2. http://www.bized.co.uk
Copyright 2003 – Biz/ed
What Factors Are Involved?
(Week 1 in Bold)
Changes in
destination:
growth and
decline
Customer
types: more
market
segmentation
Length of
stay: a more
flexible
industry
Variety of
things to do:
adventure,
sport, activity
Political
aspects: the
‘War on
Terror’, safety
and health
Technological:
growth of e-
commerce and
new
transportation
3. http://www.bized.co.uk
Copyright 2003 – Biz/ed
Changes in Destination
• Choice of places visited for holiday or
leisure change over time
• Some destinations become
unfashionable
• Others fall into decline through under-
investment and unpopularity
• New ones emerge through planning and
changes in society
4. http://www.bized.co.uk
Copyright 2003 – Biz/ed
Customer Types
Greater use of market segmentation in
industry had led to focus on more
varied customer groups:
• Leisure customers
• Business customers
• Independent travellers
• Package holidaymakers
• Age-specific groups
5. http://www.bized.co.uk
Copyright 2003 – Biz/ed
Length of Stay
The industry has become more
responsive to customers’ demand for
flexibility:
• Choice of shorter breaks
• More ‘serial holidaymakers’ (multiple
breaks)
• Long holidays taken in career breaks
• More firms adopting flexible working
patterns
6. http://www.bized.co.uk
Copyright 2003 – Biz/ed
Variety of Things to Do
Social factors such as demographic
change and trends to healthier
lifestyles have encouraged:
• Adventure holidays
• Leisure and activity-related breaks
• Extreme and risk sports holidays
7. http://www.bized.co.uk
Copyright 2003 – Biz/ed
Variety of Things to Do
Social factors such as demographic
change and trends to healthier
lifestyles have encouraged:
• Adventure holidays
• Leisure and activity-related breaks
• Extreme and risk sports holidays