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Sector Guide: Empty Nesters
Empty Nesters. Contents. 1.
Why is it important?
5. Market characteristics 9. What do customers want 10. What are the opportunities 15. 10 ways it can make a difference to your business 19. Learning from success stories 21. Where to get help and further information
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Sector Guide: Empty Nesters
Why is it important? Overview: Empty Nesters in the UK The term ‘empty nester’ generally refers to an adult couple whose children have left home. However there is no consistent definition of the term. Some definitions include all people whose children have left home, whether they are still in work or have retired. Other organisations equate the term ‘empty nester’ with retirees. Some definitions also include those older adult couples who have never had children. For the purpose of this guide ‘empty nester’ refers to older adults whose children have left home (or who have never had children) but who are still in work. The term ‘older independents’ is sometimes used for this segment. This group differs from retirees in that they are younger and more active. In addition, they are often more affluent than retirees and are not reliant on their pension as a source of income. For details of the retirees/grey market see the Retirees sector guide. Depending on the age when they started a family, empty nesters can vary considerably in age (from late 30s to early 60s). Most are in the 45-64 age range. Empty nesters are not necessarily couples. There are currently 1.9 million single parents with children in the UK and many will still be single when their children leave home. In addition, divorce rates among older people are rising so that some empty nesters are people who have divorced (and are living alone) after their children have left home. The size of this market is difficult to measure. The Office of National Statistics estimates that there were 15.1 million people in the UK whose household consists of an adult couple without children. However, this figure will include couples who have not yet had children. A 2012 survey reported that there were 3.7 million empty nesters aged 45-65 in the UK, making up 8% of the UK population. This group has a total disposable income of £288 million (more than double that of families with children living at home).1 In future years the size of empty nester market is likely to remain relatively stable. However, the age structure of this group will change significantly: between 2014 and 2025 the number of adults aged 5664 will increase by 21% (and there will be a further increase in those aged 65 and older) while the number of adults aged 45-54 will decrease. In other words, there will be a significant increase in the number of older people - which represents a particular opportunity for seaside towns.
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www.marketingweek.co.uk/trends/spare-cash-is-feathering-empty-nests/4001040.article
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Table 1: Forecasts for the age groups corresponding to the empty nester market, 2015-2025
Number of adults aged 45-65 % of total UK population Number of adults aged 45-55 Number of adults aged 56-64
2014
2020
2025
16.4 million
16.9 million
16.8 million
25.4%
25.2%
24.2%
9.1 million 7.3 million
8.7 million 8.2 million
8.0 million 8.8 million
Source: Derived from data published by the Office for National Statistics
The Empty-Nester Tourism Market The empty nester tourism market is substantial. In 2013 the 35-54 age group without children made 8.39 million domestic trips in England, accounting for 23.66 million nights. This group also generated £2.4 billion in spending (23% of total visitor spend). This means that empty nesters are the second biggest segment in terms of visitor spend (after the 55+ age group which includes retirees) and the third largest group (after families and retirees/55+) in terms of the number of trips and nights.2 Empty nesters also generate a substantial number of domestic day visits. In England in 2013 there were 625 million tourism day visits3 made by adult couples without children, which generated £26.2 billion in spending. Statistics for inbound international visitors do not specifically isolate the empty nester market. However, in 2013, adults aged 45-64 travelling for the purposes of holidays accounted for 4 million trips, 26.5 million nights and generated spending of £3.1 billion.
Empty-Nester holidays at the seaside Older adults without children are a significant presence at seaside resorts. One recent survey of visitors to seaside towns in England reported that 11% of visitors were aged 35-49 without children. A further group aged over 50 and without children (which will include retirees) accounted for 33% of visitors. Together adults aged over 35 without children accounted for 44% of visitors to the seaside, making this segment larger than the family segment (42% of visitors).
