About

Summary 

Acorn Tourism was commissioned by the CBI, the Netherlands Enterprise Agency, to research a key emerging tourism segment, Multi-Generational Tourism, characterised by larger groups of people of varying ages.  Catering for larger groups of tourists with different needs presents challenges for tour operators in developing countries and the report offered practical support to develop initiatives to develop suitable travel products for the Multi-Gen market segment.

Our Approach 

Acorn undertook robust research into the market segment to uncover key insights into the Multi-Gen market segment in Europe which included:

1. The requirements that must be complied with which are either mandatory or desirable for the niche, including the provision of suitable standards of accommodation which should meet the needs of different age groups. 
2. What type of activities appeal to the different groups of people on a Multi-Gen trip and how to package a range of different experiences to appeal to a wide range of age groups.
3. Analysis of the breakdown of the Multi-Gen traveller, the sales channels they use and the most popular destinations in developing countries.

Outcome

One of the most diverse groups of travellers in terms of age and interests, this guide offered SMEs in developing countries a range of practical advice to develop travel products that would attract the Multi-Gen market in Europe.