Trends in Tourism and Hospitality - Social-cultural Aspect

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vegetables and fruits, which suit the tastes and nutrition requirements of the older customers.

About pricing, some of them do not have stable income and are therefore more careful about spending than the average younger consumers. Tourism and hospitality industry has to consider offering affordable or value-for-money options for these older consumers.

5.1.2 Multi- generation travel Another trend is the increasing number of grandparents travelling with their grandchildren. The different generations may usually live apart from each other and make use of trips as mini family reunion. Intergenerational travel offers grandchildren and grandparents, uncles, aunts and nephews the time to meet and enjoy their time together. A challenge for the

tourism and hospitality industry is how to appeal to different groups of customers whose tastes could be very different.

The tourism and hospitality industry can take the opportunity to offer intergenerational plans for the customers. Some tour operators organize packages and provide discount for travel with grandchildren to address the multi-generation market. The packages may offer activities and accommodations sensitive to the ages of the grandchildren. Cruising and exploring wildlife safari or national parks are popular ideas.

Mainstream hoteliers serving multiple generation groups must attend to their different habits, patterns and needs and make sure that their service meets the needs of all guests regardless of the generation. Hotels may need to offer choices that give customer options (e.g., a variety of breakfast choices) rather than standardized packages. This allows each member in the multi-generational group to choose what he or she individually likes. For example, hotels may offer health-related travel packages

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adventure, spirituality or stress management that look more attractive to the younger markets.

5.1.3 Single parent family travel

With the increasing divorce rate, single-parent families have become larger in number in many countries. On average, single parents have less money than two-parent families but are still eager to enjoy a great vacation with the children so long as they can afford.

However, most hotels and resorts are ignorant of their customers’ needs. For example, hotels usually charge guests according to the number of people staying per room. The usual head count is per adult. In a usual family, that means the mother and the father. If the children are still quite young (below 12 years old and so), they stay for free. However, some hotels charge guests per head if an adult and his or her children book a room. This means the family has to pay a much higher price than they expect. It is practical if tourism and hospitality industry can take care of their needs.

A few resorts and tour operators in North America have started to offer products and special pricing for single parents families. For example, a tour operator in the US has offered a list of ideas and special offers for single parents families who are keen to enjoy some fun together. Their tours are organized exclusively for the single parents families and are priced at a reasonable amount for one adult and one child. The packaged arrangement helps reduce the extra organisational burden often felt by single parents.

Also, these packages are exclusive to single parents families and so the participants can feel easier than being with other traditional or nuclear families.

5.1.4 Increase in one-child families

The role of parents as a gatekeeper in the past has gradually changed to a cooperative partner since more focus would be put on to the single kids in such families. This trend is particularly significant among the mainland’s tourists whose family’s structure is governed by the government’s one-child policy.

The influence of children on parents’ travel decisions becomes significant. Instead of thinking about what hotel facilities and entertainments can be provided to attract parents, hotel marketers should also consider what offers can be provided for kids. For example, kid swimming pools and playgrounds, interesting programs with enable parent-children communications, such as cooking classes, camp fire and BBQ gatherings. It should be a regular practice for hotels to give discounts and special offers to families with their kids living together in a room, such as extra breakfast coupons or free meals for kids.

5.1.5 More educated customers

As customers become more educated and knowledgeable, their expectations about the quality of travel related products become higher and they tend to search for more information before making purchasing decisions. Information about destinations, attractions, and travel related products such as transportations and accommodations can be easily accessed through the internet including online travel agents, hotel websites, official and unofficial tourism websites. These information enable customers to compare offers of different suppliers of travel related products easily and efficiently.

5.1.6 Polarization of tourists’ tastes and spending The tastes and spending power of

the visitors are getting more diversified. There are visitors who seek for comfort and luxury accommodations, but there are other visitors who are not so well-off but look for budget travel. Some business travelers now turn to boutique hotels, which offer tailor-made service or personalization, instead of the standardized product offered by the hotel chains.

There is a growing demand for ‘home-stay’ accommodations located in areas that feature cultural and soft adventure activities. On the other hand, there are also more and more budget hotels to cater for the increasing demand of the low-budget travelers.

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The baby boomers on average live longer and are wealthier than their parents. They consider travel a necessity rather than a luxury. They constitute a rapid growing market in tourism.

When they stay in an accommodation, they demand quality experience such as a great view, delicious food, good service, or a spa where they can do absolutely nothing but enjoy the service given by others.

5.1.7 Emigration and homecoming visits

Emigration has become increasingly popular in the last few decades. After people emigrate for some time, there is a higher tendency for them to travel back to their home country on vacation to visit family and friends (VFR).

5.2 Trends relating to Social-cultural Aspects

According to the year of birth, four major generations can be identified, namely Veterans (Traditionalists or, the Silent Generation, Swing and Builders), Baby boomers, Generation X and Generation Y. A generation refers to a cohort of individuals who were born and grew up within a particular set of years; within the same social and historical circumstances; and share similar life experiences which differ from those born in other periods of time. The baby boomers will continue to be the key generation in the tourism and hospitality market but the younger generations (X and Y) are also earning money which enables them to travel by themselves.

Table 5.1 shows the characteristics of the four generations and their possible trend setting effects on the demand for tourism, accommodation and food and beverage products and services. However, it must be noted that these are broad descriptions and they are mainly based on studies in the USA. People in other cultures also show features that are different from the Americans. Individuals within the same generation are likely to differ among one another.

Table 5.1: The characteristics of the four generations and their possible trend setting effects on the demand for tourism, accommodation and food and beverage products and services

Generations Impacts on Tourism