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Pre Family. Contents. 1.
Why is it important?
3. Market characteristics 8. What do visitors want 11. 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: Pre Family
Why is it important? Overview: Young pre-family working people Young adult couples without children are a distinct market segment with specific characteristics. Sometimes referred to as DINKs (dual income, no kids) or DINKYs (dual income, no kids yet)or SINKs (Single Income, no Kids), it is a way of defining them by both age and lifecycle stage. This young, pre-family group can range in age from 18 to 40, but there is no universally agreed age range for these groups. Some marketing organisations use the terms ‘pre-family’ or ‘pre-nester’ instead. This guidefocuses on young adults (at least one of whom is working) without children, aged 21-35. Older adults without children are considered in the Empty Nesters sector guide. Data from the Office for National Statistics indicates that in 2014 there were 13.3 million adults aged 21-35 in the UK. In 2011 there were 2.4 million households in England where the occupants were aged under 34 and without children (although this will include people living alone).1 Mintel estimated that in 2011 there were 4.6 million people aged under 35 who were either married or living with their partner.2 As the table below shows, in future years, the number of adults in the 21-35 age group is forecast to remain relatively stable at around 13 million up to 2025. However the proportion of this group in the total population will fall slightly (as older people account for a greater proportion of the UK’s population).
Table1: Future Projections for the Number of People in the 21-35 Age Group
2014 Number of adults aged 21-35 % of total population
2020
13.3 million 20.7%
2025
13.7 million 13.2 million 20.4% 19.0%
Source: Derived from data published by the Office for National Statistics
1 www.gov.uk/government/statistical-data-sets/live-tables-on-household-projections 2 Mintel, Marketing to Young Couples – UK (July 2011)
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Pre Family Tourism Market In 2013 those aged 16-34 without children (which also includes single people) made 6.49 million domestic holiday trips in England, accounted for 18.52 million nights, and generated £1.6 billion in spending. The table below shows this in comparison with other lifecycle segments and it is clear that the pre-family market is a relatively small segment of domestic tourism in England.
Table 2: Domestic holidays in England by lifecycle stage, 2013
% of all trips
% of all nights
% of total spend
Aged 16-34, without children
14%
13%
15%
Families
34%
34%
27%
Empty nesters (aged 35-54 without children)
19%
16%
23%
55+
33%
38%
35%
Source: Great Britain Tourism Survey, 2013
However, the younger age group is far more significant in terms of domestic day visits. In England in 2013 there were 549 million tourism day visits by those aged 16-34 (40% of all visits) which generated £18.6 billion in spending (40% of all spending). It is not possible to isolate young professionals without children from statistics for inbound tourism. However in 2013 international visitors aged 25-34 (some of whom may have travelled with children) visiting the UK for the purpose of a holiday accounted for 2.6million visits, 14.8 million nights and generated £1.6 billion in spending.
Pre Family at the seaside
Pre Family in Bournemouth
The young pre-family market is not currently a major segment at the seaside. A recent survey by VisitEngland reported that ‘Pre-nesters’ (defined as aged 18-34 without children) made up 15% of visitors to the seaside. This compares with older independents/empty nesters (44%) and families (42%). However, this varies considerably by destination. Those seaside towns with a reputation as lively, cosmopolitan places tend to attract greater numbers of pre-family visitors (for example, they made up 20% of visitors to Brighton). On the other hand, more traditional resorts tend to have less appeal to this group: pre-nesters made up only 12% of visitors in Great Yarmouth.
Bournemouth attracts significantly more young visitors than many other coastal resorts. A 2012 VisitEngland report indicated that 18% of visitors were ‘prenesters’. However, the 2013 Bournemouth Visitor Survey reported significantly higher numbers of people aged 18-34 (although it did not specifically identify those travelling without children). In total, 25% of those staying in Bournemouth and 32% of those staying elsewhere in the local area were in this age group. The 25-34 age group were also the highest spending visitors. In addition, younger adults also made up a significant proportion (45%) of day visitors. Bournemouth’s vibrant reputation is clearly appealing to younger people, which gives the town opportunities not enjoyed by many other coastal resorts.
