Market Report

Family Traveler In this segment we see that multigenerational travel is increasingly becoming popular on consumer news and travel sites. In Asia Pacific alone, an estimated 44 million people travel on family holidays and spend USD 29 billion every year. The Family Traveler is value conscious and often looking

for packages and special offers when choosing hotels, restaurants and entertainments. Making memories is a very important aspect of family travel - most families would love to take vacations to celebrate birthdays, anniversaries and graduations. An important aspect for this group is to stay healthy and safe while traveling – healthy eating and wellness are top of mind even when families are away from home. The Family Traveler loves ‘staycations’ – families prefer to visit a short-haul destination with various budget- friendly activities and attractions. Family visitors are looking for activities for both children and parents: family-thrill rides; real-edutainment experiences; family-friendly attractions and facilities and value-for-money packages from theme parks. When visiting resorts and hotels there is a trend toward accommodation that can be expanded easily to house (or connect) the whole multi-generational family.

The Affluent Traveler An exciting market segment, this group is made up of high net-worth individuals and upper class groups, likely to come from developed countries with well-established tourism markets such as North America, UK, Europe and the Middle East. In the near future the affluent market will also include international travelers from the rapidly growing middle and upper classes in emerging economics such as China and India. Globally, forecasts are predicting the middle and upper class population to almost double by 2020, with an estimated 3.08 billion people falling in this category. This group is mostly the Big Spenders. They are willing to pay for high quality services including luxury accommodation, dining, shopping and entertainment. According to The Martini Report Volume, 4.53% of the

hyper affluent combine personal travel with business travel. For their theme park experience, affluent travelers are the big spenders and looking for VIP activities and services and

pampering activities in theme parks. As a minimum this group would want to have a ‘front of the line pass’ – there are also those who would want a designated chaperone for the whole day.

The Senior Traveler This group is likely to have retired or soon to be retiring, and therefore have large disposable incomes and plenty of leisure time for international travel. The world population of 65 years and over will rise from 600 million in 2015 to over 1 billion by 2030. It could very well be that they have been to a destination before and would now prefer to experience it again with a series of unique and relaxing activities such as guided walking tours. As a share of this market is likely to have some form of physical disability, accessibility is an important factor in the decision making process for this group. In general, senior travelers prefer amenities and high standards, at least at the levels they are used to at home and preferably higher. For theme parks, a great attribute of this group is that they tend to travel in non-peak seasons and are more likely to take longer vacations. Also with the coming of age, comes the quest for more security, so most tend to book well in advance. They are also looking for outdoor relaxation, unique performance shows, more places and spaces to relax and enjoy, as well as less thrilling but interesting and interactive activities. In addition they are keen to create and share memories with fellow family members, while in some countries we also see that grandparents visit theme parks just with their grandchildren while the parents take a day or a weekend for themselves.

What does this mean for existing facilities? With the demand for a broader range of quality levels in park experience, we will continue to see differentiated pricing and differentiated experiences. Whilst some embrace and want to enhance smartphone technologies such as Augmented Reality in parks, others advocate putting phones away so families and friends can interact. Nevertheless, there is a definite quest to increase the amount of technology in parks. This is important not only for rides and attractions, but also behind the scenes, with more and more opportunities to use technology in daily park operations.



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