket that’s co inable in a m a st su nd a g growin ered look. And a closer consid th or w ctical is e or esses some pra rket theref a in m us b ily m m is fa ur e to Th giving ilies is about Talking Fam st that. elines to do ju tools and guid om both day’s terms, fr to in et rk a m mily end of each k details the fa ectives. At the sp This workboo er p s’ er om provider, nd the cust u, the service yo lp he the industr y a to s se ggested exerci your business. section are su and apply it to n tio a rm fo in utilise the
giving the ilies is about m Fa g in lk arket In effect Ta of the family m ew vi h es fr a y tourist industr mean, to your ns, and could ea m it t ha w and business. es matter ng why famili ni tli ou st fir y ok like in It does this b ey actually lo th t ha w nd a tations. to the industr y, es and expec nc re fe re p s, need terms of their when customers take t is ur to r ou p nd services The roadma ist products a ur to g in uy b e choosing and ith regard to th nd reviewed w a d ile a e et d d a is then ggestions m with specific su ly engage family market y and positive el iv ct a to w regarding ho nce. with this audie
at genuinely te what a gre oks like, And to illustra and service lo ts uc d ro p ly end of this family-friend studies at the se ca se er iv d there are four workbook.
1
Overview
2
products and iness of selling us b e th in st il excitement ses aren’t ju nces. We inst ie er p Tourist enterpri ex e g na actdiv uce.ts and create and ma and llingbepro lasug ofhse x,es lain services. We re s us b er e om th st in cu lp ju il excitement ren’t Wseahe reri. se surp nces. We inst enate ie and er urispt le p To ex e g er y 5 na ofctev ive. 1 ou bet a bn. create and ma and .7h €la4ug er x, ov la th services. We re or s w er isom y st n while 1 in dus lptrcu meinhe ur.isW tore ng with childre lli asu ve le’s a elapnd tr es aIrnd ili m m, is ay trips are fa .n. Families, at 1.3 ily m xb fa xx ith € domestic holid w er ng llith ov wor rey trisave atr dus inrs toaurs isvimsito ’sse nder and Ir1el0aov wing. g s to both tourist t. And it’ ro en m g se t es ing difficulties rg nt se re the la a p th a te t a es iehnctouris t nd aud bot onto onomic clim s es fo ef curtlti r iffi ou d s g So with the ec cu in fo nt e se w t ntte pre taa orim s im icpcl it’om audiences tha e,on tr ythaelikec usith indw s our efforts on So cu fo e w nt ta impor s s. e,niit’tie liktu aor yp ofdfeusr trop in e family ing in size, th s. w tie ro ni g tu re or a p es op offer h famili wle isdged noch whi is eack number of Iris : on etuwnihitych : on or p ty ni op tu Given that the n or a p ch op su annts ns; one tiois whi supch rese epch e nc ; on regseorntys re isco nsm pte tio nd y reca ep a nc gor ns co mily is tio caetefa p m um Th nd lly a ass with ptio ht ns aug assfrum which is actua htgw edithbut led frawug utno ited; and one . lo d p abck ite ex lo p lly fu ex t lly nodt,fubut no , bgut nise contracting! redco isse rehico chgni w market that’s a in ed look. And le b a in a sust oser consider cl a th or growing and w ctical is And ep . ra mok rket therefore ersedsolo idse usin nses bco m is er ur os to cl The family ma g a in th iv ctical bou aor e tisgwor isef s er mrkiletieth esses some pra Fa a in g m us b in ily m lk m is fa Ta t. ur e a to Th ing o ju t gstivth insesistoabdou gui mdilelie ndFa ag tool lksin Ta at. th st elines to do ju tools and guid om both day’s terms, fr to in et rk a m mily end of each k details the fa ectives. At the sp This workboo er p s’ er om provider, nd the cust u, the service yo lp he the industr y a to s se ggested exerci your business. section are su and apply it to n tio a rm fo in utilise the
arket in ils the family m a et d k oo kb and the This wor h the industr y ot b om fr s, rm today’s te e end of each spectives. At th er p s’ er om st cu s to help you, ested exercise g g su re a n io rmation and sect , utilise the info er d vi ro p e ic the serv ur business. apply it to yo g the is about givin s ie il m Fa g in In effect Talk of the fagmily esh viewbou the fr a y ivin tr t gco us d in is a, and uld mean, to tourist ing Familiesea ns lk m Ta what it of the family market In effect market yand h view fr a indurusbtrusineses s. tourist yo mean, to your ns, and could ea m it t ha w tter and hy families ma s. oes this by first outlining w busines ok lo It d t they actesuamllyatter and wha ili rences and dustr y, tli fam hy w to the in ng ni first ou eir needs, prellyfelook like in It doesliktheisinbyterms of th they actua tr y, and what tations. indpus to the ex ectations.s, preferences and expec need terms of their ers taken when urist custsom to r whe nd ou p ke a ta m d omer The roa our tourist custto ducts arv urist proa es p g a in m se wicith d uy a b nd ro nd e ts a Th ucreviewed choosingbuying tourist pdroadnd e aile ngrvaicnd gard to th choosise es is thenredvietew c withwre ed rk ith specdifi nd family m et a d a ile a e et d a is thenregard to the ecific suggestionswmto actively sp de regarding ho engage rket with m mag a family su positively nce. g estions y aend ivel to alycten with this audie w g ho a g g in rd a g ve re and positi nce. with this audie nely at genui what gre te a ly tr ne us ui ill en to g And ate what a greatst and services look like, tr uc s like, e end ly prodnd look And tofaillmus rvicestud ily-friendd a sese ies at thof ts uc se ro p ca ly iver iend end this three dca family-fr studies at the there arediv se se er there aofrethfoisurworkbook. workbook.