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Sector Guide: Pre Family
Market Characteristics Pre-family young people are part of Generation Y It’s essential to recognise that pre-family working people are members of Generation Y (also known as ‘Millenials’) who were born between 1981 and 2000. They have distinct characteristics which need to be recognised and understood by anybody who wants their business.3 Generation Y are aspirational, ambitious, and have big expectations (critics also say that they are self-centred and have an undeserved sense of entitlement). They can be well-educated and seek jobs which offer them challenge and variety. Many are prepared to work hard to succeed. But at the same time, they generally seek to maintain a positive work-life balance. Generation Y are often motivated by money, like to shop, and use all sorts of contemporary brands and products to define themselves. This is the “instant everything” generation which expects their needs to be met immediately. They have a short attention span and little patience. They live for today and are less bothered about long-term planning (and for this reason are not fazed by work that involves a succession of temporary contracts). They are good at multi-tasking and adapting to changing circumstances. Generation Y tends to spend, rather than save. Generation Y is often switched off by traditional approaches to marketing and rely heavily on their peers as a source of information. Technology, the internet and smartphones are inseparably embedded into their lives (see below). They are open and tolerant of diversity. All these characteristics affect their holiday choices and their expectations (of accommodation, attractions and destinations) when they are on holiday. 3 For a good introduction to Generation Y see: www.thersa.org/fellowship/journal/archive/summer-2012/features/the-millennials 4 www.gov.uk/government/uploads/system/uploads/attachment_data/file/293738/budget_2014_distributional_analysis.pdf
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Many pre-family young people are comfortably off There is a widespread assumption that pre-family working people are affluent and high-spending. Certainly the top 30% of 2 adult households without children earn over £46,000 a year. 4 Even two adults earning the average national income (£26,500) will be reasonably comfortably off. Geographical location is important and young professionals working in London and in the South East of England (where average salaries are higher) are generally affluent. On the other hand, professional singles and couples in the Midlands and North can also live comfortably due to lower living costs. Affluent pre-family workers will therefore have a high disposable income and they like to spend this on good living and foreign holidays.
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…but not all are affluent The assumption that all working young people are well off is not accurate and it is important that businesses recognise this. Treasury figures indicate that 50% of two adult households without children earn less than £27,200 a year. 5 Many young couples are struggling financially (particularly couples with only one partner working where the earner is on the average national wage). Couples in the 18-35 age range have been affected as much as anyone by the recent period of austerity (particularly rising bills for fuel and energy, and high petrol prices). In addition, many younger adults have significant financial commitments including overdrafts and credit card bills. Graduates have student loans to repay and since 2012 also have to repay university tuition fees (so that their total university debts could be well over £50,000). Many young people are living in rented accommodation and paying high rents but are also trying to save to buy a house (after which they may have high mortgage payments). Some are so cashstrapped (particularly if they are unemployed) that they have returned to live with their parents. The Office for National Statistics estimated that in 2013 there were 264,000 people aged 20-34 living as couples with their parents/in-laws.5 With limited disposable income, many working young people have had to scale back their spending – which includes revising their aspirations for expensive foreign holidays. 5 www.ons.gov.uk/ons/rel/family-demography/young-adults-living-with-parents/2013/sty-young-adults.html]
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Sector Guide: Pre Family
Pre-family young people live and share online As members of Generation Y, they are digital natives. Some have never known life without the internet, and even those in their 30s have been quick to embrace it. This generation are completely immersed in the online world and cannot comprehend life without the internet or their smartphone. The internet (Google in particular) is the first source of information when making any decision. Generation Y are also big smartphone users – one survey in 2013 found that 86% of the 18-34 age group owned a smartphone, and an increasing number of younger people only use their smartphone to access the internet. Generation Y are also highly socially orientated and manage their lives and social interactions online. They are also prolific sharers of their experiences, particularly through Facebook and Twitter (a survey by the Office of National Statistics found that 84% of the 35-34 age group regularly use social media).6 They are also big users of Flickr and Youtube to share photos and videos online. Given their dependence on the net they are likely to ‘visit’ (and engage with) their holiday destination online before they physically travel there. They will also make extensive use of the web whilst on holiday to find attractions, restaurants and interesting places to visit. They are quick to post reviews on sites such as
Pre-family workers enjoy travelling and holidays… Many younger adults have aspirations to travel extensively: indeed they regard travelling and experiencing other cultures as a central part of their personal development. However, despite some assumptions, there is no evidence that they are more disposed to travel than other social groups or previous generations (although they may be more interested in foreign holidays). Regardless of their aspirations, only the more affluent young people can take multiple holidays, while many have limited disposable income for travel. This group has a greater preference for independent holidays. 6 ONS, www.ons.gov.uk/ons/dcp171778_322713.pdf
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…but they often don’t make a clear distinction between work and leisure…
They are often indifferent to (and sceptical about) traditional marketing channels
The idea of travel as a break from work is a common assumption in the marketing and promotion of holidays. 7 However, for Generation Y, the line between work and holiday is increasingly blurred. Many enjoy travelling as part of their job. For example, Mintel noted that 50% of under-35s had taken a work-related business trip.8 Furthermore, many are happy to take their work with them on holiday and regularly keep in touch with the office by email. Many young people who are in busy professional jobs are looking for relaxation from their holidays but they will also want to be able to stay ‘connected’ when necessary. They may even choose to take shorter breaks or holidays that are relatively close to home so that they can get back to the office at short notice if needed.
