MARKETING TO LEISURE TRAVELERS Unit 8

WHO ARE LEISURE TRAVELERS?.

Those who Travel for pleasure, as opposed to business travel are called as leisure travellers. Often used to indicate a trip of seven days or longer, regardless of its purpose

The leisure travellers market can be divided into two segments, they are,

1 Individual Traveller

2. Group Traveller

INDIVIDUAL LEISURE TRAVELERS

It can be define as non-business guests who are traveling independently rather than with a group on prearranged tour. They can be classified in to following group

-  Families

-  Seniors

-  Baby boomers

-  Generation x

-  Others

FAMILIES

Married couples, couples with children, single parents and grand parents and other family members traveling with children comes under this category. They expect following characteristics from the hotel, such as

·         Rooms with more space

·         Reasonable rates or no rates for children

·         Low cost recreational facilities

·         Rooms with kitchen facilities

·         Kiddies menus

·         Colourful interior rooms

·         In house doctors

·         Babysitting facilities

·         All-inclusive packages

SENIORS

An elderly person above 55 years old comes under this. There four types of seniors by age limit, they are

·         Pre-retirement (50 years -65 years)

·         Young old (65 years -75 years)

·         Old- old (75 years -85 years)

·         85 plus (above 85 years)

What do they expect from a hotel?

·         Quality service

·         Clean and comfortable room

·         Clean and comfortable lounge areas and public areas

·         Rooms with two separate beds

·         High safety and security measures

·         Easy access rooms closer to elevators

·         Elderly care facilities

·         Large well-lit rooms

·         Non slippery floors

How to reach the senior market?

·         Introducing religious tour packages

·         Conducting promotion in various social organization

·         Advertise to older travelers in travel guides

·         Advertise in elders magazines

·         Advertise in news papers

BABY BOOMERS

Baby boomers market consists of the 77 milion people born in the United States between 1946 and 1964 and covers a wide spectrum. Baby boomers include single adults, two income couples without children, couple with children. This is segment wealthier and healthier than seniors.

What do they expect from a hotel?

·         Willing to buy god quality products

·         More recreation facilities

·         variety of foods and beverages

·         Fresh and healthy foods

  

How to reach the baby boomers market?

·         Advertising in Newspapers and Magazines

·         Combination of radio spots and outdoor advertising

GENERATION X

People those who born in between 1965 and 1976.this segment has become a

variable

economic force.

What do they expect from a hotel?

·         Exciting experience

·         Latest entertainment

·         More seafood and vegetarian dishes

·         Prefer for adventure activities

·         Av advertising in computer, travel ,environment magazines

·         Through travel agents

OTHERS

Other individual leisure travellers include businesses travellers who are taking a leisure trip either before or after doing business, affluent leisure travellers, active leisure travellers, and single leisure travellers who may be traveling alone or with a group of other singles.

Business leisure travellers

People those who travel for both purpose will comes under this

• Affluent leisure travellers

This segment consists with those who have wealth and those who have mindset of affluence. Each different person has different needs and interests.

• Active leisure travellers

Active leisure travellers are actively participating with different type of activities in order to spend their leisure time. They really concern such activities like sport, adventure etc.

Single leisure travellers

Here only one member is representing alone for his holiday. Many single leisure travellers look for personal enrichment while on vacatio

GROUP LEISURE TRAVELERS

People those who travel with formulated groups comes under this segmented. Services in group tour packages range from transportation, accommodation, and baggage handling to more extensive arrangements such as meals ,sight seeing ,entertainment, and admission to attractions.

Tour intermediaries

Travel professionals who arrange tours are known as tour intermediaries or travel intermediaries. They include tour brokers, tour wholesalers, and retail travel agents.

Tour brokers

They are also known as tour operators. They do bulk purchasing of hotel products and and other transportation products. Many tour operators operate their own travel agencies through which tours are sold. Most of the times they own charter flights also.

Tour wholesalers

Like tour brokers put tour packages together, but typically work with airlines rather than ground transportation. Most of tour wholesalers contact with hotels, air lines and other travel and lodging suppliers.

TYPES OF TOUR

There are three types of tours commonly taken by group leisure travelers .they are

1.   Motor coach tours

2.   Airline tours

3.   Property package tours

1.   Motor coach tours

Motor coach tours fall in to two general categories. They are,

Over night or Non destination tours

They only one night at a destination expect following this from the hotel side

·   Quick service in baggage handling and meals

·   Wide verity of food choices

·   Fair room service operation
       Express check-outs

               
Destination tours
These guests will be staying a minimum of two nights at a place. They are mainly interest on area sight seen and attraction.