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By Robert
Christie Mill
“In the post-1945
world, the tourist market became segmented; in the American West, nearly
every resort and most national parks had options to suit almost every
budget, especially in the places where an off-season remained.”
- Hal K.
Rothman Devil’s Bargains
Motivation
Early attempts to define
the U.S. travel market used the stated motivation as the basis for the
segmentation. One national probability sample divided the U.S. market
into six segments using benefits/motivations.
The segments are:
• Friends and Relatives
– Non-active Visitor. Representing 29 percent of the market, these
travelers look for familiar surroundings where they visit friends and
relatives. They tend not to participate in any activity.
• Friends and Relatives
– Active City Visitor. An additional 12 percent of the population
also seeks out the familiar where they visit friends and relatives.
However, this group is more inclined to do such things as sightsee,
shop, and engage in cultural activities.
• Family Sightseers.
Six percent of the market looks for new vacation places that would entertain
and enrich their children.
• Outdoor vacationers.
The nineteen percent who fall into this category want clear air, rest
and quiet, and beautiful scenery. Recreation facilities are important
for the numerous campers who are part of this segment. Children are
also important.
• Resort Vacationers.
A similar percent – nineteen – fall into this category. They
are primarily interested in water sports and good weather. Popular places
with a big city atmosphere are preferred.
• Foreign vacationers.
Over a quarter – 26 percent – consist of people who seek destinations
they have never been to before. A foreign atmosphere offering an exciting
and enriching atmosphere with beautiful scenery is important. Good accommodations
and service are more important than the cost.
Behavior
More recently it has been
suggested that segmentation on the basis of actual behavior is a better
reflection of the market. It has been found that what people say they
want is not necessarily what they actually do. A recent study, representative
of the U.S. population identifies three major market segments.
1. Get Away/Family Travelers
represents almost 38 percent of the total and is similar to the Friends
and Relatives – Non-active, Family Sightseers, and Outdoor Vacationers
noted above. They tend to visit places that are:
• A good place for children
• Where friends and family live
• Scenic
• Places they can rest and relax
• Full of friendly residents
• Within driving distance
• Places where they can learn new things
• Safe
• Good mountain areas
• Congestion-free
On the other hand it is unimportant
to them that the vacation destination is popular, that inclusive packages
are available, or that a number of differently-priced accommodations
is available.
2. Adventurous/Educational
Travelers make up 31 percent of the market. This segment is similar
to the Foreign Vacationers noted above. They tend to engage in cultural
activities such as visiting museums, galleries, opera and theater. More
than two thirds visit places that:
• Someone else they
knew had been to
• Offers a number of things to see and do
• Is a famous city/place
• Has elegant dining
• Offers a full range of hotel accommodation.
They are less concerned with rest and relaxation, friendly locals, crime,
congestion, clean air, and cost.
3. Gamblers/fun travelers
represent just under 30 percent of the market and are linked to the
Resort Vacationers in the previously mentioned study. They want a highly
popular place where they can gamble, participate in recreation or sport,
enjoy a good night life and fine dining. They are also concerned about
price, the availability of good beaches, sunbathing, and good weather.
On the other hand, they are less concerned about cultural activities,
being close to friends and relatives (while on vacation), and the presence
of amusement parks.
TravelScope, a national survey,
estimates that nine percent of travelers gambled. In 1994 American households
made 125 million visits to casinos, spending $16.5 billion.
Trends
in the Luxury Market
Recent research on the affluent
market indicates various trends in upscale travel that have implications
for resorts. The LuxeReport is a compilation of more than 3,500 survey
responses from travel consultants serving affluent clients who spend
an average of $6,000 per person, per trip.
Among this market in general,
and among clients age 34 to 52, the following trends are on the rise:
• Adventure travel –
35% all; 22% age 34-52
• Traveling with children – 24% all; 11% age 34-52
• Educational travel – 10% all
• More frequent, shorter trips – 9% all; 7% age 34-52
• Spa vacations – 7% all
• Cruises (especially top luxury and expedition) – 31% all
• Biking and walking trips abroad – 7% all
SOURCES
1. Shirley Young,
Leland Ott, and Barbara Feigin, “Some Practical Considerations
in Market Segmentation,” Journal of Marketing Research, 15, 1978,
pp. 405-42.
2. Stowe Shoemaker, “Segmenting the U.S. Travel Market According
to Benefits Realized,” Journal of Travel Research, Vol. XXXII,
No. 3, Winter 1994, pp. 8-21.
3. “What’s Hot – and What’s Not – in the Luxury
Market,” Travel Weekly, April 29, 1999, p. 56.
This article is adapted from Resorts: Management and Operation
(New York, N.Y., John Wiley & Sons, Inc., 2001 by Robert Christie
Mill)
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