Generation Y are bombarded with adverts on the internet and increasingly switch off from them. They are also suspicious that many adverts are trying to trick or stereotype them. Instead, they pay much more attention to the opinions of their peer group and, to a lesser extent, family. They place great reliance on word-of-mouth information to inform them about what’s ‘in’. They pay even more attention to ‘electronic word of mouth’ communication – which they pick up from social media. What their peers say can be a massive influence on their holiday plans.
They book their holidays in particular ways
As members of Generation Y, this market seeks and values quality experiences from their holidays. In particular, since they are social in their outlook they place a premium on social interaction with partners, friends and family. Since they are open to difference and diversity they enjoy experiencing other cultures. Overall, many are ‘experience seekers’ who are looking for fun, entertainment, adventure and excitement from their holidays.
They value particular types of experiences from their holidays
Holiday choice among young people tends to be a joint decision. A Mintel report found that 73% made the holiday decision jointly, and 57% booked their holiday together.9 As might be expected from a generation so tech-savvy, this group made extensive use of the internet in researching their holiday destination. They spent the longest time on the internet and visited more websites (an average of 36) than any other group. They make extensive use of sites such as Tripadvisor, Expedia and Lastminute. This age group is also more likely to book their holiday using mobile internet (29%), and using a smartphone or tablet. Young workers make frequent last minute or impulse bookings (usually after finding a particularly good special offer or discount online).
Many like activity and outdoor pursuits Many younger couples enjoy a range of outdoor activities such as walking and cycling. Indeed, Mintel reports that the under-35 age group is significantly more likely to be interested in a walking or cycling holiday than older age groups: 64% of the 25-34 age group expressed an interest in a walking holiday, and 49% said the same for a cycling holiday.10 They particularly enjoy the social interaction (whether with their partner or friends) and the personal challenges of such activities. They also enjoy outdoor pursuits which offer an adrenaline rush – such as the Go Ape forest adventure attractions.
7 Moscardo, G., Murphy, L., and Benckendorff, P.(2011) ‘Generation Y and travel futures’, in I.Yeoman, C.H.C. Hsu, K.A. Smith and S. Watson (eds) Tourism and Demography. Goodfellow Publishers, Oxford, UK, pp. 87-100. 8 Mintel, Business Traveller – UK (August 2013) 9 Mintel, Marketing to Young Couples – UK (July 2011) 10 Mintel, Walking and Cycling Holidays – UK (April 2013)
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Sector Guide: Pre Family
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What do visitors want? Internet access is ESSENTIAL! Given that they live online, young people will want easy and reliable access to the internet when they are on holiday. They will expect Wi-Fi from their accommodation and when they visit attractions and the wider destination (and they will be annoyed if they have to pay for it). They will also search for a social media presence everywhere they visit. They will make extensive use of Wi-Fi or mobile internet during their visit to search out interesting attractions, bars and restaurants.
They seek value for money Research by VisitEngland shows that frugality has become a way of life since the recession, even among the better off.11 This also applies to DINKs and SINKs, (especially those who are not well off) who are as financially savvy as any other consumer. Like many others, this group are looking for value-for money, special offers, discounts, and ways to get additional comfort or luxury for the same price. And they are especially adept at using the internet (and sites such as Groupon or Wowcher) to find the best offers.
