European Tourism Marketing Essay Example | Topics and Well Written Essays - 2000 words

European Tourism Marketing - Essay Example When the fear had somewhat waned, there was an influx of travel demand which has been slowly been dissipating leading tourism experts to dampen their expectations for year 2007. The United Kingdom is experiencing a demographic shift from married life to being single as shown by the rise in number of independent singles. According to the World Tourism Market Report single person households accounted for almost 30% of all households in the UK for the year 2005. Over the past 25 years, the average age of first marriage has increased significantly rising to 28 years for women and 30 years for men in 2005 as compared to the age of 22 for women and 24 for men in the 1980s. Without doubt, singles now represent a major consumer group in the UK. What is important to recognize in singles is that their lifestyle is now characterized by a focus on career and a busy social life. When it comes to holidays, therefore, many singles are looking for a wide variety of leisure services and activities that offer relaxation or help to alleviate stress created by day-to-day living. Furthermore, career-minded singles are more inclined to spend their higher-than-average disposable income on treating themselves, rather than on family life. This presents high return on investment potential for those targeting their travel products and services at this growing consumer group. According to the Euromonitor World Tourism Market Report 2006 report, tourism operators need to bear in mind that in order to appeal to a wide consumer base of single holidaymakers, they need to respond to the financial, social and emotional needs and interests of those who holiday alone. It is recommended that due to the prevailing social stigma associated with being unattached travel operators should focus their offering on safety, socializing and providing a unique experience to those who travel solo. As singles continue to dominate UK society, the phenomenon of holidaying alone is becoming popular. The singles market, therefore, represents one of the most potentially profitable and as yet undeveloped areas of the UK tourism industry. Singles, for example, are more inclined in adventurous holidays and extreme sports so hobbies, such as trekking, surfing, bird watching, horse riding or yoga, as well as spa retreats and exotic city breaks, are all niche markets which would do well to cater to the needs of single travelers. The consumer base of single travelers can be split into two different groups. On the one hand are independent travelers seeking thrills, and new, liberating experiences to contrast with their high-stress workload. On the other hand, however, there are those looking to potentially find a partner, using holiday operators as a form of dating agency. A specialist 'singles' travel operator can easily cater to both target markets. With the success of new concepts like speed dating and online dating agencies, such as www.datingdirect.com, www.match.com and www.streetcupid.com, holiday activities marketed as spin-offs from these dating