REC280 Lecture Notes - Lecture 12: American Express, Business Travel, Delta Air Lines
4 Jul 2018
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Module 12 The Future of Tourism
Description and Learning Outcomes
In module 12, you will learn about the market trends in tourism. After successfully completing
this module, you should be able to do the following.
Discuss the changing nature of tourism and travel
Recognize and explain the major factors influencing the future developments of tourism
Readings
Page & Connell (2009): Chapter 28
Higgins-Desbiolles, F. (2006). More than an “industry”: The forgotten power of tourism
as a social force.
Slides
1. Introduction
In the 1950s, the tourism and hospitality industry emphasized standardization or
sameness
Today, the emphasis is the opposite
oFocus is on diversity
Changes in customers' behaviour dictated this move
Reactions from stakeholders in the tourism industry
2. Demand-Led Trends
Changing Age Structure
oThe population in the developed world is aging
oConsidered as being positive for the tourism industry
oTwo demographic segments are attracting particular attention – above average
growth
3. Demand-Led Trends
Changing Age Structure
oBaby boomers and those older than 55 years of age
A baby boomer is anyone born between 1946 and 1964
oBaby boomers are a key target for marketing
oSize of this group is large
oBaby boomers are known to be more frequent travelers
4. Demand-Led Trends
Changing Age Structure
find more resources at oneclass.com
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oBetween 1999–2050, the highest population growth rate will be those aged 65 and
above
Retirement age groups
oA projected growth of 137%: from 34.6 million in 1999 to 82 million in 2050
oRepresent a sizeable and increasingly attractive target for the hospitality and
travel industry
oOlder customers represent an attractive segment
5. Demand-Led Trends
Changing Household Structure
oPredictable family structure in the 1950s gave way to a greater diversity in
household composition
oBetween 1990–2000, non-family and single parent households increased at a
faster rate than married couples
oThe market for single travelers has become a very important segment
oMarried couples and older people living alone are also important groups
6. Demand-Led Trends
Changing Household Structure
oMany hospitality and travel marketers have found these markets to be very
profitable
oSpecial packages available for single travelers
Example: Club Med
7. Demand-Led Trends
Changing Household Roles and Responsibilities
oRevolution in the role of women
oLarge number of women now in the work force
oThe travel and hospitality industry has felt the full force of this trend
oTravel surveys taken in 1970 showed that female travelers accounted for 5% of all
business travel
oBy 1993, this figure increased to nearly 40%
oWomen business travelers are the fastest growing segment of the business travel
market
8. Demand-Led Trends
Changing Household Roles and Responsibilities
oMost travel and hospitality organizations have responded to this change
Modification in facilities and services to accommodate the female
business traveler
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
In module 12, you will learn about the market trends in tourism. After successfully completing this module, you should be able to do the following. Discuss the changing nature of tourism and travel. Recognize and explain the major factors influencing the future developments of tourism. More than an industry : the forgotten power of tourism as a social force. In the 1950s, the tourism and hospitality industry emphasized standardization or sameness. Today, the emphasis is the opposite: focus is on diversity. Changes in customers" behaviour dictated this move. Reactions from stakeholders in the tourism industry: demand-led trends. Changing age structure: the population in the developed world is aging, considered as being positive for the tourism industry, two demographic segments are attracting particular attention above average growth, demand-led trends. Changing age structure: baby boomers and those older than 55 years of age.