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he t n i e r ea w y l e t ing d i Ultima v o r p of s s e at n i h s t s bu e c n erie p x e s. t e a i r o gre m t me a e r g e market. e family mak th in n a critical th Nowhere
re is this mo
s r e t t a m y il Why fam
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rket is eland, this ma Ir in s ip tr y a holid is a changing 0 family home y. However, it tr With 850,00 us d in t is ur are made nt to the to presumptions or ed hugely importa ok lo er often either ov ake up. market and is es and even m nc re fe re p s, need regarding its ? And are we let this continue to rd ffo a e w tr y, can But as an indus oing so? portunity by d missing an op in d significantly at have evolve th et . rk ht a m lig le w b a ne valua -considered in Families are a re e b to ed ars and ne the last few ye diverse s of a rich and er ek se e ’r ey th that tant because a destination They’re impor and Ireland is , es nc ie er p ay ex range of holid needs. e pursuits and es th fy tis sa n ca ng and t first recognisi ou ith w d ve ie cannot be ach let’s start with This however pectations. So ex ’s et rk a m family exploring the some facts:
Family Fact s
• Famili es with childre n are a signific proportion of ant the Irish home holiday market
30%
6% 3%
40%
21%
Family with C hildren Other family co mposition
Friends/Acqua Alone
intances
Organised gr oup/club
• Famili es break the cu rrent short-bre mould by stayi ak ng longer • 8 out of 10 families planned to ho home’ last ye liday ‘at ar • Famili es stay longer and spend mor of long domes e: 42% tic holidays a re taken by families with ch ildren under 1 5 years • Famili es also holida y outside of Summertime w ith Easter, Ha lloween, Christmas and mid term brea ks • Famili es’ interests cr oss a broad ra tourist provision nge of s from historic al, cultural, adventure, act ive etc. and th ey don’t make holiday decis ions in isolatio n regarding accommodatio n, activity or en tertainment. The overall pic ture is what m a tte rs to families. • While the European population re mains static, the Irish population is g ro w ing and set to continue to grow, partic ularly the 0-14 years and 45-64 years a ge groups which make up Irish families. • Publis hed trends su ggest domestic will benefit from tourism both the older market and the growing un der 15 year ol d market alongside the increase in in ter-generationa families holid l aying at home • Domes tic holidays ha ve particular a to families as ppeal foreign holida ys have many barriers: the ha ssle of air trave l; baggage restrictions and costs; fear of th e unknown – food, facilities, language; etc
Why do something different? et Many service providers already targ rent? families so why do anything diffe Because the traditional assumption ” that “family = 2 adults + 2 children is inaccurate. As are many of the eat assumptions regarding what children . them feed to t and what parents wan We need to stop presuming. Because families’ perception of how of family-friendly Ireland is, in terms not is value, facilities and services necessarily the reality. This can and needs to be redressed. and Because with the growing demand r clea ample supply that exists, this is a l opportunity. But new, clear and wel es sag communicated mes are needed. erning Because today’s families are disc ist tour e mak not consumers, who do e hav y decisions in isolation. The if not well-honed clear expectations that met by your business, or by the Irish . tourist industry, will be met abroad
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” y l i m a f “ t a Wh y a d o t e k i l s look 4 Common 3 es Family Them value Values and e two week es are tight, th Even when tim ary luxury ay is a necess lid ho er m m Su school ith children of w es ili m fa h is for Ir luxuries, . Unlike other age and older , though ay will happen the family holid l constraints in the financia ith w y sl ou vi ob udget. of the family b
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hly ience is a hig ed used The family aud s us are es it’ su asmilich and fa et rk a m t is er consum rvices they tever goods/se to finding wha , and being ey need them th n he w , ed ne ecific needs. em to their sp th r ilo ta to le ab product is of the tourism n tio ta ec p ex Their the same.
d ased ase-b rism u-b ism toeurto keak t am m o t n no o o d d s e es ili ili m Fam Fa n ey view and n.oTh lati atio iso sininisol n re ns o a io t si is a ci itht e th ec wuc d d ys ed a pro rvic holid givseen uctaor oodse pro en ch ill be Other ritualistic aivnd w g a es ew iti vi se ss s oo ey te lly ce ch Th la ne ea nditidre aw er than testotoho galard itrere er w ith st desirables rath w ho Ea e to ic nd rv a rd a s se nd g a ur re or ucrtstoa ist otdhe pro rm, Christm t ts misen leur mrpto he co ot s d lly ts the two mid-te io ea en er m id p le e p nd nd.ly a ieed com to -frer ilyid mns . Faco ays during thes eing eserbed id ic ns rv y co sl se y ou ng sl breaks. Holid nd ei ne a b ou ta ts ne es on spta rvdicuc sero p enon nor t an ossp chen , nis fo tio cheos b mpale r exmaod foom ly nacc atio are as likely to re to be nd a ie od m -fr ey ily th om s m cc a a Fa , rs eaisinn’mt ent tert ther ial offe tiobnleif en suita t an’nt op is e no based on spec er is th , if le p n m tio a op ex offer is too. byon ositiees cliv r at ct nn.ed. men oo in td plaed a rt ou lann te pe b ng en vi a le b H ita too. su ferrisoptions doo s inof ese’on itier ivth if ct e a is iv r ct ys oo a a td ttr lid a ou ho ed tions avimng dee H tation of these ere’s indoor op th if . e ys iv a ct a o. lid Families’ expec ttr to a ho ble fun ilaed vam aee d be memorable e th that they will te ta ble too. ic ila d t va a a only really values th ily m fa is ily’s eyes, can it m fa n And e a th – in ts e ec lu t ally Va n tsonthlyare caen is market exp el,em e es ll’sthey a ily ily m om m fa fr experience th fa e y th ed er iv in ev beludeer Va e.tsThthisatis agen ay that meets ckem allaythpeael holid inclusive holid thefrom ates ed iv od up er m d ke a is om e m b cc a nsisand tioTh ge. ata s and exapckec ay, p ions islid ho ec e member’s need d th r ei up th t ke r. a ha nd he a w m time toget ex.pectations aiosensd, on is b ec is quality family d n r io ei ct th fa t tis saha w based on. omer value st cu to satisfaction is in s te la ns a tr ll a is ent, but How th set,gm men semgily e fa thily fam onenthdeon enddep will dep st nd a co willlue va st e th e co thd don bey o on ill bgey go sw ill se w s ca se ll a ca ll in a p ut in b e, le see,rvpiceo t arvs ic s se ucrot dauc p d l ro ca p si l hy ca p si e hy th lue ep vang thnd a e ebei e evatoluth but torith e nt co ut b nd ri nt ra b co nd nd a ther ndpblera aeo p herfuinrthe rted fuss iscu disiscuisssded edis. Th eris el.ivTh ’ ngerded ve eliv s dei b ha rm to ) ind te -9ee the8‘n s aofges rm(p ts te en in m g ts se en e m p th g s ex ect se in illor wct net fa ieen segm ch’ hy eave ha s to or d ct fa ee ‘n ne e ie hygth of eier ‘nice andthth ecdterfr,om ropvi ex p y ill a w t lid en ho m r g ei se ch th ve’ will from ea at ha rsethto ‘nic e fie l sathtis and tio, na spviirdaer vey’ paro haa a to lid ho er en te ge. ill lu t wva thaer cursstom alfie tis re sa l e th na te tio a a er ir en sp g a er value. the real custom
er m o t s u “C e is c n e i r e exp It's . t e s d a min ng a i h t e m not so ys, u b s s e busin ga n i h t e it's som becomes.” ss e n i s u b
iddle Class me levels over The Rising M and fall in inco se ri ic st ra d up in Ireland Despite the dle classes gro id m e th , rs a the last few ye has grown. is that the e in this regard nc ta or p im r a ing middle Of particul rs of the grow ou vi a eh b nd mily market aspirations a the domestic fa up ke a m t a th class families ctuations. ese income flu th ith tations w n w ro have g market’s expec ily m fa e th d altere ith regard to This has in turn considered w lly fu re ca e b and needs to ’s deliver y. tourist provider holidays reign family fo s log by u rs e v ic view b r.org/ ecome more Domest e b rs R a ye s e s th e .hb has over Busin ensive. /blogsaysa-customerForeign travel to be less exp arvard olz http:/y ed H iv ( ce d er li p o h is il ecomingrh fam accessible and rrsM b e / use foreig9n/0 t 2 e e v P ic st e 00 ars become more Dom e lsreal /2 , thve ilimes oslzov er the yel) h fam r r fo e ha t, le l a e ve th m a is tr co , n tmto be less expensive. ll in in le package– Foreig hostwicevrier e.ivhed y ra cce alit se and fa iepn r Thpeitereth ho e w er d up e p e ro is th g x is nd es e a ys ss a lid Des iddle cla – and NOT just accessible ignyeho rew fofe ars, the ma value of st nd food es iti iv e real ct over the la a n, odsagtio mha for families, th ish family is t, Ir om n. a l w a th acc ic