Travel Reference
In-Depth Information
infi rmity and frailty in body and mind are outdated notions that prevent a true understanding of
a market which will eventually dominate the tourist sector. Older consumers are living longer
and healthier lives thanks to advances in medicine. While retirement ages may shift and continued
contribution to the workforce may be the norm, they still have more time, money and inclination
to travel (Deloitte LLP 2010). Younger at heart with materialism behind them, this group are
experienced travellers ready to try new things as well as repeat experiences of their youth - the
new wave of 'rich-packers', returning to the places they backpacked as penniless tourists, is just
one of the many trends the industry is likely to witness (Dwyer
et al.
2008).
Another critical driver of the new global tourist is wealth. While the economic balance of
power is shifting rapidly towards developing countries, the growth of Brazil, Russia, India and
China (BRIC countries) is such that the average 'international tourist' of the future will look
very different to today. Already these countries are seeing rapid growth in personal spending
power as their economies expand (Yeoman 2012). Tourism marketers must recognize in all their
efforts to brand their products and services that a new wave of middle class tourist, eager to spend
their newly acquired wealth on hitherto unavailable experiences, is likely to think differently,
respond uniquely and want entirely different relationships with their brands. The more affl uent
people become across the globe, the more complex life and product decisions become and a new
disillusionment with the marketplace is beginning to spread - 'affl uenza' is the result of a growing
tension between wealth and the desire for a simpler, less materialistic life (Hamilton and Denis
2006). Increasingly, consumers are seeking personal fulfi lment through experiential consumption.
This bodes well for the tourism sector but only if marketers can get behind the motives of this
new social movement.
Authenticity of experience is becoming a key goal in tourism purchasing (Yeoman, Brass and
McMahon-Beattie 2007). The concept of mass tourism dominated by standard packaged
products and service is fast in decline. Touristic consumers want to participate, not spectate.
Social and environmental consciousness continues to grow and with that more emphasis is being
placed on provenance and sustainability but also tourist consumption is more about discovery
and learning - it is no longer where you go that matters but what you do when you are there
(Forum for the Future 2009). Dwyer
et al.
(2008) go as far as to predict that the barrier between
education and leisure will blur such that it will eventually disappear. Within this, there is more
demand for multi-experience holidays - interacting with the community, buying local produce,
getting close to nature; volunteering and conservationism are niche, but growing requirements
of some markets (Dickie 2012).
With all this, the tourist consumer is becoming especially discerning. More priority is
placed upon value. New technologies which have opened up access to information about
holidays from independent reviewers, marketers and fellow tourists, providing visualizations
of e-destinations, accommodations and services have 'tangibilized the intangible'. Risk is
reduced as consumers feel they can effectively try before they buy. Price is no longer the
only way to defi ne quality - quality can be seen and thus assured and price becomes secondary.
The shift is already evident. As consumers can be more certain of quality of product, the emphasis
is moving to quality of personal service (Dickie 2012). This is a differentiator that tourism
marketers must harness in a fi eld so competitive that, often, few differences can be found between
providers.
Perhaps most striking about all these trends is the level of individualism demanded by
the new tourist - holidays must fi t specifi c requirements. Choice abounds and tourists have the
desire to create their own package of experiences suiting their desires and needs. They are
more experienced, more marketing-savvy with higher expectations, greater access to information
and a better eye for truthfulness and authenticity. Evolutions in technology have given them