They want to spend quality time with their partner/ friends Social interaction is an essential element of holidays for Generation Y: they seek to spend time and share experiences with their partner and friends. Indeed, VisitEngland reports that quality time with friends is as important as the location of their holiday among pre-family groups.12 Therefore young people will look for places to socialise (such as pubs, bars and restaurants). They will also seek out ‘social spaces’ within their accommodation (e.g. bars and lobbies) where they can relax and hang out. They may enjoy visiting attractions or taking part in activities but again the social and sharing element will be critical for them. 11 VisitEngland, The Staycation: State of Play 2013 and Beyond 12 VisitEngland, English Destination Types (2012)
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Sector Guide: Pre Family
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They like things that are quirky, unusual and individual
They like products and activities that are designed for people of their age group
Generation Y seek out (and enjoy) individuality and have little interest in the commonplace, massproduced or standardised. They also like tailormade or customised products and services. They enjoy destinations with a distinct and unusual ‘sense of place’ (such as Brighton or Newquay). They like accommodation which has an individual personality and they are particularly attracted to unusual boutique hotels which offer a modern feel, bespoke room design and an overall good ‘vibe’.13 Similarly they like characterful pubs, bars and restaurants that offer unusual choices.
Generation Y like to stick with (and socialise with) people of their own age who share their outlook and interests. As such, they are not particularly interested in mixing with other groups such as older people or families. In particular, they often want child-free environments (and for this reason they tend to take their holidays outside the main school holiday period). Some also look for adult-only holidays for this reason.
Pre-family young people like good food and drink and lively nightlife A 2012 survey reported that Generation Y eats out more often than any other group14 and they also spend more when they do so.15 Eating out is an important part of their lifestyle, particularly for those in the higher income groups. Eating and drinking is an important way to them to socialise with partner and friends. This means that they will look for an interesting and diverse range of food and drink offer (along with a lively nightlife scene) in their holiday destinations. 13 www.bighospitality.co.uk/Trends-Reports/The-evolution-of-boutique-hotel-design 14 www.bighospitality.co.uk/Business/Generation-Y-Eating-out-becomes-lifestyle-for-young-people-finds-Taste-of-the-Nation-survey 15 www.bighospitality.co.uk/Business/Big-spenders-Young-diners-bolster-eating-out-sector
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Sector Guide: Pre Family
What are the opportunities? Young professionals are not currently a major visitor group at British seaside resorts and are never likely to overtake families or older visitors in terms of numbers. Nevertheless there are opportunities to attract greater numbers of DINKs and SINKs to the seaside. The key to attracting this group is firstly, to offer them something interesting, different or out of the ordinary; and secondly, emphasise the opportunities of the seaside/beach for socialising with partner and friends. It is also important to recognise that this group have much less interest in the local heritage and culture of the destinations they visit than older visitor groups. Overall, VisitEngland Research16 indicates that many younger adults have a poor knowledge of the country and often little idea of the opportunities available beyond well-known holiday regions such as the South West. Therefore coastal towns will have to work hard to promote their opportunities and ‘add’ themselves to the ‘mental map’ of the under-35 age group as potential destinations to visit. Given that this market accounts for 40% of domestic day visits there are particular opportunities for seaside towns to focus on the day visitor market (within 2 hours travelling time).
16 VisitEngland, English Destination Types (2012)
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Seaside towns can promote themselves as places for adrenaline and adventure Young people relish exciting experiences and many enjoy activities based on adventure and adrenaline (all the more so if they can share them with partner and friends). Therefore there are big opportunities for coastal towns to promote themselves as destinations for such activities. These include the well-established coastal pursuits – such as surfing, waterskiing, sailing, wind-surfing and rock climbing. But there are also abundant opportunities to promote newer high-octane activities – such as kite-surfing, sea-kayaking, wakeboarding, landboarding and quad-biking on the beach, adventure rope courses – even volleyball. One increasingly popular activity is ‘coasteering’ – a range of activities such as climbing and scrambling above the sea combined with swimming, diving, and cave exploration (see http://whatiscoasteering.co.uk) To date, the best-established destinations for coastal adrenaline activities are Cornwall and the coast of Wales. However seaside towns throughout the country can develop and promote adventure activities. A good example is Bournemouth which recently converted its pier theatre into the ‘Rockreef’ indoor climbing and adventure centre (see www.rockreef.net) which was followed by a pier-to-shore zipwire. Although this is popular with families it’s by no means only a family attraction and most importantly it demonstrates what is possible. Elsewhere, Southend, Shoreham, and Hayling Island are increasingly popular places for kitesurfing, while the beaches at Hunstanton, Ainsdale and Whitstable are growing in popularity for landboarding. Even Blackpool is increasingly promoting itself as a destination for adventure sports.