ro is p , ty er a ev r w in Ireland f. Air travel fo hole package– t airlinesThe reality ho os rm as isfoth the travel itsel llyard lidays is the w the iag t ho ec a st n p ig es re , fo ve si of s pen –and NOT ju ex this re dult fare, and flight value l aand fuul ities and food stpreass portancersinpa iv le a im ct d r n a id a n, m y ic g ily tio rt a in m w fa od a h Of e gro ations charge aaccomm er two aye n ov r a typical Iris viours of th tin family childrens des and behm ayom lid f. Air travel fo el ho its tic l er r most es m ve aspiratiop fo a s tr a d Su e r e th a at make up th ulth op especially , ve tossthfaemili si . . ns en ys p es tio a ex ua lid fare, and ol ho e fluct cla g nscwho inw is stressful and pay an adult mvedur ith these incom rs a miu ye reet prk 2 ro er g ov ha d ma es children ay destinations enience of roaairlin nv’s co Summer holid r e a th ul rs op fe p of e et , th st rk . ntra mily ma e for a foreign flights to byaco l, rn hool holidays ltered thendfath Sea trainvetu esfuirlly considered e dre mium during sc re p a r a e, fo This hasl a e g r a rg te g a ca g ca ch e a b eds to b all-in packages that trave nd ns and ne 7 e of iver y. te option has expectaatio lepdrowviith up co is der’s delca Th the convenienc y. rs si t fe is p of ur m , holid st to ra to y/ nt rr rd a with reges the French fe so. Sea travel, by co desire for a famili means continue to do gage, and the to g a y b el lik nd a is l ve nd in packages arity a road tra upled with allrisen in popul co is Th y. a lid ferr y/camp ey’re ign ho ns the French ith families: th fore ea w m ly es gh ili hi m e fa or ter for likely to s always sc ularity and is ays fun for that ca w op al p Beach holiday e in ’r n ey se th ri ; ther resilient sportssite option has reasonably wea if there’s water ly al ci o so. pe es d n; an well. continue to d as n re ild ch younger childre r olde ith families: ey’re good for score highly w on offer too, th ys a lw a ys a re children; whe can scoreBeach holid n for younger ation, Ireland fu tin ys es for a d d y lw a a oo e g lid ’r ho e also – and they So as a family and beaches on offer they’r t t or or p sp ns r silient. a te tr re a – w er unts d, has there’s ly weath a b ro na b a so a y a re well on both co e lid ’r they ily ho against a fam older kids; and when pitched can score to flag. ation, Ireland tin many benefits es d y a lid beaches–and As a family ho the – transport and lly excel is in ts a un re has co ys h a ot lid b ho ign liday abroad, products well on ho of ily e m fa ud tit a But where fore ul st m ain a ck when pitched ag the bundling of e family. A fli packaging – th s rd flag. a w to to ts ll oriented many benefi ates this on tr and services a us ill e ur ch mpsite bro nd the excel is in the through any ca se of access a reign holidays Ea fo ts e. re g a he p w le er ch ng y si whi Howev ude of produc each and ever nt information, ling of a multit d va le un b re he of –t A n g . tio in ily g unica wards the fam erefore key. packa effective comm all oriented to t services, is th is es ur ic ates this to rv tr se of us e ill nd e a ng te brochur si crosses a ra p m ca ny a flick through se of access single page. Ea y er ev nd nt a on each ation of releva
ive communic and the effect nge of tourist h crosses a ra ic h w , n tio a inform erefore key. services, is th
ily m a F w e N e Th Dynamics
ould whet Family Facts sh The previous family regarding the your appetite tegor y a complex ca is it t Bu . et rk ma gst Irish gments amon se x si st a le t with a segments er 13 distinct families and ov in the UK! core ghlighted the Here we’ve hi y suit your ts. Not all ma family segmen mercial given the com business, but re at least categor y, all a is th of l tia en pot n. l consideratio worth an initia y family outlines the ke The table here r in terms e may crossove es Th . ts en m g se esire or service they d e th nd a s ed of ne portunity gauge the op require, so to should be , each group they represent se at the per the exerci s a ed er id ns co apter. end of this ch
NO FAMILIES 416,000 AVERAGE FAMILY
VARIATION MAKE UP & Dad and ilies are Mum m fa h is Ir of 78% 2+ children: ren 40% = 2 child ren 25% = 3 child an 3 children th 13% = more
FAMILY PRE-SCHOOL ool children 1 or 2 pre-sch nd a d a D , um M
8 ILY BLENDED FAM + children of tep) Dad, 2-4 (step) Mum, (s ages broadly varied BEANPOLE FAMILY
, Dad and milies are Mum 22% of Irish fa 1 child
S & GROUPING SUB GROUPS ILY M vertical FA ER OTH s often called up ro g ily m fa Various ndparent and MULTIn including gra he w ily m gs and fa including siblin GENERATION rizontal when ho FAMILY cousins rent families es are lone pa ili m fa 0 0 ,0 8 9 ird are children. A th ONE PARENT 2 st a le t a ith w widowed. d, divorced or te ra a p se er th ei ay with other tends to holid es ili m fa e es Th r relatives families and/o lations for long mily visiting re fa e g ra ve A HOME-FROM periods ILY M FA HOME
VE’ ‘NICE TO HA
AVE’ ‘NEED TO H money • Value for ivities – dependent act in er th • Wea ntres, cinema pools, play ce beach, ivities such as • Varied act s, e sites/centre farms, heritag s d cs, playgroun cycling, picni /babysitting • Childcare rtainment e food & ente • Good valu options ndly language • Family-frie unts Off peak disco facilities s Safe & acces ces oi ch Adult R & R tions op b lu Childcare/c t’ activities of ‘s ly Buggy-friend es – endent activiti Weather indep ntres pools, play ce od fo t) ul • Good (ad
• • • • • •
ivities ific ‘family’ act Non age-spec tions Varied food op
roup discounts Good value/g ific activities Non age-spec R & R Adult space – tion e accommoda Adjoining/larg
n (close to
ccommodatio Good value a relations) options Lots of activity
N
PROPOSITIO
time Quality family e th nable Cost and e at a reaso R options ption that ther ce • Adult R & er p price ‘healthy’ gh/ • Varied & won’t be enou us o. en d s to children’s m e”) suitable thing (“Value for tim ns tio op b lu • C ess to also • Close/acc The weather is y a d , ls a iv st shopping, fe barrier, along ctivities/ a a ch sily ea b s, ip tr with lack of ea ne -li on ts le or b sp accessi inment a rt te en ia n ed tio a • M inform for kids ooking • On-line b ng Fun and relaxi nd a er th Wea family time dler ption of activity ce • Baby/tod er p otty, equipment – p options so they y g bath, bug bring it don’t have to rooms • Adjoining each, b : • Activities rm petting fa s, playgrounds family time ough Quality en t no nd le a t Cos at a reasonab n activities/ re ild ch er o ld d O to price facilities
ate activities Age-appropri es/clubs Social activiti Good food • • • •
RS KEY BARRIE
s options Health/wellnes edentials Environment cr ild • Adult and chns dining optio
food/
Cost and Narrow age b activities
n to Need a reaso ith stay longer w es tiv rela
Memorable a family time at ce ri p le reasonab
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UK families
The British ho lidaymaker re presents 50% Irish tourism m of the arket and 40% of its visitor re so the UK fam venue ily market offe rs a great opp to Irish tourism or tunity . And there a re many simila between the U ri tie s K and Irish fa mily categorie s. As the core fa mily segments in the UK rem similar to the ain Irish ones – ju st differ in propor – catering for tions the domestic fa mily can have additional ben the efit of also ap pealing to the family categor UK y. • 29% of a ll UK househol ds include child • 25% of th ren ese are lone p arents • 40% are blended famili es • As family time and income is very much constrain ed, the UK fa mily is VALUE consci ous • UK families a re also lookin g for a shared distinctive fam ily experience The difference s then lie in th e size of each fore-mentione of the d family segm ents: • There is a hig her proportion of blended families in the UK – the 2nd highest in Europe • The average fa mily is more lik ely to be 2 children, althou gh in research 95% of parent said family pri s cing should b e 2 adults and least 3 childre a t n • There are few er vertical fam ilies holidaying tog ether • According to Mintel approxi mately two th of UK families irds book holidays on-line, so thei expectation is r that Irish web sites can mee demand for b t th is oth informatio n and booking just as the UK s, tourist sites do • UK school ho lidays fall rea sonably in lin Irish ones, exce e with pt for mid term breaks which may present a n opportunity to Irish provid • The choice of ers easily-accesse d and reasonab priced foreign ly holidays for UK families is vast
The UK’s view of Ireland nd is a The British market’s view is that Irela greatly friendly and familiar destination – May 2011 enhanced by the Queen’s visit in visit when Tourism Ireland estimated the itive pos in would generate €150m alone publicity.
