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Market Intelligence un
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Group Travel & Coach Parties
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WHY IS IT IMPORTANT? Group travel is an organised form of travel (often purchased as a ‘package’) based on a pre-arranged itinerary or programme. It tends to be undertaken by those people who want the security and convenience of knowing that their holiday has been entirely arranged for them in advance. The stereotypical form of group travel is the coach tour but in fact group travel is a very diverse market. There is growing interest in group holidays based on activity/ adventure (which are increasingly popular with both young adults and families) and in special interest group holidays (often related to education, discovery and learning). Group travel is a major market segment in the UK. Mintel has estimated that 10% of UK adults take a domestic group holiday (accounting for 7.4 million domestic trips). The largest segment of group travel remains the coach holiday which accounted for 3.1 million domestic trips and 18 million day visits in 2013. The British seaside is a well-established destination for group travel, particularly coach tours: 5% of staying visitors to the seaside arrive on coach tours and there are also 4 million day visits by coach.
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MARKET CHARACTERISTICS Despite the stereotype that group holidays are preferred by older people it is, in fact, the under-35 age group who are most likely to take group holidays – and they have a particular preference for activity and adventure holidays (and also singles holidays). They are also interested in group travel to events and festivals.
Whatever the type of group holiday, participants value a guide/leader who has expert knowledge of the subject or destination. Like every tourist, people on group holidays will want their accommodation to be welcoming and friendly but they will also expect it to be wellorganised and used to dealing efficiently with groups. Older people particularly value accommodation that meets their specific needs (see the Retirees sector guide), particularly comfortable rooms, step-free access and staff to help with luggage.
Older people have long shown a preference for the convenience of group holidays and are major consumers of coach holidays (1 in 5 retirees has taken a coach holiday and many take multiple coach breaks each year). The coach holiday itself is in a state of flux and new forms of the traditional coach tour are appearing. These include ‘escorted tours’ (a term which has a wider appeal than ‘coach tour’) and also premium tours involving more luxurious coaches and accommodation, and more adventurous itineraries. There is also growing interest in themed and special-interest coach holidays. These new forms of coach tour have a growing appeal to affluent empty nesters and older people.
WHAT ARE THE OPPORTUNITIES? The group holidays market is expected to expand in the future (and group visitors are also more likely to visit outside the peak summer season). Seaside towns can promote themselves as bases for activity/adventure holidays aimed at younger people. Young people are also open to group travel to events/festivals. London is a major generating market, creating opportunities for seaside towns within 1-2 hours travel from the capital.
WHAT DO VISITORS WANT?
The growth in the elderly population suggests a healthy future for group holidays and particularly coach tours (both traditional and ‘premium’). Empty nesters and retirees are increasingly interested in special interest and themed group holidays, and seaside resorts have a lot to offer this group. Empty nesters are keen to remain active and are open to group holidays which offer ‘easy’ adventure. There is also a growing interest among empty nesters and retirees in ‘slow travel’. This involves spending time in a destination and getting to understand its culture and traditions in depth. Seaside towns are ideal bases for slow travel.
The requirements of visitors on group holidays can vary considerably, depending on their age and the type of group holiday they are taking. However, there are common characteristic to all types of group travel. By definition, those who take group holidays like to travel with others and enjoy the opportunity to meet new people. They also enjoy the convenience of knowing that their whole holiday has been organised for them. Some people on lower incomes chose group holidays because of their lower costs. Others choose domestic group holidays (particularly coach tours) to avoid the stress and hassle of airports and flying. 2
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Sector Guide: Families
Ways it can make a difference to your business........................
1. D OES YOUR BUSINESS OFFER DISCOUNTS FOR GROUP VISITS? This is standard practice in the industry and organisers of group holidays will look for discounts to keep costs and prices low. 2. D OES YOUR DESTINATION OFFER A DEDICATED SERVICE FOR ORGANISERS OF GROUP HOLIDAYS? Group travel involves specific requirements and operators want to be sure that a destination can cater for their needs. 3. C AN YOU DO MORE TO PROMOTE YOUR DESTINATION FOR GROUP ACTIVITY/ADVENTURE HOLIDAYS? This is a growing market and attracts younger adults who are currently under-represented at the seaside. 4. CAN YOU PROMOTE YOUR DESTINATION FOR SPECIAL INTEREST OR ‘PREMIUM’ GROUP HOLIDAYS? Seaside towns can promote special interest group/coach holidays based on their unique location and history. These overlap with the growing popularity of the ‘premium escorted tour’. 5. COULD YOUR ACCOMMODATION CATER FOR ALL-INCLUSIVE GROUP HOLIDAYS? Both current and potential group holiday customers are interested in all-inclusive group holidays in Britain. 6. C AN YOUR DESTINATION OFFER EXPERT GUIDES FOR GROUP HOLIDAYS? A guide with expert local knowledge can make or break a group holiday. Are there local experts that you could make more use of? 7. C OULD YOU PROMOTE YOUR DESTINATION AS A BASE FOR RIVER AND SEA EXCURSIONS? This is a way of attracting group visitors who want something in addition to coach travel. 8. C AN YOUR DESTINATION DO MORE TO PROMOTE ITS EVENTS PROGRAMME TO THE GROUP MARKET? Your destination could attract additional visitors to its events by targeting the group market. 9. D OES YOUR DESTINATION OFFER ADEQUATE SUPPORT FACILITIES FOR COACHES? Things like drop-off points, coach parking, rest facilities for drivers and clear signage are all be important if a destination wants to successfully cater for the coach tour market. 10. DOES YOUR DESTINATION PRODUCE A DVD THAT CAN BE SHOWN TO COACH VISITORS ON THEIR JOURNEY? It’s a good opportunity to dispel a few stereotypes and present your destination in a new way!
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Sector Guide: Group Travel & Coach Parties
CASE STUDIES OF GOOD PRACTICE The New Wilmington Hotel, Eastbourne www.new-wilmington-hotel.co.uk The town’s highest rated ‘coaching hotel’ on Tripadvisor. Group visitors praised it for clean rooms, excellent food, efficient organisation and friendly staff. It demonstrates how to effectively meet all the needs of group travellers. WHERE TO GET HELP AND FURTHER INFORMATION • • •
Group Travel Business Forum - www.grouptravelbusinessforum.com Coach Tourism Council - www.coachtourismcouncil.com Guild of Coach Tour Operators - www.coach-tours.co.uk
See the National Coastal Tourism Academy website _ www.coastaltourismacademy.co.uk For a wide range of further information and resources
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