Seaside towns can promote themselves as bases for outdoor activities There are many people aged under 35 who enjoy outdoor activities, particularly walking and cycling. Therefore seaside towns can promote themselves as urban bases from which to walk and cycle in the surrounding countryside and coastal areas. For example they could develop and promote walking and cycling routes which start and finish in a coastal town. They could also enter into partnerships with local public transport providers to promote the opportunities of the wider hinterland of a seaside town. While South West England and Wales are well known as destinations for outdoor activities there are opportunities for coastal towns throughout the country
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– particularly in Sussex, East Anglia, Lincolnshire, Yorkshire, Northumberland, Cumbria, Lancashire – to promote what they can offer for walking and cycling.
Young workers like shopping! Generation Y are avid consumers and enjoy shopping. Despite their love of the internet, they do not buy everything online and have a particular interest in unusual, quirky and independent shops and galleries. They particularly enjoy boutique shopping. This creates opportunities for some seaside resorts, particularly those which have a diverse and unusual range of shops, and a healthy independent retail sector. Brighton with its famous ‘Lanes’ is the best example (and contributes to the city’s popularity with pre-family visitors) but other seaside towns that are increasingly popular places to shop include Aldeburgh, Cleveleys, Margate, Ryde, Southport, St Ives and Whitstable. Many seaside towns (particularly in the South East of England) can do more to promote and support their lively independent retail sector and put themselves on the map as interesting places for young people to visit and shop.
Sector Guide: Pre Family
They like events – especially quirky ones Many young professionals enjoy events - especially those themed around entertainment, sport or music which cater specifically for their needs and interests as a distinct audience group. They also enjoy events which are quirky or unusual. To attract them, seaside towns can put on events (preferably adult-only) aimed specifically at this group. Examples might include music festivals in unusual settings, open-air film nights (for example, on the beach), unusual sports (where there is the opportunity to both watch and participate), mud-races, and Halloween events. Generation Y seem to be particularly interested in ghosts and gore – and there are an increasing number of events with a ghostly theme. For example, Morecambe puts on ghost hunts at the town’s Winter Gardens. Coastal attractions can similarly organise special events to attract those who might not otherwise normally visit them. By timing these events in the evenings, participants are ensured an adult-only environment with plenty of opportunity for socialising (while there is little risk of negative experiences for other customer groups). Events catering for young workers are best timed for weekends (or evenings) when the greatest number of their age group will be able to attend. They need not be more than a day in length (particularly since those aged under 35 are more likely to make day visits).
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Seaside towns can promote themselves as places for eating, drinking and nightlife Young working people particularly enjoy eating out with their partner and friends. Many seaside towns are developing reputations as good places to eat and drink, and are using this in their promotion to other markets (such as empty nesters and business visitors). Although they may be less interested in local produce and specialities they do enjoy unusual and quirky places to eat and drink. Therefore seaside towns can promote specific restaurants and bars as part of their promotion. Events with a food theme may also entice young people to visit, particularly in seaside towns with a reputation for good nightlife. A good example is Brighton’s food festival (http://brightonfoodfestival. com). Young professionals also like places with a lively nightlife and plenty of other people of their age. Seaside towns that are home to university campuses often offer exactly what younger adults are looking for. Brighton and Bournemouth are already popular on account of their vibrant nightlife but there opportunities for other seaside towns with a university campus (such as Aberystwyth and Scarborough, but also Bognor Regis, Eastbourne, Falmouth, Folkestone, and Mumbles) to highlight their good nightlife to the this market.