parents/ Six million British citizens claim Irish the es anc grandparents, which further enh . kets mar clear connection between the two ently So whilst 59% of British families curr Ireland to el trav as , holiday “at home”, and as y eas by sea or air is as quick and uld be travelling within the UK, Ireland sho seen as a viable holiday option. the UK tourists to Ireland typically cite n reasons countryside and scenery as the mai te the for coming here. But these also crea here do to little e’s misconception that ther (outside of Dublin). UK Euro destinations are also seen by the and ive, ens holidaymakers as exp regarding perceived poor transport options services the quality of our roads and public ortunately are other additional barriers. Unf potential the fill pes alcohol-related stereoty would this and UK tourist’s knowledge gap, lar. certainly put off families in particu ortunity So UK families represent a clear opp are e ther to the Irish tourist industry, but and issues to address and clear, positive key. informative communication will be 2002, Social (English Tourism Council research 2006 and stics Stati onal Nati e Offic Trends UK Fáilte Ireland research)
11
12
Exercise 1 siness? suit your bu your current Does Family that describe es on e th t ou b are, when they ts and think a ers, who they family segmen om of st le cu b e ta es e th th g Go through oints regardin mend you, etc. down some p id they recom d te , ri ck W a s. b e er m om cust , if they ca ey did/bought came, what th
rank them. ur business and yo to is up ro each g how important Now consider
13 they ers, but could current custom t n’ re ? a t g a in th et ey worth targ ked, the ones tations? Are th you haven’t tic ec es p on ex e nd th a t a s ed Look t their ne ur service mee be? Could yo
resent an Could this rep . et rk a m K U regarding the e points made th er id ns co Now s? r your busines opportunity fo
Mak i cust ng you r o of y mer aw o a mea ur offe re ring ns y to th o ink u have like them
ers m o t s u c How s n o i s i c e d make sa journey follow The customer at steers them distinct path th ecision making through the d steps. process in four
14
can ch in turn, we Examining ea ight nd how we m determine if a ge as ence each sta positively influ h this gresses throug ro p er om st cu the ions. series of decis e at this from th Here we look , nt oi p er’s view generic custom cally ifi ec section sp and in the next perspective. from the family
te, other via your websi This could be ous site s and the vari tourist website cal d with both. Lo links associate ous vi ob are another tourist offices aflets le s, ation. Poster point of inform al rketing materi and other ma also n ca s y place displayed in ke . play their part of ility in the form And high visib in street /or retail/ma advertising and ness s to this aware presence add ortant p ate the all-im and can gener your product. familiarity with
your is that making A point to note ng ri fe re of your of customer awa e them ed to think lik means you ne out what ouble to find and take the tr w they nsume and ho media they co tourist nd a l re of trave a w a e d a m are your crucial These are all . ts e, uc g d a st ro p e tiv is the cogni tunity. The first stage needs points of oppor er om st cu l tia en where the pot product ese can ware of your a ood mix of th e g d a g in d to be ma fin And ing on r you than rely or service. work harder fo . eting medium a single mark the ss ne re a w a is To generate th y of s to have plent ed ne customer nd read to see, hear a opportunities duct. about your pro
Step 1 Awareness
Step 2 Motivation
be then needs to This familiarity order vourability in converted to fa ently ci ffi consumer su to interest the d fin em to act and to motivate th t you. out more abou
umer suade the cons enough to per e uct, but will b to tr y the prod don’t ey th t a ermine th et d to h g ou en have’ . The ‘nice to try it if absent ational ill be the aspir factors then w motivators.
the t it’s easy for It is critical tha on n d informatio customer to fin this must service. And your product/ -to-date formation: up be the right in s, g times, acces prices, openin etc. special offers er can is, the custom Armed with th tions the different op then evaluate is th o em. They d available to th klist informal chec via a formal or ice el would be ‘n of what they fe d to what they ‘nee to have’ and have’. ve’ will be the The ‘need to ha s without which hygiene factor . ill not be tried the product w e b ese may not Importantly, th
Step 3 Sale/trial
es the various box Having ticked ve sufficient positi and now with tr y ill w er e custom th n, tio a iv ot m your product. to this ents that go in All of the elem y king, the journe sale – the boo atter m ill w e, etc. – ic rv se e th e, ther uct e actual prod as much as th omer’s affect the cust itself. All will ence nd all will influ experience, a ecision d nt subseque nd a s ew vi r thei ur recommend yo to repeat and t. product, or no
t it's a h t l a ic It's crit customers r easy fo formation in d n fi o t/ t c u d o r rp on you service
15
Step 4 Re recomm peat/ end B ased on this expe rien
16
le a s e h t ter Even af opportunities re there a ce your en to influ s experience r’ e m o t s cu
ce the cu stomer w 1. be m ill either: ildly sati sfied an 2. be a d will le pathetic ave it at ally diss that; dissatisfi atisfied or suffic ed to co ie m n p tly lain or b product; ad mouth 3. will your be so ha ppy with repeat th th e experi e purcha ence tha se and p the prod t they ossibly re uct commen d Even aft er the sa le there influence are opp these vie ortunitie ws and positive s for you maximis experien to e y c o e u . r custom touch, a Getting e sking fo fe rs e ’ d back, sta r and re offering ying in warding discounts recomm for furth to the ov endation er busin erall exp s, ess, all c erience. ontribute
Exercise 2 g questions: the followin r e sw radio ad, n a d mmendation, rney an u co jo re s n, r’ e tio m ca o lo ur cust u? (press ad, Consider yo d out about yo fin s er om st cu How did your ) website, etc… tourist office,
out about you? ey could find th ys a w r he Are there ot
to find spurred them t ha W u? yo in they interested sit? Why were vi to em th d What motivate er, etc)? itability, weath su , rs ffe (o e out mor
to overcome cles they had a st ob ny a e er /visit? Were th em to purchase th r fo it s a w ? How easy ent issues, etc) ort links, paym p ns a tr n, tio ca (finding the lo
that customer? ? And who is om st cu t ea p is re your business How much of
ns? recommendatio om fr es m co s your busines How much of g? recommendin
oing the And who is d
ience a visitor exper ve ha , s: w ie no it rt iv le act en why not sta Other possib ur customers th yo sk a y d a lre out about you If you don’t a w they found ho rd co re ys a book and alw
17
ith w e g a g n t a How to e e r g e t a re c d n a s e i l fami es c n e i r e p x family e