Empty-Nester Tourism in Bournemouth The empty nester segment is clearly important to Bournemouth although different surveys have defined this group in different ways and have produced varying estimates of its size. A 2012 VisitEngland report reported that ‘independents’ (aged 35-49 without children) made up 11% of all visitors to Bournemouth (including day visitors) while ‘empty nesters’ (defined as 50+ and without children) accounted for a further 38% of visitors. In total, middle aged and older visitors without children accounted for 49% of all visitors to the town. The 2013 Bournemouth Visitor Survey identified that 33% of visitors to Bournemouth were empty nesters (defined as being aged 55-64) and noted that this group were more likely to visit after the school holidays, and to make repeat visits to the town. 2 VisitEngland, England Domestic Overnight Holidays Summary - 2013 3 Defined as a trip of more than 3 hours duration to a destination outside the usual place of residence/work
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Sector Guide: Empty Nesters
Market Characteristics Some empty nesters are cashstrapped
those in the ABC1 social groups). Those in their 50s and early 60s are often earning the highest salaries of their careers; often both are working; and they may have repaid their mortgage. Since they are also from a generation which recognised the importance of financial prudence they often have extensive savings. They therefore find themselves with a high disposable income. Moreover, many empty nesters are downsizing to a smaller house which releases additional income. This means that such empty nesters have the income to live very comfortably. Indeed, they are sometimes described as ‘SKIers’ (Spending the Kids Inheritance!). In addition, older adult couples who have never had children are often very well off at this stage of their lives. Mintel has identified that affluent empty nesters (particularly social classes A and B) are the group that has been least affected by the recent recession.4
‘Early’ empty nesters (whose children have only recently left home) often have significant financial burdens. They are still paying off their mortgages, and have been affected as much as anybody by the recent period of austerity. Some have also faced unemployment. Moreover, many are contributing to the costs of their children attending university (particularly since the introduction of annual fees of £9000 in 2012). In addition, ‘early’ empty nesters may find that their nest is not empty for long. An increasingly common phenomenon is that of ‘boomerang’ children who return to the family home after university if they are unable to find a job. This is also increasingly common in those parts of the country where young people are unable to afford to buy a house. In 2013 more than a quarter of 20-34 year olds were living with their parents.
Empty nesters like to take multiple holidays
Empty nesters who find themselves in this situation often have limited disposable income which, in turn, will affect their holiday choices. In particular they will look for budget options, discounts and special offers in the same way that families do (see the Families sector guide).
Due to their affluence, many empty nesters are keen to take multiple holidays – indeed one recent article describes them as “escaping nesters”. A 2012 survey of empty nesters reported that the most common way of spending disposable income was on holidays (mentioned by 44%).5 Another survey in 2014 reported that 90% feel that this is the time to visit their dream destination, while 40% feel that they can enjoy their passion for travel now that their children have left home.6 They are also keen to see the world before old age makes it unrealistic.7
Other empty nesters are very affluent However, ‘later’ empty nesters (whose children have long since left home, completed university and gained a job) are often very affluent (particularly 4 5 6 7
However, empty nester travel is not all about luxury
Mintel, Market Application – Targeting the older generations, 2012 www.marketingweek.co.uk/trends/spare-cash-is-feathering-empty-nests/4001040.article http://travelsphere.co.uk/news-and-features/article/empty-nesters-are-now-escaping-nesters/#id-717 Mintel, Walking and Cycling Holidays 2013
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foreign holidays in a dream destination. Empty nesters also take frequent short breaks, and they are particularly interested in travelling more within the UK. They have been one of the driving forces behind the recent ‘staycation’ trend: the number of UK holidays taken by those aged over 45 increased by 5.1 million between 2007 and 2012.8
Empty nesters are notable for their lower usage of social media in comparison with younger people and families. A 2012 survey found that 38% of this group did not make any use of social media. Of those who did use social media sites the most common was Facebook (used by 57%). Similarly, empty nesters are less likely to use social media for sharing their holiday experiences. Instead, they prefer to recount their holiday experiences faceto-face to their friends and family.
Empty Nesters are flexible about when they take their holidays
Empty nesters tend to plan their holidays carefully
Given that their children have left home, empty nesters are no longer tied to school holiday periods. Consequently, they tend to prefer the ‘shoulder’ months when prices are lower and destinations/ attractions are less crowded. They are particularly interested in mid-week special offers.
Recent research has reported that empty-nesters tend to spend a lot of time planning and researching their holidays. Overall they spend more time online and visit more websites than families. Indeed some are ‘puritanical planners’ who research their destination exhaustively.9 Their concern is often for a better (rather than cheaper) holiday experience. They devote considerable effort to finding out what a holiday destination has to offer them, meaning that they have a clearly-defined list of things to see and do when they get there. They are likely to make use of Tripadvisor in their planning but they pay particular attention to negative reviews.
