Generation dynamics and search habits
Why specialisation brings success
Travellers like to keep their cards close to their chest. Despite this, studies and industry reports are hot on their trail and provide information that can help keep track of their habits and preferences. Take a look at our overview to discover which current trends can be transformed into specialisations and which groups can be targeted particularly effectively.
... want individual experiences, not package holidays
Millennials (born between 1981 and 1996) are driven by their desire to explore the world and have unique experiences and encounters. They are looking for instagramable moments and local eccentricities. Travel is something that sets them apart. This also involves planning trips themselves, which is why millennials prefer to book each element of their holiday separately instead of opting for package deals.
>> A specialisation needs to respond to the demand from millennials for original experiences. Those who offer special services that focus on the local area have particular appeal – as opposed to fixed packages that
... like to travel alone and are active online
Wanderlust is alive and well among travellers between the ages of 50 and 70 – baby boomers (born between 1945 and 1964) love to travel and also don't mind going it alone. Solo-trips, for example to broaden personal horizons, are quite popular among this target group. Online booking has been common practice for a long time and is often even the preferred method for people over the age of 65.
>> This group's travel requirements combined with their purchasing power is a clear selling point. The trend of travelling alone and for reflection purposes is also an opportunity to meet these requirements through specialisation. At the same time, focusing on becoming more digitally visible to this group would also be a worthwhile investment.
Booking private accommodation is still a popular option
Renting a room, an apartment or even an entire house privately is now common practice. Platforms
where travellers can do this have an international presence – and of course, Airbnb is leading the way. Private rooms are also becoming a more attractive option for business trips, which explains the boom of Airbnb for Work. The initial image associated with these sites of sleeping on an air mattress on someone's living room floor has largely been disproved. Around 24,000 hotels are now also listed on Airbnb.
>> In addition to providing rooms, hotels need to score points in other areas to compete with private providers. A specialisation makes your strengths stand out. Using portals such as Airbnb can provide opportunities – as long as you don't post the same room a hundred times.
“Online only” is a growing trend
More than a third of European holiday- makers book their trips online – in the Netherlands and Denmark it is more than half. Online ratings are important when it comes to choosing a holiday destination, since numerous travellers read reviews before booking a trip and also write reviews themselves after returning from a holiday.
>> Offering relevant specialised deals differentiates you from other providers and increases visibility. With the ever-increasing shift towards digital services, having a memorable online presence is all the more important. Having a reliable way of managing your ratings is therefore essential.
... is a part of self-perception and self-expression
Food is increasingly being used as a means to discover oneself. Eating is an emotional and ubiquitous topic that is used as a way of expressing personality – particularly in the digital world. The trend of eating out is steadily increasing and is particularly valued as an opportunity for social interaction. The choice of restaurants and cafés is virtually endless.
>> If you want to survive in this busy but oversaturated market, you have to prove that you are unique. Personality cannot be expressed by something generic, which is why a gastronomic concept with corners and edges, which can also be translated into a digital form, is in a promising position.
... is also important when travelling
A willingness to pay for environmentally friendly products has been rising steadily. Travel bookings are often still made without taking the sustainability factor into account, but if it is, travellers tend to focus on the accommodation. Certificates play a significant role in this because they are a quick and easy way to see whether a company is dedicated to sustainability.
>> The trend towards sustainability has been growing slowly, but steadily. There is a potentially large target market. It isn't just the Fridays-For-Future generation who are increasingly taking sustainability into account in all areas of life. A specialisation in sustainable services is an early response to an inevitable demand.
Welcome & Stay
This article is part of our magazine "Welcome & Stay". You are welcome to download it. You can find this article on pages 10-11.
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