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WHY IS IT IMPORTANT? There are 7.8 million families (and 13.3 million dependent children) in the UK and this number is growing. However the ‘traditional’ nuclear family of 2 adults and 2 children is fast changing. Families are getting smaller and there are more and more single parent families. Family holidays are an important sector of UK tourism, accounting for more than one-third of holidays taken and worth £13 billion annually. In recent years the number of family overseas holidays has dropped sharply as more people take domestic holidays (‘staycations’). Beaches and the seaside are the most popular type of family destination: 47% of groups staying overnight at seaside destinations include children.
visit coastaltourismacademy.co.uk
CHARACTERISTICS OF THE FAMILY MARKET
WHAT DO VISITORS WANT? Parents expect accommodation, attractions and restaurants to cater for their basic needs as parents. This means safe environments, provision of cots/high chairs, and entertainments (such as soft play areas or Kids Clubs). In an age of squeezed family budgets, families demand value for money and will search hard for deals and discounts. They are increasingly likely to join organisations such as the National Trust, or buy annual attraction passes which offer a range of discounts for an annual fee. Both parents and young people now expect access to wi-fi internet as standard from their accommodation and attractions.
In this era of austerity families demand value for money and are prepared to look around until they find it. Parents want the opportunity to book their holiday online and they (and their children) will expect internet access at their accommodation. Holiday choices are rarely made by parents alone and there’s plenty of evidence that children are a big influence on decisions about destinations, accommodation and attractions. An important emerging trend is that of ‘inter-generational holidays’ where children, parents and grandparents all go on holiday together. The family market can be broken down into a number of sub-segments according to the age of children, each of which has specific needs and expectations:
WHAT ARE THE OPPORTUNITIES?
• B aby and Toddler (0-2 years): priority is safe, comfortable and accessible environments. • Pre-School (2-4 Years): require safe environments, but also entertainments for their kids • Young (5-8) Years: children entertained by simple pleasures and enjoy playing with others • P re-teen (9-12): parents look for activities and entertainments to keep their kids happy • Teen (13+): prefer company of their peer group, and looking for some independence
• Beach and seaside holidays are as popular as ever with families • The English seaside is perceived as offering value for money and often exceeds expectations • The seaside continues to attract a diverse range of visitors in terms of age and social class • There’s growing recognition and promotion of the health benefits (physical, social and psychological) of visiting the beach/seaside • Visitors are open to new and alternative offers from ‘traditional’ seaside resorts • The whole market for events in seaside towns has much untapped growth potential • S easide resorts are ideal destinations for intergenerational family holidays • The timing of school holidays is likely to change in the future which could extend the season beyond the late July/August peak
There are many! These are some of the most important:
Another important segment is single parents, who also have specific needs and are not generally well catered for.
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visit coastaltourismacademy.co.uk
Sector Guide: Families
Ways it can make a difference to your business........................
1. B E AWARE OF HOW FAMILIES ARE CHANGING AND DON’T ASSUME THAT FAMILIES ARE STILL MADE UP OF 2 ADULTS AND 2 CHILDREN. MANY FAMILIES NOW INCLUDE JUST ONE CHILD, WHILE SINGLE PARENT FAMILIES AND INTER-GENERATIONAL FAMILY HOLIDAYS ARE IMPORTANT GROWTH MARKETS 2. PARENTS INSIST ON VALUE FOR MONEY, DEALS AND DISCOUNTS AND ACTIVELY SEEK OUT MONEY-OFF VOUCHERS. LOOK OUT FOR WAYS TO WIN THEIR CUSTOM BY OFFERING WHAT THEY WANT 3. DON’T NEGLECT THE ‘BASICS’ THAT FAMILIES EXPECT – STEP-FREE ACCESS, STAIR GATES, HIGH CHAIRS, SPACE FOR BUGGIES AND, MOST IMPORTANTLY, FREE WI-FI ACCESS 4. M AKE SURE THAT YOU’RE GEARED UP FOR FLEXIBLE AND LASTMINUTE BOOKINGS – THIS IS INCREASINGLY HOW PARENTS BOOK THEIR HOLIDAYS 5. M ANY SEASIDE ATTRACTIONS AND ACCOMMODATION FACILITIES DON’T CURRENTLY ACCEPT ONLINE BOOKINGS. THIS MEANS THAT THEY RISK MISSING OUT ON THE FAMILY MARKET WHICH IS HIGHLY WEB-SAVVY. DON’T NEGLECT THE IMPORTANCE OF MOBILE/ SMARTPHONE APPS – THE MAJORITY OF FAMILIES RELY ON THEM WHEN ON HOLIDAY. 6. CHILDREN PLAY A BIG ROLE IN INFLUENCING THEIR PARENTS’ HOLIDAY CHOICES. CHECK IF YOUR WEBSITE AND PROMOTIONAL MATERIAL ARE ENGAGING AND ACCESSIBLE FOR YOUNG PEOPLE 7. DOES YOUR DESTINATION OFFER A RESORT PASS? FAMILIES LOVE THEM AS A WAY OF GETTING DEALS AND DISCOUNTS 8. A RE THE FOOD AND BEVERAGE OUTLETS IN YOUR DESTINATION FAMILY FRIENDLY? EATING OUT TOGETHER IS AN INCREASINGLY IMPORTANT ASPECT OF A VISIT TO THE SEASIDE 9. A RE ACCOMMODATION FACILITIES STEPPING UP TO THE CHALLENGE OF BEING INFORMATION BROKERS WHO CAN ADD VALUE TO THE FAMILY HOLIDAY? YOUR HOTEL (AND PARTICULARLY ITS WEBSITE) CAN BE A ONE-STOP SHOP GIVING FAMILIES THE OPPORTUNITY TO FIND ATTRACTIONS, BUY RESORT PASSES, AND FIND DEALS AND DISCOUNTS. 10. THE TIMING OF SCHOOL HOLIDAYS IS LIKELY TO CHANGE IN THE FUTURE. ARE YOU PREPARED FOR THIS?
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visit coastaltourismacademy.co.uk
Sector Guide: Families
CASE STUDIES OF GOOD PRACTICE The Big Blue Hotel, Blackpool _ www.bigbluehotel.com A 4 star family friendly hotel which was placed top hotel in a seaside resort in the 2014 Tripadvisor Awards. Guests praised the attention to detail and little extras that the hotel offers to families The Merlin Entertainments Annual Pass _ www.merlinannualpass.co.uk This offers big discounts to 31 attractions in England and Scotland for an annual fee. It’s very popular and exactly the sort of money-saving deal that families are looking for Harvester Restaurants _ www.harvester.co.uk With its activities for kids, children’s menus and portions, free salad bar and space for buggies Harvester is exactly the sort of value that families are looking for
WHERE TO GET HELP AND FURTHER INFORMATION See the National Coastal Tourism Academy website _ www.coastaltourismacademy.co.uk For a wide range of further information and resources
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