around als and events iv st fe ny a m e ill also Attending th to families, w nt ok va le lo re t’s le re a w t a p no the countr y th ssociation with omer roadma holiday and positive a its Taking the cust ss s ke ne a re m a e w a nc create ily audie at how the fam iendly brands. tourist service a s a u yo t other family-fr ha w nd a ns io e decis ly affect thes ay be do to positive that families m s er d vi ro p provider can r d Identifying othe twork that coul give you a ne decisions: ill w nd , a in ns ed io st intere promot selling, cross s os cr r fo d be utilise tion. package crea table, families mily segment fa e th in t en id ing holiday nty of As ev rmation regard n there are ple fo he in w t d ou te ek ea cr se ad the first port actively Awareness is et is typically see, hear or re rn to te In ily m e th fa a nd r fo arch on pursuits. A opportunities ore to do a se ef er e. th ic rv le b se sa or vi t duc lated of call. It’s ad petition and re about your pro m co its on nd a ng customer your business ould be. hat the browsi where you sh w is e re se a to es s, ili se m ur busines Wherever fa ver they go, yo ad and where re ey th r ve could find: te Wha sence. re p a ve ha ular to product needs und via the pop fo ly si ea e b ld rowing Your site shou how they as there’s a g ily customers nd m A fa . g es in tin g is en ex sites both tions search Asking your with kids” web read, what sta o d ey th to t t ha ha w “w u, number of u should have heard about yo visit, will give in your area yo hat sites they w nd a nd a lly to na n tio te to na other tourist d use they lis with these and edia you coul ks m lin e th er id of ns ea or co you an id Exercise 2). ebsites. reness (as per a w a te a information w er en g se wisely sites such as tion, but choo al family web er op n en a g r is a g ul n in p is tio Po .ie, Advert wasteful op www.fundays n expensive or l w.daysout.ie, ua w ct w ilyfun.ie can a e .f th as it can be a w y b and ww am /heard ie en e. se im t st no id s yk it’ e nb ferings www.m especially if eting. Radio ca eas on other of rg id ta ul ef re us u’ e yo d vi up also pro customer group es holidaying u might team ially as famili with whom yo ec p a es re r's a e, he ur iv ot ct yo fe ch in e ea car! very ef ation, publicis t of time in the rm lo fo a in unts. d re co en a is d sp sh and in Ireland lementary p m co r fe of en ce your l business, or ev nd all nationa y reviews so on a rr e, ca iv o ct ls fe a ef s e te at you rr y These si PR can also b s imperative th it’ magazines ca te er si e um th ns on co stomer business is newspaper and can see the cu singly covering u ea yo cr so in rly re a a and check in regul ell as human travel sections necessary act options, as w nd a ns ck and where tio a a b . ed le fe ng a t is Irish destin tour with a travel or on it swiftly. interest stories mmendation is in the media r to peer reco ee mpetitions run p co , lly nd a a r fin fo ns nd io A turn raising (see Promot coverage in re for awareness nd el a nn a ce a ch sp ct u fe a per will give yo dation ideas). duct. iscounted pro nd Recommen d a t or ea p ee fr Re e m so ne, edia, magazi your chosen m re su ke a ur m Again audience as yo has the same radio station target market.
Awareness
18
Motivation
urist o t y n a M sites b e w ’ s r provide sic a b y r r ca rices do NOT p e k i l tion a m r o f in
So what motiv ates families to select a holida destination, a y ctivity or accom modation? The key motiv ating factor is families’ aspir family memor ation to create ies. What this great m eans in practic are several m al terms, is tha otivational dri t there vers we need to address: Expectation s and inform ation Families have distinct satisfie rs and disatisfie and they will rs (hygiene fa seek out the re ctors) le va nt information these can be to gauge whe met or not. ther It’s therefore im portant that cu stomers can a swiftly, all the ccess, easily a relevant and ke nd y information re factors, such a lated to the hy s pricing, disco giene unts, access, ancillary serv location, timin ices, childcare g , , etc. Families need to be able to do this easily the general fa – whilst the In mily websites ternet and m akes finding in still up to the formation easi providers to en er, it’s sure your site navigate, and is up to date, has all the rig ea sy to ht information. Many touri st providers ’ websites d information o NOT carr like prices y basic You should als o review your website with a critical eye: Is family-oriente the informatio d n on it relevant segment? Doe to your family s the imager y on your websi focus? Could te reflect your you make it m family ore appropria facilities, direc te to them? Are tions, opening the times, prices, other bundles family packag easily found on es, the site?
19
easured r families is m Satisfaction fo d with duct compare on how the pro can, using ns. Providers tio ta ec p ex r ei th rochures g, websites, b your marketin tions, but these expecta etc., influence that your to remember it’s important ce and indeed n also influen ca rs ito et p m co . s’ expectations raise customer particular t providers’ in Foreign touris er impressive ability to deliv r ei Th . is th o d s set the bar er intimacy ha om st cu of ls expect leve so that families ys a lid ho ily on fam d to their eet and respon providers to m especially to e flexible and b , ed ne y er ev be reliable. ust be pectations m Families’ ex ally met and ide recognised, exceeded.
20
. ular segments plays in partic s families to Research show idden costs’ – be wary of ‘h e hotel that for example th ackages but offers family p l e of their poo charges for us airline of towels; the and provision with extra eap deal but ch a rs fe of t a th nce costs. age and insura g g a b , ng ki boo tes that clearly indica h rc a se re er Consum parency. The ers want trans today’s consum gilant in is especially vi er um ns co ily fam this regard. nd discounts s packages a Offering variou option er to select the om st cu e th s w allo l value to most persona e th s er iv el d e can that family packag a le p m a ex r them. Fo rmats: have many fo
tions will ent of expecta Mis-managem who may in ppy customer, create an unha y customer vocal unhapp a e om ec b rn tu duct, which bout your pro a in la p m co aining and d that is fast g en tr l ra ou vi a is a beh ding to the nt years accor ground in rece . sumer Agency National Con
ren lts and 3 child u d a 2 : y il m Fa up of 5 Family: a gro + €2 lts and 1 child u d a 2 : y il m Fa child for every extra / kids go free e e fr o g lts u d A
ring is to e worth explo nu ve a l a on iti d An ad l. As the nature upon/City Dea ro G se ili ut nt a least within a restaur hild-friendly” mediate or at “c im a is , le is p th m a of eful tool For ex it can be a us u" sets an e, en m m a fr s n’ e re tim ld t hi shor footfall with a "c r appropriate k, encourage fe oc of st ey ss th ce t a ex th ls can to shift expectation le value, not etc. These dea b s d na io so er a p re t et a ui ing q children meals any popular (as seen in a dur essed by the m k” for €9.95 cc a ea st e b in o ls rlo a si ur own “6oz s, as well as yo te si )! nt eb a w ur a ily st m fa services. Dublin re other similar end a ity iv ct a on-line rdability o ff a & e lu t Va r is wha otivating drive Another key m e value of eems to be th the customer d ally for service. Cruci the product or etary value not just the mon is is th , es ili m fa ergy and o the time, en lity and or cost, but als ell as the qua w s a s, st co l emotiona product. ” value of the “memorability price, you a good value t se y el in nu To ge e families’ pricing from th ur yo er id ns must co price and d the role that perspective, an eived value – portantly perc im e or m e lu va
ue l a v s e i il For fam re o m t u is abo ney o m n a th ecklist material ch parent ear and trans cl s ce ri p e th • Cost - are den costs? with no hid special ts - are there n u co is d & • I ncentives iscounts or affiliated d es g a ck a p , offers r tourist s, groups, othe (Scouts, school available? partners, etc.) r directions – are there clea s n io ct e ir D • ds and wns/main roa to st re a ne om fr ith distances? motor ways w ns urs and seaso e opening ho th re a s e • Tim ted? clearly indica ear indicator – is there a cl y it il b a it su • Age propriate for ilable and ap of what’s ava age groups? different family are there if it – what options r e th a e W • rains? catering – what are the k n ri d & d o • Fo eir own food? milies bring th fa n a C ? ns optio re there high heated up? A elchair Can food be options? Whe g tin ea y lth chairs? Hea s? & buggy acces formation on – is the in • Informati oes the ings change d th s A ? te a -d up-to e? rovided chang information p ilable and cilities are ava fa t ha w – s e • Faciliti groups? for what age ation & safety inform lth a he ur yo is • Safety – prominent? have special nts – do you e v e l a ci e p • S ch as ing on days su ster, events happen m as, Sum er, Ea tm is hr C n, ee Hallow Day etc. Grandparents Mother’s Day, u have views – do yo re & n o ti a it • Accred customer , standards and accreditations reviews? numbers ils – telephone ta e d ct ta n • Co for further ostal addresses p & il a m eand information.