Romantic Breaks Seaside towns can be appealing locations to young workers who want to get away for a weekend and spend quality time with their partner. Those seaside towns that offer the other things that pre-family visitors are looking for (such as boutique hotels, independent shopping, and good eating and drinking) are well-placed to promote themselves as the ideal place to celebrate an anniversary or Valentine’s Day.
Pre-family young people are not tied to school holidays Finally, since they do not have children, and are not tied to the main school holiday periods. Indeed, many of them apparently dislike the noise and disturbance of children at destinations and attractions. This means that they time their breaks to avoid the school holidays. For seaside resorts this is another opportunity to extend the season beyond the peak school holiday period (particularly May/June and September).
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Sector Guide: Pre Family
Ways it can make a difference to your business
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1. Does your accommodation/attraction/destination have a website that is mobile/smartphone friendly? First things first: if you don’t have a website (many seaside businesses do not) then you have no chance of getting custom from the youth market. Remember that they’re part of Generation Y who live online. Assuming your business has got a website, have you ever checked if it’s mobile/smartphone friendly? Almost all young workers now have a mobile/ smartphone and they take it with them everywhere. They also use it extensively to access the internet (and almost a quarter of adults use only their smartphone to access the net). If your website is not smartphone friendly then young people with their short attention spans will look elsewhere. Yet a VisitEngland survey in 2012 found that only 10% of seaside attractions had a mobile-optimised website. Mintel suggests that ensuring that a website is mobile/smartphone friendly is probably a better investment than a new smartphone app17. Therefore, getting your website professionally redesigned to be mobile-friendly could pay dividends. 2. M ake sure that you have a social media presence and that it’s kept up to date. If you want to attract young professionals you simply must have a social media presence. Whatever your business, Generation Y will use social media to find out what other people are saying about it. In practice this means having at least a Facebook page and a Twitter ‘handle’ (username). You also need to encourage them to ‘connect’ with you on social media at every opportunity from the beginning to the end of their visit. One easy way to do this is to ensure that when guests or customers connect to your Wi-Fi the first page which opens (the ‘splash page’) has details of all your social media connections. Alternatively you can make the splash page your Facebook site and encourage guests to ‘like’ it. Other social media to be aware of include Google+, Instagram, Flickr, Tumblr and Youtube. If you don’t understand social media then anybody from Generation Y will be able to help you. They’ll often be more than happy to set up a Facebook page or Twitter feed – and you may even be able to persuade them to keep it updated for you. 17 Mintel, Visitor Attractions – UK (December 2013)
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Sector Guide: Pre Family
3. T ell your story on your website - all the evidence says that Generation Y likes this. You can use your website to tell your customers about your business, its history and what you stand for. Generation Y are sceptical about traditional advertising but they are more likely to connect to the stories of the places where they stay or visit. Keep your stories short and illustrate them with pictures or video. Generation Y values sincerity, honesty and authenticity so don’t try to deceive them.18 4. Can you offer free Wi-Fi throughout your accommodation or attraction? Young people will expect Wi-Fi wherever they go. What’s more they’ll expect it to be free and reliable (and if it’s not they’ll use social media to say so). They will take their smartphones and tablets with them wherever they go – including to breakfast or the bar, so you need to make sure that your WiFi works everywhere in your accommodation or attraction. And avoid putting any limits on the number of devices that can connect to Wi-Fi. Between them an adult couple may have several smartphones, tablets and ereaders – and they’ll expect to be able to connect to Wi-Fi on all of them! 5. Are you geared up for flexible and last-minute bookingsAre members of Generation Y, this group is accustomed to waiting for the best deals to become available and making last-minute bookings. Do you have the flexibility to cater for their way of choosing their holidays? Can you effectively deal with last-minute bookings? 6. Can you offer young professionals automatic (or self-service) check in? Remember, Generation Y have little patience and don’t like to queue. So they won’t appreciate having to queue at your accommodation or attraction. Can you make life easier for them by enabling them to check in online using their smartphone or tablet? It’s even possible to enable them to use their smartphone as a room key. Do you enable them to buy their attraction tickets online? Have you investigated all the possibilities?
