Market Report
www.parkworld-online.com
The
future market segments
R 4 48
The core priority for the theme park and attractions industry should be visitor experience. With increasing competition for consumers’ time and money, it is vital for operators to keep up to date with the evolving demands of their visitors. Chris Yoshii and Mark Wijman shine some light into the market segments those in the attraction industry should focus on, now and in the future.
esearch from engineering solutions expert AECOM has identified four market segments: Millennial Travelers, Family Travelers, Affluent Travelers and
Senior Travelers. How can operators identify these markets, and what are the key characteristics of these groups?
Millennial Traveler Aged between 16 and 35 years old, sometimes called ‘millennials’, they are usually highly educated and have a high propensity to travel. Millennial Travelers thrive on being connected and having
information at their fingertips. Most millennials say their travel decisions were heavily influenced by online reviews. When asked on how this group picks their destination,
the key factors affecting millennial travelers’ decisions on destination include “Always wanted to visit”, “Personal
recommendation from others”, “Learn more about culture”, “Special offers” and “Cheap destination”, as well as an “Authentic local cultural experience”. The big advantage for operators is that most in this group have high levels of theme park experience from early on. Millennials are very experience-oriented and looking for a collection of different kinds of complementary experiences rather than just one main event. We see that a lot of travel they do involves some sort of festival, while food and learning experiences are also preferred. In theme parks, millennials look for thrilling and hi-tech attractions and rides, outdoor adventure activities, in-park digital interactive games, creative and cultural experiences, fast and concierge-level services, and cashless transactions for food and merchandise. Meanwhile, millennials are keen to share their real-time experiences online with friends.
OCTOBER 2017
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