Marketing -friendliness, Perceptions of price, family n tio p ce er p act. Irish Customer’s r motivation to ei th s ct ffe a , suitability etc. family holiday n of a foreign tio p , ce er p ’ es famili lities, sunshine mpassing faci co en ys ll a a lid on ho d Irish is base r perception of ei Th c. vely et iti n os fu be p beaches, n nonetheless ca ut b l, el w may fare less munication and ro-active com p n) y b d ce en influ areness sectio ibed in the Aw cr es d s (a g in market messages language and ly nd ie -fr ily m ate this see The use of fa ption. To illustr ce er p is th to ed can contribute by well-regard e phrases used th of e m so below providers tourist/amenity family-friendly and the fantastic value s, ie or em m t “Grea estinations” mily holiday d world’s best fa First Choice
ories creating mem ts en om m l a ic “Mag you” as unique as s rc a Center P ilies” for happy fam “Siblu - French ne at the hing for everyo “There’s somet Resort” Alton Towers s” heaven for kid “Keycamp is ns? s the decisio phasis Who make with varying em o, d d a D nd a also key Of course Mum t children are Bu . es ili m fa t Few providers in differen ily purchases. m fa t os m in TV influencers ct the Disney are of the effe w a un rict e st b re ot a cann there ren. That said ild ch ing to on et ve rk g ma ads ha elines regardin d ui g nd a p ns nt of ester regulatio n of any amou tio ea cr e th children and power.
21
To stress test y our product from t he family perspe ctive you need to p ut yourself in the ir shoes Trial
22
Repeat & recommend
the family will for satisfied tly motivated, tions will make omer st ta Once sufficien cu ec p e th ex g in e tin g Mee pectations e next sta eding those ex t. ce uc ex d move on to th t ro p Bu s. ur er yo custom ss, and tr y ns. And decision proce recommendatio will generate ensure both this trial spirations will a er g th in he er w iv el to d in t business. ts go ns and repea Many elemen t: tio a no d or en n m io m ct co re r satisfa out and make meets with thei milies do seek live up to fa f el nd its A t uc d ro r families. They • Did the p dations to othe en m m group co re ? loyal customer rly expectations a ul ic rt a p are also a t purchases. service good? • Was the d, make repea or just fie ed tis m sa co if el , w ho n w childre • Were the there’s an ? tolerated er is leaving, om st cu ? e ng th ki s Even a was the boo r experience. • How easy to improve thei ty ni tu or p e? op er yed your g th how they enjo • And gettin es ili m fa g in sk e? A do to improve ng ther hat could you • And leavi w nd a t uc d pro r opinions. terested in thei the in om re fr u’ ng yo ri s fe it, show test your of edback and To really stress em for their fe put yourself th to g in ed nk ne a u Th yo s you really tive some way show family perspec product in ur it yo g h in rd ug a ro w th re Walk and in their shoes. inions. ific family hat ec sp value their op a ng ri ea w e s. ic rv ed se ne or eyes and eing given through their feedback is b experience it here positive W about repeat there and then opportunity n sk a a t o ls no a is hy e w stag ns? Carefully es, commendatio g The purchasing a re r ck a /o p l nd a a on ts to visi fer additi with es can be used to upsell, to of ucted incentiv partner deals tr w en ns ne ev co e or g , a ts cour group discoun ate this and en ers. d od vi m ro p om e cc rt ic a a rv p a u ry se complementa ell as setting yo business, asw e too” “m er th just ano ng ri fe of t no as e. product/servic
ll. a s i n tio ke Percep a m l l i sw e i l i m a F sed a b s n on i decisio t p e c r r pe i e h t n o od o g a s ti of wha estination. d y a d i l o h e, dventure, activ ment can be a in a rt be te ly en in a ily rt n ce As fam sed, families ca a -b re ltu e g cu hu or heritage liday. And the a domestic ho on ed in t are listed a rt te en ily appeal tha m fa l ith tia w en es ot iti ament struct p range of activ ebsites are test w arriers that ob d b y ne ke tio e en re e m th sly There are chase and thes on the previou making the pur om fr s er om st cu to this. ssed: ication must be addre -to-find commun sy ea nd a nt Clear, consiste money iendly activities d value for lth of family-fr re ea he w w s st ne ui co en 1. Cost an en g hidd counter this of the e essential to nscious of the al or co ef on re er iti a d th d es is a ili n ns a m Fa liday is and optio of the family ho sive – en p ever y aspect ex s a en misconception. ren is se ild ch g in ng ed ei Fe b extra. r to children free of charge, e food on offe onal in this range of iti ith d w d a to be n n io (a us this despite th cl nd The in s, also needs ce nd fast ki ri a p p ve ea si ch en e p th ing inex typically of n that Ireland And entertain expensive and ss the perceptio nce in itself). a re d oy e d b a nn o a to ls l a d a n te nt a pare Ireland ca communic t on holiday in mily choice. cing – ri p in ty children whils ri a p n expensive fa is a d is t a re g a s there’ family. expensive as child, €27 per er p 5 € e, rg r free of cha 3. Weathe ing about the ed ss re can’t do anyth d d e a w y y a sl w ou er, popular e vi m b so O uld be in arrier. Howev b co y es ke tiv a a ng is g ri it ne fe of e also These weather, and r providers and Northern Franc s he a ot ch ith su nd w A ns in s. tio le a by linking yet manage to product bund foreign destin ge deals and t weather and en r em ei cl th in nd e a nc families packa options experie after year. ication of the families year ake sure h m is Ir better commun nd a ct , a ty ttr ri a a t least offer cl costs would a ilable to them iction that the of what’s ava re a w a families’ conv their re a it ift su sh t a to th families s ed ce ne choi We eir family ake informed e success of th th s te ta ic d so they can m er of the many weath ey are aware eds. th ne ng ri nd a su et en g y b bud le throughout holiday ivities availab ct a t en d en ep weather-ind nication ns io is ec d 2. Commu ke a ill m the countr y. all. Families w d oo g s, leisure a is Perception is t n of wha ls, water park tio oo p p ce g er in p m r ei im in sw based on th days out. common The increase r great family n. And it is a fe tio of a s tin a m es d o ne y d ci a holid ings to from local centres and e are more th storical sites, er hi th t nd a a th e n g ta tio ri percep The many he es and parks, abroad. to countr y hous ns w to in s with children m literally awash museu And Ireland is n. tio op er th ivities that are are ano adventure act nd a d se a r-b with wate milies. ularity with fa op p in g in w gro
urchase p o t s r e i r r Ba
23
Exercise 3 is section, formation in th in e th ng si U ? uld do better. e with families nd what you co rrently engag a cu u ng ro yo w o , d ht g ow H doing ri list what you’re consider and
