TOURISM INSIGHTS Sharing sector expertise, analysis and intelligence

The pink pound, celebrity endorsements or associations might offer that extra edge for your destination. Or perhaps it is the allure of the luxury spa? The latest update for Tourism Insights includes a selection of articles, on a diverse range of subjects that are intriguingly linked by the common themes of perception and experience. All deal in a practical way with the realities of the tourist industry in a time of recession and changing customer habits. They offer potential for destinations and the hotel sector to increase their success through an understanding of the needs and desires of their customers as both individuals and members of particular demographic groups. This month’s new articles examine:

• The impact of celebrities on tourism choices

• Gay and lesbian tourism

• The contemporary spa

• Tourist guiding

• The state of the conference and meeting sector

PLAYING THE FAME GAME: THE CELEBRITY EFFECT ON TOURISM

Love them or hate them, celebrities are very much a part of our world, and the decisions taken by celebrities have a major impact on the tourism choices of many. A large number of people want to feel like a star when they are on holiday. It only takes a couple of sightings of a reasonably well-known face to propel a previously unprepossessing venue into the public consciousness, and therefore, onto the cultural scene. So for those involved in the tourism industry, a celebrity roster can represent a golden ticket to a whole world of recognition – free publicity, heightened media interest and celebrity cachet. How best to work with this fickle effect and how to balance it with the needs of local people are examined.

GAY AND LESBIAN TOURISM

Gay and lesbian people comprise about 6% of the population, and have a higher than average household income. They are less likely to have children and therefore have fewer restrictions on their ability to travel throughout the year and on impulse at short notice. They tend to travel more and to spend more while travelling. Clearly this is an important market – but what are the travel preferences of gay and lesbian people, to what extent is their sexuality a determinant of their travel choices and how can venues make sure they feel welcome? This article examines the current value of gay tourism and offers useful pointers for targeting this sector.

SPAS: A 21ST CENTURY PERSPECTIVE

The spa visit is on the rise. This article looks at the current state of the market and the trends, such as relaxation and the quest for healthier living that are driving it. Reassuringly for centres considering the installation of a spa suite, many users are visiting on a regular basis for a few hours at a time, making the after-work market a useful additional income stream to the more traditional spa break. Consumer motivations for visiting a spa and expectations of the experience are explored and exemplary overseas spas are detailed.

TOURIST GUIDING SERVICES: COPING WITH CHANGES IN THE MARKET

The truth is that the UK is not a cheap holiday destination, but it is one resplendent in national treasures, sites and wonders. How well are tour guides sharing this with tourists and are they adapting to changing consumer demands? At present a two-tier system is emerging: accredited tour guides who are trained to provide a high quality interpretive experience; and a new range of entertainment or experience based tours, often delivered by staff whose training is not acknowledged by guiding associations. In addition, a new challenge to traditional guiding is emerging with schemes such as ‘Global Greeters’, which are provided on an entirely voluntary basis. This article looks at how to bring these various approaches together to ensure that tourists receive a quality experience.

CONFERENCES AND MEETINGS: WHERE ARE WE NOW?

The conference and meetings market is recognised as the leading segment in the UK’s business tourism sector. Like most areas of national and global economies, it has suffered its share of difficulties over the past year or so. However, this is not simply attributable to world recession. The sector has also been influenced by a range of other factors: from environmental and sustainability pressures to changes in company procurement policies, from the continual developments in communications technology to the popularity of social media. However, research has found very positive benefits to attendees from being able to meet ‘face-to-face’ with colleagues, making this a sector worth safeguarding both for the tourism sector and other industries. The challenges are in making these benefits clear to hard-hit businesses and making Britain an attractive conference and meeting venue.

This month’s update to Tourism Insights is very focussed and pragmatic, providing real tools and ideas for a wide range of industry professionals and practitioners, but there are also a significant number of opinion, trend and analysis articles which have gone live in the last two months,

• Rebranding Parts 1 & 2

• Using Storytelling at Visitor Attractions

• Creating Responsible Tourism Destinations

• Developing Good Practice in Destination Management Organisations

• Insights into the Group Travel Market

Tourism Insights is a subscription service written by industry professionals, which aims to monitor developments in the UK tourism market, analysing and interpreting trends. Tourism Insights is essential reading for anyone serious about tourism. Online access also gives a complete archive of previously published material relevant to private and public sector professionals.

Articles are available online monthly and in a quarterly print journal to subscribers, but individual articles can be bought on a case-by-case basis

For more information, please contact: Adrian Weston: Raft PR email [email protected] or telephone 0208 408 7126