Empty Nesters use the internet as and when it’s useful to them Many empty nesters are familiar with the internet and comfortable using it. However, since they are not ‘digital natives’ they do not use the internet as frequently or obsessively as younger people and families. Instead, they use online sources as and when they are helpful. Overall, empty nesters are less likely than younger people to book their holidays online and are less likely to use smartphones or tablets when researching or booking their holidays. However, to put this into perspective, a recent survey in Bournemouth found that 81% of empty nesters used the internet to plan and book their trip.
However, while empty nesters are careful planners they can also be quite spontaneous in the way that they decide upon and book short breaks. Research by VisitEngland found that 61% of post-family couples thought about and booked a short break either within the same month as taking the holiday, or in the previous month.
8 Mintel, Domestic Tourism – UK (September 2013) 9 VisitEngland (no date) The Digital Landscape and Role of Social Media for the Domestic Visitor
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Sector Guide: Empty Nesters
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Empty nesters are interested in learning and discovery from their holidays Empty nesters are keen to seize the opportunities presented by their new-found independence and affluence. In particular they are interested in holiday experiences which give them the opportunity to explore new places and discover new things. This often includes learning new skills, acquiring new knowledge, or trying out new activities. Indeed, some may be looking to ‘rediscover’ or redefine themselves by taking up a new activity or interest. Overall, empty nesters are particularly interested in history and heritage (and they make up the majority of visitors at some heritage attractions). They are also keen to experience local culture and sense of place, particularly within the UK. They also like to try local food and drink that is specific to their destination region. Overall, empty nesters are particularly interested in history and heritage (and they make up the majority of visitors at some heritage attractions). They are also keen to experience local culture and sense of place, particularly within the UK. They also like to try local food and drink that is specific to their destination region.
10 Mintel, Package vs Independent Holidays, February 2013 11 QA Research (2007) The National Forest Company: Impact of Sustainability and Greening Issues on Tourism Visits
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Many empty nesters have a strong interest in nature, countr yside and the environment While many empty nesters are enthusiastic about taking city breaks, others want to get away to the countryside.10 Such people are likely to be members of the National Trust or other ‘wildlife’ organisations such as the Royal Society for the Protection of Birds. A 2007 survey undertaken for the National Forest11 reported that empty nesters enjoy holidays in rural areas which offer relaxation, peace and quiet, beautiful scenery, and being close to nature and wildlife. They also like quaint rural towns and villages. The survey also reported that empty nesters had greater concern for conser vation and environmentalism than families (although this was not a major influence on their holiday decision-making). They are also interested in, and receptive to, issues relating to green tourism and sustainable tourism. Overall, there is considerable potential for the many seaside towns which are in (or close to) rural areas to promote themselves to this type of empty nester.
Sector Guide: Empty Nesters
Many Empty Nesters want to live active and healthy lives The fashion for healthy living and exercise is not confined to the young. Many older people also want to keep fit and physically active and this affects their holiday decisions. In addition, many empty nesters do not feel old (and do not want to be thought of as old!). Those who are working in stressful jobs are looking for reinvigorating and refreshing experiences from their holidays. They may chose holidays which include walking or easy cycling, often in quiet rural areas (see above) or other forms of ‘easy’ adventure. Golf is also a popular pastime. They may also choose holidays based on health and fitness packages (such as spas). Many empty nesters also like to eat healthily when they are on holiday and are willing to pay more to do so (particularly where it involves trying local specialities).
Empty nesters sometimes want to recapture their youth Some empty nesters use their post-family freedom to recapture the spirit of their youth. This group are particularly interested in music and culture events which reflect the spirit of the 1970s and 1980s. Events such as Whitby’s Goth Weekends, Blackpool’s Rebellion Punk Music Festival (held in the Winter Gardens) and Morecambe’s Nice ‘n’ Sleazy festival (featuring punk and ska bands) are popular with this market.
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Empty nesters often take (and pay for) holidays with their adult children While empty nesters are often affluent not all their adult children are (particularly if they have families of their own). Many younger families have struggled during the recession especially if they are trying to save to buy a property. Consequently, empty nesters will often pay for a holiday for their extended family (including their grandchildren). Such ‘intergenerational’ family holidays are increasingly common (for more details see the Families sector guide).
