The Nordic outbound travel market

24
05: Important
Segments
05: Important
Segments
There are three important segments with
great potential when entering the Nordic
travel market.
They are:
• Families with children
• Singles with no children
• Empty Nesters
Travel activity is increasing for all groups.
This chapter will highlight the most
important characteristics in terms of travel
habits and potential.
Families with
children
Families with children are an important
segment in the outbound tourism market.
These families typically use the school
holidays to be together and to experience
things together because the parents have
less and less time.
Why do they go?
The most important aspects for these
families when travelling are:
• The children should have fun
• The family should have shared
experiences
• The parents want to relax
• The parents need time with their children
• The children should be active
Previously, holiday destinations were the
most important aspect when families were
choosing a holiday. This is no longer the
case. There is an increasing tendency for
families to focus more on luxury, which
includes booking 4-5 star hotels with
child-friendly facilities. Families want to
retain the same good standards that they
have at home.
All-inclusive is key
This is closely related to the fact that allinclusive
holidays are becoming more
popular among families in the Nordic
region.
The majority of Nordic tourists who take
all-inclusive holidays are families with
children, and the reasons for choosing
these are convenience and control over
expenses. Five years ago, only 3 % of
all package-tour travellers preferred
all-inclusive holidays, but the numbers
are increasing and in 2010, the figure in
Denmark alone was more than 15 %.
Holiday destinations such as Egypt
and Turkey are popular among packagetour
travellers because of low priced
all-inclusive offers.
Five years ago, only 3 % of
all package-tour travellers
preferred all-inclusive
holidays, but the numbers
are increasing and in 2010,
the figure in Denmark
alone was more than 15 %.
Child friendly and safe
Another important factor for Nordic
families is that they discover child-friendly
places when deciding where to stay. They
consider a place child-friendly when they
are secure, employ staff with a positive
attitude towards children, have access
to water parks, playgrounds and childfriendly
menus at restaurants.