Water based Activity Tourism
Malcolm Bell
DirectorSouth West Tourism
Changing demands of our visitors and ourselves
Consumer's changing characteristics and needs
• Wealthier ( for now)
• Healthier
• Older and more active
• Multiple holiday taking
• Short breaks as a survival tool
• Increasingly “experience driven” breaks
• Changing lifestyles
Buying ‘experiences’
% Agreeing56 54
51 49 46 4538
32
0
10
20
30
40
50
60
France Spain Poland Italy US UK Germany Japan
Source: Henley Centre, HenleyWorld 2003
I would rather spend money on experiences/doing things than buying material goods
Domestic Visitor Segmentation &
Satisfaction
Findings
South West
• Priorities– A9 – Standards of service
– A21 – Quality restaurants and dining
– A23 – Availability of tourism information
• Hidden Opportunities
– A6 – Choice of self-catering accommodation
– A14 – Range & availability of local produce, arts and crafts and souvenirs
– A17 – Range of water based activities, e.g. sailing, surfing, swimming
– A7 – Choice of camping and caravanning facilities
Hygienics Motivators
SaversHidden
Opportunities
A1A2
A3A4
A5
A6
A7
A8A9
A10
A11
A12
A13
A14
A15
A16
A17
A18
A19
A20
A21
A22
A23
A24
A25
A26
A27
A28
A29
A30
A31
A32
A33
A34
A35
Real Importance highlow
Cla
imed
Im
port
an
ce
hig
hlo
w
How to capture and delight the activity markets:
“Pure”
“Casual” “Accidental”“Spectators”
“Casual”
“Pure”
“Accidental”
“Spectators”
Pure – Often lowest tourist spenders
• Long term passionate participants
• Know the activity knows most of the locations
• Is involved and uses the expert networks – through club news, internet forum etc
• Do not spend that much on other activities or even accommodation and food and drink
• How to attract them :» Use specialist media – comms routes» Specialist PR» Special events and competitions
• Product Development:» Competition venues» Unique highly demanding locations» New and innovative offering
Casual – medium/high tourist spenders
• Often lapsed or pick n mix guys
• Needs good information on where they can play
• Receives information through conventional channels – local newspapers, leaflets, generic information web sites such as tourism information providers
• Have mixed leisure activities but concerned about being active and wanting to be more fit
• How to attract them :» Use normal media – comms routes» Local radio and TV stories – fun » Fun events, family fun time
•Product Development:» Easy start, fun activities» Close to holiday spots, cities & towns
Accidentals – supplementary tourist spenders
• No planning – often completely lapsed
• Knows nothing about where and how- impulse
• High profile marketing and point of sale promo, poster, signage etc
• Can be tempted to spend on activity and extras
• How to attract them :» Use in your face promotion, leaflets etc» Road signs» Fun adverts in tourism day visitor
publications
• Product Development:» hire» Gentle but fun beaches/locations» Mixed with other attractions, multi use
venue
Malcolm Bell
“Pure” “Casual”
“Accidental”“Spectators”