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Sector Guide: Empty Nesters
What do visitors want? ‘Early’ empty nesters are often as cost-conscious as families
Empty nesters value accommodation which offers them personalised service
‘Early’ empty nesters often continue to have significant responsibilities for their children which can seriously reduce their disposable income. As such, they are as concerned as families with value for money and finding the best deals. Like families, they will be looking for special offers, discounts and last minute deals (see the Families sector guide).
In their search for something special many empty nesters shun large hotel chains. Instead they seek small independent hotels (especially boutique hotels) and B&Bs which offer them comfort and a genuinely personal service. If they are choosing self-catering accommodation they often prefer unusual buildings (such as converted lighthouses, windmills or castles).
Affluent empty nesters want comfortable and high standard accommodation
And what they don’t want… Empty nesters don’t want to be defined or targeted by their age. After all, nobody wants to be reminded that they are getting older! Neither do they want to be defined by the fact that their children have left home (particularly since many parents find that their children fleeing the nest can be quite a traumatic experience). Marketing professionals agree that reaching out to the empty nester segment requires tact and subtlety. 12 The most appropriate approach to reaching empty nesters is to identify their interests and then promote appropriate experiences.
Many affluent empty nesters want to spend their holidays in comfort. When selecting their accommodation they are prepared to pay more for well-equipped and high-quality accommodation. They value things like spacious rooms (with large beds), fluffy bathrobes, bedding made from natural materials, complimentary chocolates, luxury bathroom fittings, ambient lighting in all rooms, and spa facilities.
12 www.marketingweek.co.uk/4001117.article?cmpid=MWE07&cmptype=newsletter&ern=2AAC9CC9092732AD026C8EBA05CCA97D&email=true
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What are the opportunities? Empty nesters like to take holidays in the UK Many empty nesters enjoy taking holidays in the UK. Moreover, as the table below shows, it is not just about short breaks: more than 50% of longer domestic trips are taken by older people without children.
Proportion of total domestic trips taken by empt nesters in Great Britain, 2013
Short breaks (1-3 nights) Longer holidays (4+ nights) Aged 35-54 without children
21%
14%
Aged 55+
29%
40%
Source: Great Britain Tourism Survey 2013
Moreover, in some parts of the UK the proportion of empty nesters is significantly higher: this group accounted for 62% of staying visitors in Wales in 2011.There are plenty of empty nesters who are keen to ‘rediscover’ the UK after years of holiday-taking orientated around the needs and wants of their children. They also enjoy the ease of taking a holiday at home. In addition, many older people are increasingly weary with air travel, and dislike the general hassle and queuing associated with airports 13 (and particularly budget airlines) which has reduced their interest in short breaks in Europe. Overall, then, empty nesters represent a large (and expanding) market who are open and receptive to holidays within their own country. But while they have a positive attitude to Britain, their knowledge of the country is often patchy, and potential visitors “don’t know what they don’t know”.14 This often means that their holiday-making is confined to well-known areas (such as the South West or Lake District) or other places they have visited previously. However, they are also open to going to new places. This creates many opportunities for coastal towns (and their surrounding regions) to raise their profile among potential empty nesters to quite literally add themselves to this group’s ‘mental map’ of Britain. Such promotion needs to both remind potential visitors of what is available but also to inspire them with new ideas.15 VisitEngland suggests that promotional efforts should be targeted at markets within 2-3 hours travelling time of home since, within any destination region, at least a quarter of staying domestic visitors come from within that region.16 13 14 15 16
Mintel, Marketing Application: Targetting the Older Generations, 2012 Quadrangle/VisitEngland (2012) VisitEngland – English Destination Types See VisitEngland Marketing Plan 2011-15 VisitEngland (2013) England’s Seaside: What are the Opportunities?
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Sector Guide: Empty Nesters
Empty nesters are open to holidaying at the seaside
Victorian theatres, winter gardens and piers, or the iconic Art Deco hotels and pavilions that grace many resorts.
Empty nesters have mixed perceptions of the seaside. On one hand traditional resorts are often regarded as faded and tacky which can be offputting. On the other hand, some older people are interested to revisit places that they haven’t been to since their own childhood. In addition, the English coast more generally is very appealing, while the lack of guaranteed sunshine is not a deterrent (since empty nesters visit for other reasons).
