Monday, 14 December 2020 22:04

Tourism firms urged to remember youth market

Tourism firms urged to remember youth market

Scottish tourism companies are being urged to recognise the importance of the youth market, following the publication of a new trends paper by VisitScotland.

Trends for 2016 is highlighting the #Travennial generation to firms, with the national tourism organisation saying that recognising the importance of youth is one of seven key consumer developments businesses should consider next year.

Aside from over-65s, 16 to 24-year-olds stay longer in Scotland during January through to March than any other demographic, and businesses are being urged to think about appealing to younger visitors during the off-season.

The paper also invites businesses to help the Baby Boomer generation – those born between 1946 and 1964 – to rediscover their “youthful exuberance” by offering pursuits normally associated with younger visitors.

Other trends for the year include capitalising on unique, local products; geotagging photographs on social media; and using micro products like breweries, hotels and pop-up shops to make personal connections with consumers.

Businesses are also being encouraged to be smart around personalised marketing, and making visitors aware of opportunities for escapism without having to travel far away.

Chris Greenwood, senior tourism insight manager at VisitScotland, said: “The tourism and hospitality sectors are increasingly sensitive to consumer trends and economic conditions, so having an informed outlook is vital.

“By analysing and identifying trends, we are able to offer valuable advice to Scotland’s tourism industry, ensuring they are in the best possible position to welcome visitors from all over the world.”


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