g the various n be, regardin ca nd a e, b to ations and xible you need n’s list of motiv fle io ct w se ho st er la d e si Con . Re-visit th eat visits. d like to target t trial and rep p m ro p segments you’ nd a to address this consider ways
24 ccompany backpack or a a nd a y b a b t did you ng a eir eyes. Wha business carr yi th h ur ug yo ro h th ug s ro es Walk th nce your busin tr y to experie a family and e? ould you chang learn? What w
ke particular ur product. Ta yo on h rc a se ents and also h Internet ns and comm tio Do a thoroug ip cr es d s’ te arty websi note of third p sor.com ch as Tripadvi su s te on any of the si on s review -line? Are you on if d un fo ly si s ea product? And Is your busines describe your ly te ua eq d a o they family sites? D to do about it? are you going n/ ca t ha w t no
ivities will who these act n ow d te ri w and is using Analysis of th and marketing g fit in ne is rt Be t ve d os a C a Review your es. Consider in what volum nd a ch a re really as a guideline: the table below
ibility? Think ce? Value? Flex oi ch r fe of u ted without do yo e accommoda cing options – b ri p nd ur a yo es e ili in m fa Exam e discounts. may appeal to ate/last minut es /l iv rly nt ce ea in le t p ha m about w iness for exa ve for your bus being prohibiti
e day and ous times of th ri va t a er b m ur telephone nu ping – call yo Mystery shop e. test your servic
iness, are of your bus w a e d a m e b d segments coul ey return and the identified ould ensure th w t ha w nd a Jot down how tr y it, otivate them to what would m ur business. recommend yo
25
– k l a T e h T Walking e s u o H t r o Westp
26
sed attractions the family-focu , 8 0 0 2 In 10, te Adventure business in 20 nded the Pira in ra -b rs a re ye e er 0 5 w asure trove ilies Celebrating a genuine “tre urists and fam to ng ri rs fe fe of of rk se Pa ge groups Westport Hou tering for all a rich in histor y, e ca nc n” ie fu er p ily m ex an y, boats of fa in particular, iniature railwa uably m rg , A es n. d ri fu ng nd a lli ri nture with th , alongside or heritage, adve r the under 12 ist – domestic fo ur to es id ily sl m fa nd a e ildren- and whatever th te options of ch ey’ll find it just a th d r, se fo e g or in m e ok th bitions foreign – is lo in the superb ded tours, exhi t ui or g tp ed es us W oc of t-f wn adul . outside the to estport House W of ng and fishing. tti se parkland families’ to do s at the top of the grounds, to ay in st it e tu re a su st e en nz To tivities are From the bro lty, Westport annon, more ac ya Sh ro e th nd a of t cy es a w pir and list the stories of the fun evolves 6th centur y as 1 ar e ye th y ith er w ev n ectio added House’s conn catered for. ught, Grace na on C of every need is en of n Pirate Que re child lls families and ouse can O’Malley, thri E Westport H IN SH R O IN RA additions all ages. with its recent es ili m fa in a entert activity centre t the an adventure ability to mee of ’s 1 se 1 0 ou 2 H t in or hilarating om But Westp of the family fr popular and ex s e th ed ne ng ri nd fe a of s well as expectations mbat games a in its broad co s r lie se s la nt , re g a in p rb nd zo ar, they toddler to gra not just ddition, this ye a of In e . us ts ll or fu sp s r ake wate ent ur own Pottery offering that m ed a Paint yo lso its magnific d a d ut a b ve f, el ha its e house and a its the House basement of th sources, and e re th l a ra to tu io na ud st nd n hich includes surrounds a Experience w mily destinatio fa ile r a a U ul s ne op ou p in m e ra fa G proximity to th ur about the in inute guided to t. m or the 0 tp 3 to es n W tio of town r connec queen and he te vated a ir no p re ly in a new ublic in es p d e lu th nc to co e us the ho house, and r maritime life. y Since opening that depicts he s been activel a ha re a se n ou eo H g t un or d 1960, Westp ttractions with added a es ili m fa g in target . over the years
se u o H t r Westpo combine to nd strives a y t u a be natural ities n e m a great additional has a full list of te si eb w e th And staying in all areas. and campers es ili m special offers fa g tin si t vi a r, th a p ye m This mmer Ca lso join in a Su mbine natural onsite could a tdoor setting, se strives to co ou ou l H n t ifu ut or tp ea b es ’s W e site and its Carava fully utilises th at amenities, r a fun study of re fo g s ry w nd a ve llo a y e ut nd bea danc ities, a rs both in abun se itself. fe childrens activ ou of H te e si th rray p e a m d a st si and C The va music in ilies in mind. m fa art, histor y and ith w lly ud s incl es specifica ble to camper it ila su va to a s ns ie tio lit ci op teens), of onsite fa lenty of dining children and r fo l g tia in en There’s also p ud ss cl (e et in WiFi access ds, free use of ites and budg nd playgroun a with various appet r a om ul ro op n p tio ng y and pitch & recrea as provi indoor soft pla , ep families is new picnic are ke nn to te , nd is A nn . night and table te us families well as movie hosts s a se s g ou budget-conscio in H t en or ev tp putt in the ar round, Wes nds. coming all ye Father’s Day e lik ts disco at weeke en ev en l te ia ec , Sp st of Fe n a number les, Hallowee interested in , Car Boot Sa ts un H re s. su p ting family is m ea si Tr vi ca e er th m m er th Su adventure So whe erland and or y, an active st hi Winter Wond en ue Q er ones, the Pirate for the young zes n si fu r nd oo a td es p ou a experience, come in all sh tion of all of a choice of or a combina • As families d , g te in ea p cr m s ca ha ic rtainly ouse scen so Westport H t House can ce or tp es W e, ov ns: the ab payment optio them. ited use of lim un es d vi accommodate ro p ss Pa rk te Pa ra • Pi venture se & Pirate Ad Westport Hou price of 3 2011 - for the ss Pa te ra Pi l • Annua 120 days may visit up to days, families discount ticket purchase e lin nO % 0 ens as well as • 1 for senior citiz s ce ri p ed uc • Red ee) nd under go fr children (3s a tickets for the r combination fo ts un co is D • es various activiti a further 15% campers gain ily m fa g in rn • Retu se repeat purcha discount on a
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There is little m ore enchanting tha t the sight of a child engrossed in a book
– k l a T e h T Walking l a v i t s e F k oo B y e k l a D e Th s
unched in Festival was la ok Bo ey lk a D e wealth te and foster th ra b le ce to 0 201 e town. and around th in nt le ta ry a of liter
28
borne e festival was The idea for th alkey ns within the D from discussio unity’s m and the co m Business Group p e roblems ed to tackle th desire and ne cession. trade in the re of dwindling adcaster nalist and bro ur jo d ne w no Re ted the iams, who visi of local David McWill about the idea n tte ri w d ha group, his weekly hting back in communities fig ent. Irish Independ column in the
erformer authors and p e th se ur co And of t be a there would no without whom book festival.
