Tourism Tidbits: Marketing To and Protecting Visiting Children - Part One of Two
March 6, 2019 9:05am
by Dr. Peter Tarlow
One of the most difficult segments of the tourism industry to which to market protect the children or young adult segment, In reality this segment breaks down into at least four sub-segments, and each of these has its own challenges and opportunities.
Although in most nations the law defines a child as anyone who is not an adult (under 18 years of age) from the perspective of tourism there are major differences between an infant and a teenager. These differences manifest themselves in not only how we market to them but the products that we offer. One way to analyze this multivariate market is to divide the child/young adult tourist segment into categories such as:
These subdivisions are only approximations and in reality the travel sociological patterns of each group merge one into the other and also differ one from the other. They are used here merely as divisions of convenience.
The Child/Young adult/Family travel market is a large one. According to the (US) Family Travel Association it is estimated that in the United States (and we can assume the same holds true for many other nations) that family travel potentially comprised up to 35% of the total travel market. Additionally, most of this travel is discretionary travel and often families with young children and adults tend to spend more during their trip than do single travelers or couples traveling without children, According to the US Family Travel Association there are four key factors that are driving this segments of the market’s growth. They are:
Although few travel destinations expressly go after children as the motivator for travel (exceptions to this rule are locations such as: Anaheim, CA, Orlando, Florida, or Disney Paris) children play a large role in travel and in travel destinations decisions. For example:
To help you market to this important segment of the world of travel and tourism, Tourism Tidbits offers the following suggestions.
- Understand what drives your segment of the child/young adult travel market. Because this is such a wide segment of the travel market, no one destination can appeal to all of it. Segment your market by attractions, price and offerings and then appeal to the part of the youth market that matches your reality.
- Young Adult and Children’s tourism is multi-faceted. Some of the more popular sports for children are amusement parks, seaside vacations, television inspired vacations and school cultural experiences. The latter is important because it occurs outside of the family and usually has a prepaid package as part of the experience. The school travel tourism market often has not been recognized as a major source of income by the tourism industry.
- Do not overlook multi-generational travel. Grandparents love to spoil grandchildren and recent retirees might be the wealthiest brackets of retired people in history. Young grandparents are still well enough for physical activity and wealthy enough to spoil the next generation. Develop special grandparent/grandchildren packages. Offer hotel rooms that provide both privacy and easy access and develop food and eating schedules around young travelers’ needs.
- See and market to children as sophisticated consumers. Children watch television and are Internet savvy. Offer well thought through services that appeal to specific age groups. Remember one size does not fit all. As children are ever more exposed to a computerized world they are “aging” faster and are more aware of everything from sex to politics at ever-younger ages.
Tags: tourism tidbits,
dr. peter tarlow,
marketing to visiting children
Dr. Peter E. Tarlow is the President of T&M, a founder of the Texas chapter of TTRA and a popular author and speaker on tourism. Tarlow is a specialist in the areas of sociology of tourism, economic development, tourism safety and security. Tarlow speaks at governors' and state conferences on tourism and conducts seminars throughout the world and for numerous agencies and universities.
Contact: Dr. Peter E. Tarlow
Tourism Tidbits: Marketing To and Protecting Visiting Children - Part Two of a Two Part Series
Tourism Tidbits: Working With Meeting & Convention Planners
Tourism Tidbits: Confronting the World’s Changing Economic Times
Tourism Tidbits: Confronting Tourism Risk
Tourism Tidbits: Human Rights and Tourism
Tourism Tidbits: Developing a Tourism Marketing Plan in a Changing World - Part 2 of 2
Tourism Tidbits: Developing a Tourism Marketing Plan in a Changing World
Tourism Tidbits: Using Questionnaires: The Do's and the Don'ts
Tourism Tidbits: Creating a Balanced Tourism Industry
Tourism Tidbits: Marketing Love and Marriage
Tourism Tidbits: The Art of Crowd Management
Tourism Tidbits: Celebrating Twenty-Five Years of Tourism Security
Tourism Tidbits: Tourism and Health
Tourism Tidbits: Customer Service: Going Beyond the Expected
Tourism Tidbits: Sports Tourism
The Month of October’s Hard Start for Tourism
Tourism Tidbits: Natural Disasters and Tourism
Tourism Tidbits: Still More on Old-New Forms of Tourism Research and Product Development
Tourism Tidbits: Old-New Forms of Tourism Product Development
Tourism Tidbits - Some of the Best Practices in Tourism Security, Risk Management and Crisis Recovery, Part 1
Please login or register to post a comment.