‘Escapism Remains Primary Motivating Factor Behind Leisure Travel’
Jan 07 2010
‘Escapism Remains Primary Motivating Factor Behind Leisure Travel’
Front – the Sheffield based advertising agency whose clients include; VisitBritain and the Royal Horticultural Society – is today (Tuesday 26th January, 2010) launching the first in its brand new series of annual tourism marketing reports. Front has commissioned the prestigious Christel DeHaan Tourism and Travel Research Institute at the University of Nottingham to compile the report, entitled ‘Tourism Marketing: What is Driving Consumer Decisions During & After Recession’, which looks at various consumer insights, trends and patterns that directly affect the travel sector and makes predictions on what is in store for the industry as a whole in 2010.
Dr Scott McCabe, principle author of the report and lecturer in Tourism Management & Marketing at the Christel DeHaan Tourism and Travel Research Institute, has analysed the most relevant data and information from a variety of respected international sources over the past three years – all of which has now been collated into the 21 page report.
The comprehensive analysis focuses on the complete ‘customer journey’ by looking at all aspects of the consumer decision making process from general confidence and economic conditions to green issues and the influence of specific marketing channels - including both traditional and new media platforms.
The aim of the report is to provide a thorough, yet accessible, overview of what is and will be driving consumer behaviour over the next six to twelve months. This targeted emphasis allows industry experts to gain a clearer insight into how they can better inform and devise their communication strategies and campaigns so they perform in the most effective way.
Some of the key insights from the report conclude that:
- Consumers will continue to prioritise holidays in disposable household income as the UK moves out of recession
- Messages which focus on ‘escapism’ are more likely to evoke the greatest response from consumer
- Consumers are turned off by constant reminders of the economic situation and what it means in terms of their own spending. Communications therefore needs to remain recession sensitive but recession free
Joe Chetcuti, director of Front, commented; ‘This report is really a result of the direct conversations that we have been having with our clients. There is no doubting that the travel industry has been hit hard by the current financial troubles so it is now even more important for the sector to understand and respond to what is actually happening on the ground with their customer base. We are sure the report will help to do just that!’
Dr Scott McCabe, author, said; ‘People are still travelling and visiting destination attractions – whether that be in the UK or abroad – so there are real opportunities to increase both awareness and traffic as long as you know what the drivers are and how best to respond to them.’
A complimentary copy of ‘Tourism Marketing: What is Driving Consumer Decisions During & After Recession’ can be sourced at www.frontideas.com
