Professional Documents
Culture Documents
Customer Types
Greater use of market segmentation in the industry enables focus on more varied customer types: Leisure customers Business customers Independent travellers Package holidaymakers Age specific groups Special interest groups
Length of Stay
The industry has become more responsive to customer demands for flexibility: Availability and choice of short breaks More customers taking multiple breaks More companies adopting flexible working patterns
Varied Offer
Social factors such as demographic change and trends to healthier lifestyles have encouraged: Adventure holidays Leisure and activity related breaks Extreme and risky sports holidays
Political Aspects
Many political factors have influenced the industry: Security concerns-but political barriers may prevent global response Global warming-the race is on to deal with the issues Sustainability-varied responses-not all about the environment Responsible Tourism-can be a marketing tool
Technological Change
Developments in transportation : Super ferries and floating resorts Super Jumbo (A380) and Boeing Dreamliner Continued growth of e-commerce: Increased use of travel management systems for business tourism Increase in independent bookings