18 Anne Backburn, ‘How to attract generation Y as hotel and restaurant guests’, www.bighospitality.co.uk/Business/How-to-attract-generation-Y-as-hotel-and-restaurant-guests
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7. D oes your accommodation or attraction provide spaces to socialise and chill out? Generation Y are social beings. They will look for dedicated places (bars, restaurants, lounges, lobbies) where they can meet and socialise with friends. Remember that socialising will include connecting with friends on social media so make sure that all your social spaces have free and reliable Wi-Fi. 8. Can your destination or attraction offer adult-only events to cater for this market? Most destinations now have an events programme but have you thought about putting on events specifically catering for the the young professional market? Generation Y like events, particularly those associated with entertainment, music, sport or adventure. They also enjoy events with an offbeat or quirky theme or in unusual locations– so that your destination’s beach could be a real asset. To have the greatest appeal they should be adult-only and timed for the evenings or weekends when there is the greatest likelihood of other people their own age being able to attend. 9. C an your destination/attraction offer ghost walks or spook nights (or anything similar)? Anything to do with horror or gore can appeal to Generation Y. An increasing number of towns and cities now offer ghost walks and there’s no reason why seaside resorts can’t do the same. Can you ask a local history group to research the ghostly history of your destination or attraction? Can you get local actors or a theatre group to put on ghost walks or a horror show? Ghosts, horror and the supernatural could also be a good theme for events intended for the younger market. 10. Do your staff know how to deal with Generation Y customers? This market likes a youthful vibe – so if you want to attract it, one way of meeting their needs is to employ young people of their own age (if you don’t do so already). Generation Y also expect and value good service and will be quick to complain (online) if they don’t get it. Can you ensure that your staff are able to treatthem as individuals and make them feel special and valued. It’s important that your staff are skilled in empathy and are able to ‘connect’ quickly with customers and guests.19 19 Anne Backburn, ‘How to attract generation Y as hotel and restaurant guests’, www.bighospitality.co.uk/Business/How-to-attract-generation-Y-as-hotel-and-restaurant-guests
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Sector Guide: Pre Family
Learning from Success Stories A seaside hotel popular with the pre-family market: Zanzibar, Hastings Hastings might seem the last place that would be of interest to younger visitors. But look beyond the stereotype of a run-down resort and it’s apparent that Hastings has a lot which will appeal to this group. There is a lively independent shopping scene in the old town, a growing number of good places to eat and drink, and a diverse events programme. Perhaps most importantly, the town’s long established artistic community gives the town an edgy Bohemian vibe which is exactly the sort of thing that appeals to Generation Y. The London website www.urbanjunkies.com described it as “closer in spirit to the coolest communities in London”. The Zanzibar (www.zanzibarhotel.co.uk) in Hastings is a boutique hotel with an international theme. Each of its eight rooms is themed around a different country or continent). The hotel claims that its “opulent décor…and special attention to creature-comforts make this the perfect retreat to escape life’s stresses and strains and reconnect with your loved one”. The hotel has its own restaurant – PierNine (www.piernine. co.uk/) which describes itself as “classic Victorian elegance meets cool contemporary beach-chic”. The website includes a “last minute deals” section on the home page. Although not explicitly promoted as an adult-only hotel there are no large family rooms. The Zanzibar is rated number 1 hotel in Hastings (with 98% approval and no negative reviews). It holds a 2014 Tripadvisor Certificate of Excellence. Almost all the Tripadvisor reviews are by couples and the quotes below only refer to couples aged under 35. Reviewers praised the quality of the rooms: “our huge room was breath taking…Gorgeous high ceilings with beautiful furniture and a luxurious bathroom”. Similarly, the standard of the service was frequently highlighted. For example: “made us feel welcomed without any feeling of invasiveness and left us feeling that way our entire stay”. Reviewers also gave Hastings a sympathetic write-up: “Despite its shabby exterior the surrounding area has many things to offer”. What crops up again and again in the reviews is that the visit to the Zanzibar was part of a celebration (wedding anniversary, birthday or Valentine’s Day) indicating how young professionals can be enticed to a good hotel in an unusual destination for special occasions.