Having long been largely ignored by the heritage industry, seaside heritage is finally getting the attention it deserves. For example, English Heritage has published a guide to seaside architecture along with an expanding series dedicated to the architecture of particular resorts (currently Blackpool, Margate and Weymouth). There is, therefore, huge potential to promote the distinctive heritage of the seaside resort for the empty nester market.
VisitEngland17 argues that the way forward is for English seaside towns to be innovative and flexible in promoting an alternative to their traditional ‘bucket and spade’ image. For example, they can emphasise their heritage, their local arts and cultural scene, local food and drink, and their role as a base to explore the surrounding coast and countryside (see below for more detail).
Seaside towns can promote themselves as bases to explore surrounding countryside VisitEngland’s research18 indicates that empty nesters want to escape to the countryside but also want to be based in (or close to) a smaller/market town which offers them other things to do (such as shopping, museums and places to eat and drink). Many seaside towns are ideally placed to promote themselves as urban bases from which to visit the surrounding countryside and coast. This doesn’t just apply to coastal towns in the well-known rural areas such as the Southwest of England. It also applies to those in Sussex, East Anglia, Lincolnshire, Yorkshire, Northumberland, Cumbria, Lancashire, and most of Wales.
Empty nesters are not tied to school holidays Empty nesters actively avoid the school holidays, preferring to take their holidays when things are cheaper and less crowded. For seaside businesses this is an opportunity to extend the season and generate additional business in the ‘shoulder’ months. Empty nesters can be encouraged to visit through special offers and mid-week deals, discounts for advance booking, and programmes of events tailored to their needs and interests.
Seaside towns can promote their history and heritage for the empty nester market Empty nesters like heritage - and seaside towns have a lot to offer! For example, many seaside towns have a quaint ‘old town’ or harbour which, surprisingly, is often under-promoted. Resorts also offer a range of stunning (but often overlooked) historic buildings. Think of the fine
17 Quadrangle/VisitEngland (2012) English Destination Types 18 VisitEngland (2012) England’s Seaside: What are the Opportunities?
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Events are a way of attracting empty nesters to the seaside Many seaside towns now have a lively events programme but some resorts could do more to develop events (whether for a single day or a couple of days) specifically orientated towards the empty nester market. The type of events that are appeal to this group are those based on nature (such as bird watching or bat walks), food and drink (particularly that which is specific to the local area), health and wellbeing, creativity (such as learning to paint) and vintage rock/pop music. Higher status empty nesters will also be interested in events based on art and culture (such as visual art, theatre, literature and classical music).
The seaside is a healthy place Current academic research is increasingly recognising the health benefits of the seaside. For example, recent research 19 by Exeter University has established that people who live closer to the coast are healthier. Since empty nesters are often very health conscious there is a real opportunity to promote seaside towns as healthy places to visit and stay in. For example, seawater, sand, fresh sea air, blue sky, the sound of waves, and a certain amount of sunshine are all associated with particular physical benefits. Furthermore, the seaside is good for mental and emotional well-being, and contributes to relaxation and stress reduction (particularly important for empty nesters in busy and stressful jobs). And of course the seaside offers numerous opportunities for physical activity such as a brisk walk beside the waves. Surprisingly, the promotion of the seaside has largely neglected the issue of healthy living and there is a real opportunity to appeal to empty nesters in this way.
19 Wheeler, B.W., White, M., Will Stahl-Timmins, W., and Depledge, M.H. (2012) Does living by the coast improve health and wellbeing?, Health and Place, 18, pp 1198-1201.
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Sector Guide: Empty Nesters
The seaside is an ideal place for intergenerational holidays Many empty nesters are willing to pay for their extended family (adult children and grandchildren) to go on holiday together. There are many opportunities for seaside towns to promote themselves as destinations for such ‘intergenerational’ family holidays. The seaside is familiar, easily-accessible, and enjoyed by all generations. Older people can use their visit as an opportunity to recapture childhood memories but they can also delight in seeing their grandchildren enjoying the beach. Given that an increasing number of intergenerational holidays are centred on family celebrations (such as 50th birthdays or silver wedding anniversaries) seaside hotels and B&Bs can also promote themselves as the perfect base for such occasions.