Children ing than the more enchant “There is little a book. engrossed in ild ch a of ht g si re of the be at the cent Children will er a dozen Festival with ov Dalkey Book lk, draw and up to read, ta authors lined even dance” ). ookfestival.com (www.dalkeyb
was deemed et, the festival From the outs n were event. Childre to be a family ell as audience as w n a s a ed ud incl ositive ants. whelmingly p er ov active particip n a g in e th Follow of e t on suggested tha as a full day response, he Dalkey to festival there w ue 1 1 iq 0 un 2 s e ce th t ur A ren, with valuable reso live here and ifically for child ho ec w sp rs ts te ri en w ev e d of shape might be all th from renowne e town in one nd workshops th a s ed lk nc ta hn ie Jo er , p le have ex so the Dalkey ing Roddy Doy e years. And writers includ mh Sharkey, or form over th don Snell, Nia ted. or ea G cr e, s a yn w l Bo a Gillian Book Festiv Don Conroy, , b eb W h ra Sa k, Mary uise Fitzpatric is down to s Lo ear ri ye a o M , tw ue st k, fir Perd n of , Conor Kostic Its success in its ive collaboratio , Nicola Pierce ct on lle st n co g a in m ed K at ew in N John the co-ord illiams and Sian se Fitzpatrick, ui cW Lo M eri id a av M D its founders . nteers, and the rb team of volu and Judi Curtin pe su a l h, ca yt lo d Sm an ity un Dalkey comm goodwill of the pport and have offered su businesses who al events. es for the festiv provided venu
g and dance tration, drawin us ill , g lin el yt Stor from the best l as readings el w s a s p ho ars old to works ren from 3 ye ild ch r fo rs te ri gramme. of Irish w part of the pro ed rm fo o ls a teenagers e were lots the festival ther ut ho ug ro th gaged, And ildren to be en ch r fo s tie ni tu ets of Dalkey of oppor ed on the stre lv vo in nd a nd entertained uppet shows a cepainting, p fa , ic us m ith w strations. cooker y demon
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et s t u o e From th as w l a v i t the fes be a o t d e deem ent v e y l i fam
Photograph courtesy of Barry at photogenic
– k l a T e h T Walking c i n c i P c i r t c e The El
30
ic has e Electric Picn Th , on rs a ye 8 ique annual f as a truly un el its d he lis b esta lawns of id the rolling m a t se l, a iv st Irish fe ll, Co Laois. Stradbally Ha rt, theatre, great music, a r fo d ne w no Re and holistic omime, food comedy, pant nt years ival has in rece health, the fest ger appeal to youn expanded its The effort by . lts su great re ith w s er ck ni pic meet understand and to rs se ni a g the or paid off. s has certainly families’ need ing families from all attend ck a b ed fe e Th firmly on ectric Picnic is El e th nd a t a is gre ivals! ndly list of fest the family frie
plenty families have e, is t-w en m in Enterta amused: keep children of choices to rea is a s” children’s a id K l ou “S e Th has a r children and wonderland fo and rs babies, toddle reception for preciation of 12, but in ap children up to ill out space also has a ch it o, to s nt re a p for parents.
are level, families At a practical ecially sp a ated with well accommod ted for cr Campsite ea ily m Fa d te designa ng for their enuinely cateri families and g ple is within rking for exam Pa . ed ne y er ev nd this to the tents, a ity m xi ro p e clos for is exclusively part of the site need to rents have no families so pa revellers wdiness from worry about ro ise. or late night no
keep Soul Kids' just Like children, Electric Picnic e it started at nc Si ! g in w ro g agical rown into a m g s ha it , 6 0 0 in 2 by both ce embraced & creative spa Soul Kids' ren alike. The parents & child energy & a lot of love, team have put s' area over to the Soul Kid in n tio a in g a im to develop ars and plan the last few ye even further. ed its Kids' broaden In 2010 Soul of the w cing the hole ra b em es ri a bound radbally Gardens of St d lle a W g in Enchant l space d this magica Hall. They fille ity, fun, ance of creativ d un b a n a ith w rinkling of ore than a sp m & n tio a in g ima agic! fair y dust & m
he t y b t r The effo s to er s i n a g eet r m o d n a nd a t s r e d s a un h s d e ’ ne s e i l i m fa off d i a p y certainl e Soul Kids’ portance, is th im r a ul ic rt a p Of catering for e challenges in th of n tio a ci appre an impressive 0/11 offered 1 0 2 in nd a n amazing families , presenting a es ili m fa r fo e orkshops free servic tertainment, w en , es iti iv ct a assortment of of the er the course ov es nc a rm fo & per nd. festival weeke yoga and active such as e th om fr e ps, Activities rang ming worksho usical – drum m e th ling to g g , g ju in l with danc - to the unusua s co is d ns nd a tio , singing re relaxing op s. And there a & and circus act weaving, arts elling, willow yt or st s. ith ow w sh o to puppet odelling and m on llo a b , crafts erent milies have diff fa t en er iff d ddlers Of course babies and to re he w lly ia area needs, espec lso a separate a s e’ er th so , st are concerned ies which is ju lled Soul Bab ca s id K s ul ie b So within nts. In Soul Ba and their pare , junior Arts for under 3’s , sensor y toys a re a y la p ft nd there is a so ed staff on ha y of experienc nt le p are & ff a fts st ra ic get &C ic team of ener st a nt fa the ur O er . ov ren to help parents & child in a rt te en to on hand nd. festival weeke course of the
Soul Kids to families so nt ta or p im ed Timing is deem om 11-7pm on on Friday & fr m p -7 2 facility om fr is open aby changing b re a e er Th nday. convenience. Saturday & Su a for parents' re a s' id K ul within the So gnificantly to el safe adds si fe es ili m fa ppreciating Ensuring festival, and a e th of t en ym s this is their enjo itical to parent cr is ty fe sa s anisers. that children’ nce to the org ta or p im nt ou re also of param ers therefore a ing ticket hold p m a. a C re a ily g m in p Cam Only Fa ignated Family es d e th if a to in re a allowed the Soul Kids n only access ca ts ul d a nd A by a child. accompanied quire a ent, families re em g na a m of -registration is In terms so on-line pre o, to ch a ro p p ere’s Soul different a at the event th ce on en th in for advisable and book children to nd ha on s st Kids receptioni e festival. ents during th ev or s p worksho
31
Notes
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or air eland by sea Ir to l ve a tr s a ithin the home�, and, as travelling w sy ea d n a ck is as qui a viable d be seen as ul o sh d n a el Ir UK, n. holiday optio the d typically cite n a el Ir to ts is asons UK tour as the main re y er en sc d n a te the countr yside these also crea ut B e. er h g in for com to do here at there’s little th n tio p ce n co mis lin). (outside of Dub K also seen by U re a s n tio a tin Euro des and the as expensive, rs ke a ym a lid ho regarding sport options n a tr r o o p ed ices perceiv nd public serv a s d a ro ur o f rtunately the quality o l barriers. Unfo a n o iti d d a er ntial are oth es fill the pote p ty eo er st d te alcohol-rela this would dge gap, and le w o kn t’s is UK tour articular. ff families in p o ut p ly in a rt ce ortunity nt a clear opp se re p re es ili So UK fam ere are issues industr y, but th t is ur to h is Ir formative to the positive and in r, ea cl d n a to address n will be key. communicatio
33
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