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A quirky seaside event: Morning Gloryville, Brighton Morning Gloryville (http://morninggloryville.com/) is a rave party which takes place early in the morning (from 6.30 to 10.30). Entitled ‘Rave your way into the day’, it started in London, and a Brighton chapter opened in June 2014. It’s designed for young people who want fun, sociability and a workout before heading off to work (they’re encouraged to rejig their daily schedule to fit it in). In addition to dancing, the event offers yoga and massage. Alcohol and drugs are strictly prohibited and coffee and smoothies are the only drinks on sale. The only rules of the event are “sobriety and authenticity”. It’s intended to enable participants to be themselves and offers “a healthy and sustainable means of expression”. Events have proved extremely popular with young professional people, especially those working in the ‘tech’ industries. For more information see this Channel 4 News clip: www.channel4.com/news/kick-start-your-working-day-with-a-6am-rave Morning Gloryville is the type of event that is particularly popular with young working couples (and obviously with young single people as well). Although it caters for local residents more than tourists it illustrates how an unusual event (at an unusual time) can have huge appeal for Generation Y. It is the type of quirky event that destinations will need to promote in order to encourage young working people to visit.
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Where to get help and further information Although it’s an American site this can give a useful insight into the world and lives of working couples: http://www.dinklife.com/ For useful insight into how hotels can reach out to Generation Y visitors see: http://issuu.com/hotelindustry/docs/hotel-industry-magazine-aut-13/32 www.bighospitality.co.uk/Business/How-to-attract-generation-Y-as-hotel-and-restaurant-guests www.tripadvisor.co.uk/TripAdvisorInsights/n2038/how-attract-gen-y-hotel-guest For a useful guide for how hotels can make the most of social media see: www.hotel-industry.co.uk/2014/02/how-to-use-social-media-to-attract-generation-y-guests/ For a useful guide to making your website mobile-friendly see: www.sharewales.com/wp-content/uploads/2013/05/Is-your-Website-Mobile-Friendly-28-May-13.pdf For useful overviews of the best seaside shopping see: www.telegraph.co.uk/travel/destinations/europe/uk/8637802/Best-of-the-British-seaside-shopping.html www.coolplaces.co.uk/guides/uk/places-to-shop For examples of coastal adventure holidays see: www.preseliventure.co.uk/- http://www.cornishcoastadventures.com/ - http://coastalactivitypark.co.uk/ For examples of ghost tourism at the seaside see: http://eerieplace.com/haunted-cromer/ www.guidedtourswales.co.uk/page17.html www.thewintergardensmorecambe.co.uk/home/?page_id=65 For examples of seaside events likely to appeal to young working people see: www.uklive.co.uk/south-west/ www.maldonmudrace.com/ www.weymouthbeachvolleyball.co.uk/events.aspx
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Where to get help and further information
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Sector Guide: Pre Family
Sources used in compiling this guide • • • • • • • • • • • • • • • •
L eask, A. et al (2012) Pricing and Packaging Visitor Attractions: Experiences for Generation Y, Tourism Intelligence Scotland Research Moscard, G. and Benckendorff, P. (2010) ‘Mythbusting: Generation Y and Travel’ in P. Benckendorff, G. Moscardo and D. Pendergast (eds) Tourism and Generation Y, CABI, Wallingford, pp 16-26. Moscardo, G., Murphy, L., and Benckendorff, P.(2011) ‘Generation Y and travel futures’, in I.Yeoman, C.H.C. Hsu, K.A. Smith and S. Watson (eds) Tourism and Demography. Goodfellow Publishers, Oxford, pp 87-100. National Coastal Tourism Academy (2014) Bournemouth Visitor Survey 2013 Office for National Statistics (2013) Internet Access – Households and Individuals 2013 South West Tourism Alliance (2009) Profile of Potential Visitors, 2009: Customer Segments and Marketing TNS/Visit Brighton/VisitEngland (2013) Brighton: Visitor Satisfaction and Growth Potential VisitBritain (2013) International Passenger Survey VisitEngland (2012) English Destination Types: Understanding the Consumer, Research Debrief VisitEngland (2013) Local Food and Produce VisitEngland (2013) England’s Seaside: What are the Opportunities VisitEngland (2013) The Staycation: State of Play 2013 and Beyond VisitEngland (2013) Look, Book, Took Research VisitEngland (2013) GB Tourism Survey (England Domestic Overnight Holidays – Summary) VisitEngland/VisitScotland/VisitWales (2014) The GB Day Visitor 2013 VisitEnglandTrends (http://visitenglandtrends.com)
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