Empty nesters sometimes like to go on holiday with friends of the same age Although not a sizable market, some empty nesters like to go on holiday with friends of a similar age whose children have also left home. They may opt for self-catering accommodation or a quality/ boutique hotel or B&B. Seaside resorts are as well placed as any other destination to cater for this market. In particular, they can develop events which cater for groups of friends with shared interests (e.g 1980s music).
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Sector Guide: Empty Nesters
Ways it can make a difference to your business 1. Are you taking advantage of the empty nester market to extend the season? Since they don’t usually take their holidays during the school holiday period, empty nesters represent a way to generate additional business at the seaside outside the peak summer season. Can you do more to encourage them to visit in the ‘shoulder’ months through special offers, discounts for advance booking, and midweek deals? 2. Can you ensure that you are offering good value for money for ‘early’ empty nesters? While many empty nesters are well-off, those whose children have recently left home are often in the same situation as families. They are looking to save money whilst they support their children through university or with buying a house (they may even have ‘boomerang’ adult children living at home with them). Therefore they will be looking for discounts and special offers in the same way that families with children are. Can you appeal to this group by offering them great deals for visiting out of peak season? Can you offer discounts for advance bookings?
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3. D oes your business have a website? Although they are not as internetobsessed as young people and families, most empty nesters are comfortable with using the internet and indeed they use it extensively. Furthermore, the majority use it to book their holidays. Does your business have a website (many seaside businesses do not)? If you don’t have a web presence then you could be missing out on the empty nester market. 4. Does your website have all the information that empty nesters want? Empty nesters tend to research their holidays very carefully before making a decision. They are looking for plenty of information about accommodation, attractions, places to visit and things to do. Does your destination, attraction or accommodation provide them with all this information? Does it include links to local places, attractions, restaurants and other sites of interest? In particular, does your website effectively reach out to empty nesters by promoting things such as learning, exploration, discovery, nature and heritage? Pay particular attention to what your customers are saying on Tripadvisor because empty nesters will do the same (especially the lukewarm or negative reviews) 5. Can you offer empty nesters a really personalised service? Empty nesters often avoid national hotel (and restaurant) chains because of the standardised and rather impersonal service that they offer. Instead, they prefer independent (and boutique) accommodation and restaurants which offer more personalised service. They like to be welcomed as individuals and frequently expect their accommodation to provide them with information, advice and local knowledge about their destination. Are your staff suitably trained to deal with the needs of empty nesters? Can they greet their guests by name? Are they knowledgeable about local heritage and culture? Can they provide information about what’s on locally, or about good places to eat and drink? Empty nesters will appreciate such attention to detail.
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Sector Guide: Empty Nesters
6. C an your accommodation offer rooms which give empty nesters peace and quiet? Although empty nesters are often very active, they are also looking for relaxation from their holidays. As such they will expect their accommodation to be comfortable and peaceful. Now that their own children are grown up they will not welcome disturbance from noisy families. Can your accommodation offer such quiet rooms which are well away from those where families are staying? Do you seek to make sure that they aren’t allocated rooms above the bar or function room? 7. I s your destination fully promoting all the wider opportunities of the seaside? Empty nesters rarely visit the seaside for a ‘bucket and spade’ holiday. But they like to explore the local coast and countryside and are open to using seaside towns as a convenient base for doing so. They also like local heritage and culture – in seaside towns as much as anywhere else. Therefore it’s important that marketing and promotion – whether of a destination, attraction or hotel – emphasises all the alternative things that a seaside resort can offer. You need to put your town ‘on the map’ as a centre for more than just the traditional seaside holiday if you want to attract the empty nester market. You also need to stress how your destination offers the possibilities for learning and discovery which empty nesters enjoy. 8. C ould you do more to provide (or promote) local food and drink specialities? Empty nesters are intrigued by local culture – and they also enjoy good food and drink. As such, they are particularly interested in (and are prepared to try) locally produced food (such as seafood) and local/regional dishes and specialities. And, although it is not a major influence on their holiday choices, they also care about the environment and sustainable living. Consequently, seaside hotels, B&Bs and restaurants can do a lot to showcase local food and drink. For example, they can offer breakfasts made from locally-sourced produce. They can include local specialities in their restaurant menus (in the same way that many B&Bs in Scotland offer haggis as part of a breakfast menu). Empty nesters are also keen to sample locally brewed beer (and even, in some parts of the country, wine!).
