Hot Air Balloons in Turkey

About

Summary 

Acorn Tourism was commissioned by the CBI, the Netherlands Enterprise Agency, to research and write a report about the travel habits of one of the world’s most important consumer groups, the Millennials (or Gen Y).  Well known for being tech savvy and valuing travel experiences very highly, the Millennials are keen to visit places off-the-beaten track for unique and authentic life experiences.   Acorn’s research offered SMEs in developing countries a wide range of useful insights into this important market segment, providing practical advice and support.

Our Approach 

Acorn undertook comprehensive research into the market segment to uncover key insights into the Millennial market segment in Europe, highlighting the issues that are important to them when they travel.  These included:

  1. The need to establish safety standards to reassure European Millennials in the wake of the Covid-19 pandemic.
  2. The requirements that must be complied with which are either mandatory or desirable for the niche, including standards suitable for Adventure tourists who comprise a large proportion of Millennial groups.
  3. How to establish a pro-active online strategy that targets European Millennial travellers. 
  4. An analysis of sort of unique and authentic experiences that appeal to Millennials, and insight into destinations that do this well.

Outcome

Acorn’s research found that Millennials are increasingly concerned about sustainability and protection of the environment and SMEs in developing countries must take into account their desire to minimise impact on the destination, offering sustainable activities and policies that meet their needs.  Heavy users of social media, the implementation of an effective social media marketing campaign is essential to reach this important market segment.  

Directions

Projects Nearby

  1. A comprehensive study about the Multi-Gen market segment was required to support SME’s to…

  2. Switzerland Tourism used Harrods shop windows and in-store space for a marketing campaign…

  3. Risk assessment for Launch PR (with the lead client being an insurance company) to…

  1. Study for the design and development of an online database to store a wide range of…

  2. Specialist niche market report on International Rail Packages that profiles the leading…

  3. The City of London Corporation is the governing body of the Square Mile in London with…

  4. Assessment of the economic impact of the Sculpture in the City projects, including an…

  5. Assessment of the impact of the Culture Mile Pop-Up Art programme through observations…

  6. Annual survey undertaken since 2014 to execute a face-to-face questionnaire with visitors…

  7. Consumer research to assess the effectiveness of exhibitions within the City Information…

  8. An assessment was made of the value added, to the City, wider London and the UK, of…

  9. Study to determine the demand and additional expenditure that would be generated in…

  10. Study to investigate potential opportunities that Camden could pursue during the period…

  11. Study to provide up-to-date information on the importance of visitors to Camden, and to…

  12. The aim of this study was to provide up-to-date information on the importance of the…

  13. Study commissioned by the London Borough of Camden to use existing local and regional…

Previous Next

Generation Y Tourism - A Business Guide for SMEs

Client:

CBI, the Netherlands Enterprise Centre,

Location:

Worldwide
CBI, the Netherlands Enterprise Centre

This project contributes to the following United Nations Sustainable Development Goals:

  • Acorn AwardsSDG 1 - End poverty in all its forms everywhere SDG 1 - End poverty in all its forms everywhere 2020
  • Acorn AwardsSDG 8 - Promote sustained, inclusive and sustainable economic growth, employment and work SDG 8 - Promote sustained, inclusive and sustainable economic growth, employment and work 2020
  • Acorn AwardsSDG10 - Reduce inequality within and among countries SDG10 - Reduce inequality within and among countries 2020
  • Acorn AwardsSDG11 - Make cities and human settlements inclusive, safe, resilient and sustainable SDG11 - Make cities and human settlements inclusive, safe, resilient and sustainable 2020

Contact us

3 Woodland Enterprise Centre, Hastings Road,
Flimwell, East Sussex, TN5 7PR, UK

+44 (0) 1580 879970

contact@acorntourism.co.uk