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9. I s your destination making the most of its heritage? Heritage is one of the biggest sectors of Britain’s visitor economy (accounting for more than half of all tourist attractions in the country). Seaside resorts have a very distinctive heritage such as a historic harbourside, grand hotels, theatres and winter gardens, quaint Victorian shopping arcades, pleasure piers, splendid Art Deco hotels and leisure pavilions, and much more. Yet they have often made little of this in their promotion and marketing. Empty nesters are particularly interested in history and heritage. And nationally there is growing interest in (and nostalgia for) the traditional seaside holiday. Can your destination do more to exploit its distinctive seaside heritage? For example, it could work with local civic and historical groups to produce a town trail or an architecture guide? It could support the development of a local museum. And local historical groups could be encouraged and supported to develop a programme of talks, exhibitions and guided walks? Heritage could be your destination’s hidden strength – are you making the most of it? 10. Does your destination or attraction offer an event programme which will appeal to empty nesters? Some seaside towns and attractions could do a lot more to develop an exciting programme of events for their visitors. Events have a proven record in generating additional business (particularly outside the peak season) and in encouraging first-time visitors. Empty nesters are interested in nature, heritage, culture, food and drink, and health/ well-being and any events based on these themes will have a particular appeal to them. They will also enjoy craft and antique fairs, and farmers’ markets. 18
Sector Guide: Empty Nesters
Learning from success stories Morecambe: A resort which has rebranded itself based on what empty nesters like Morecambe in Lancashire has experienced the familiar story of seaside decline since the 1970s. The number of accommodation providers fell from 927 in 1960 to 123 in 1990, while visitor spending fell from £35.6 million in 1973 to £6.5 million in 1990. Most of the resort’s attractions have closed since the 1970s. By the early 1990s Morecambe was experiencing high unemployment (and was home to a growing population living on benefits). In the 1990s the local authority embarked on an ambitious programme to rebrand Morecambe in order to relaunch tourism in the town. While not neglecting beach tourism, the new focus was wildlife and countryside. Morecambe aimed to take advantage of the spectacular scenery of Morecambe Bay (including its stunning sunsets) to promote nature and wildlife tourism. It also promoted itself as a base to explore the surrounding countryside and quaint villages of the Lune Valley, as well as being a convenient (and less crowded) base from which to explore the southern Lake District. An extensive programme of public art (the ‘Tern Project’) was introduced to the townscape based on the bird life of Morecambe Bay. Heritage tourism was also a part of the rebranding and Morecambe promoted itself as a base from which to explore the nearby historic towns of Lancaster and Carnforth. A landmark event was the reopening in 2008 of the ‘Midland’ (an iconic Art Deco building) as a boutique hotel. Morecambe also offers Art Deco themed walking tours. The focus on new types of tourism was complimented by the development of a diverse events programme. Although there is still a way to go, Morecambe is an excellent example of how a resort that had reached rock-bottom has been able to rebrand and relaunch itself offering a new type of tourism aimed at a new market (predominantly affluent empty nesters with an interest in nature and countryside). Morecambe still retains its traditional, older and low-spending market (41% of its visitors are aged over 65). But
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it has also succeeded in attracting new visitors: in 2008, 25% of visitors were aged 45-64, while 53% were in the ABC1 social groups. These visitors are doing new things: in 2008, 41% of visitors reported that they had come for an event. Moreover, 32% said that ‘exploring’ was an important part of their visit, 19% said the same for walking, while 25% mentioned food and drink. Overall, Morecambe scored highly as an ‘unusual/different’ destination. The Midland Hotel has proved to be an attraction in its own right, and reports 80% occupancy rates. In 2012, Morecambe attracted 3.6 million visitors who contributed £175 million to its economy.
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The Sands Hotel Margate: A newly-opened boutique hotel catering for the empty nester market Margate is another traditional resort which has fallen on hard times but it also has an ambitious strategy to regenerate through adding new forms of tourism to its traditional beach offering. Visual art is central to the town’s new product and the £17.5 million Turner Contemporary Art Gallery opened in 2011. Margate is also promoting its heritage such as the historic old town (with boutique shops and art galleries) while there are plans to turn the former Dreamland into the country’s first seaside heritage amusement park. The town also offers a diverse range of events The Sands Hotel (www.sandshotelmargate.co.uk) opened in 2013 (in a building which was a hotel in the 19th century). It is a boutique hotel located close to the Turner Contemporary and the old town. It offers everything that will appeal to the empty nester market. Its 20 rooms are individually furnished to a high standard and all mattresses and bedding are made from natural materials. Its restaurant offers a contemporary menu inspired by local and seasonal produce, with an emphasis on locally-sourced ingredients. The hotel also offers a range of well-being treatments including various holistic and alternative therapies, along with a lifestyle bar and terrace on the roof. The hotel has a 94% approval rating on Tripadvisor and the majority of reviews are from couples. The hotel was praised for its décor and, in particular, the attention to detail. One couple said: “Tastefully decorated, every detail is just well thought out and quality products are used everywhere”. Other couples agreed: “The décor and style are
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m o d e r n bu t s u p re m e ly imaginative. All is completed to a very high finish indeed”. Similarly: “The room was wonderfully clean and exquisitely decorated with the smallest attention to detail”. Guests also rated the restaurant highly: “Dinner in the restaurant was very enjoyable, with dishes with local produce and a catch of the day in addition to a fish dish on the menu” and “the food was exceptional”. The Sands Hotel also illustrates the importance of high quality and personalised service. One couple stated: “From the moment we checked in we were made to feel like valued guests!” Another couple agreed: “Every attention is given by the staff at this hotel to make your stay enjoyable... Incredibly friendly and accommodating”
Sector Guide: Empty Nesters
Where to get help and further information These sites all provide information about life as an empty nester and how to use the new-found freedom of children leaving home: www.emptynesting.co.uk www.familylives.org.uk www.mums.net For details of how tourist accommodation can be more sustainable (something which impresses empty nesters) see: www.visitengland.org/busdev/bussupport/sustainability/index.aspx www.visitengland.org/Images/Sustainability_Guest_Accommodation_211209_tcm30-19204.pdf For details on how to make the most of local food and drink see: www.visitengland.org/Images/Food%20&%20Drink%202005_tcm30-19736.pdf http://archive.defra.gov.uk/foodfarm/food/industry/regional/pdf/foodtourism.pdf http://wales.gov.uk/topics/tourism/developmentl1/food/?lang=en www.tourism-intelligence.co.uk/newsevents/news/2014/03/boost-your-business-with-local-food-and-drink For details of some quirky music events which will appeal to some empty nesters see: www.rebellionfestivals.com www.nicensleazy.info www.whitbygothweekend.co.uk For details of VisitEngland’s latest research into the domestic market (which also includes useful reports about the future of the staycation) see: www.visitengland.org/insight-statistics
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Where to get help and further information
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Sector Guide: Empty Nesters
Sources used in compiling this guide • • • • • • • • • • • • • • • • • • •
rkenford and Locum Consulting (2008) England’s Northwest Staying Visitor Survey 2007-8 Blue Sail (2011) The A Future of Tourism on Scilly, Marketing Plan Jarratt, David (2013) A socio-cultural analysis of the traditional seaside resort and its contemporary meaning to tourists with specific reference to Morecambe, UK, PhD thesis, University of Central Lancashire Olive Insight/Visit England (2013) The Staycation: State of Play 2013 & Beyond Office for National Statistics – various reports Quadrangle/Visit England (2012) English Destination Types: Understanding the Consumer, Research Debrief South West Tourism Alliance (2005) South West Tourism Brand Clusters TNS/Visit Brighton/VisitEngland (2013) Brighton: Visitor Satisfaction and Growth Potential VisitEngland (2010) VisitEngland Marketing Plan 2011-15 VisitEngland (2010) Seaside Resorts Action Plan VisitEngland (2012) English Destination Types: Understanding the Consumer, Research Debrief VisitEngland (2013) England’s Seaside: What are the Opportunities VisitEngland (2013) The Staycation: State of Play 2013 and Beyond VisitBritain (2013) International Passenger Survey VisitEngland (2013) Look, Book, Took Research VisitEngland (2014) England Domestic Overnight Holidays Summary -2013 VisitEngland (2014) Great Britain Tourism Survey 2013 (England Domestic Overnight Holidays Summary 2013) VisitEngland/VisitScotland/VisitWales (2014) The GB Day Visitor 2013 VisitEngland (no date) The Digital Landscape and the Role of Social Media for the Domestic Visitor Wales Tourism Alliance (2012) Wales Tourism Policy 2020
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