ENTER 2015 Industry Track Slide Number 1
Senior Travel Behaviour – an interna@onal qualita@ve
research approach Prof. Dr. Claudia Brözel Thomas Pribbenow M.A.
Eberswalde University for Sustainable Development,
Germany [email protected] h@p://www.hnee.de
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1. Star@ng point 2. Methodological Setup 3. Main insights 4. TOWS Analysis
Outline
Figure 1: Picutre by SDA traveller
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1. Star@ng point Rail
tourism Demografic
change Seniors Lower season
128 million people aged
between 55 and 80
seniors nowadays represent
around 25% of the total
populaOon in EU (Eurostat, 2012)
128 million people aged
between 55 and 80
(Eurostat, 2012)
more leisure Ome than past
generaOons with be@er health and income
Interrail travelling is
mainly perceived as a product
for young people
senior segment fluctuates much less-‐ indicaOng less seasonal variance
20% of all tourism
spending (EU) (Eurostat, 2012)
train not the preferred mode
rail travel is a highly seasonal
product
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Chances and opportuni@es
1) EU topic „FaciitaOng transnaOonal low season toursim exchanges in Europe encouraging Senior CiOzens to travel“
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Project structure
Senior Rail Travel Project
Single out the segment with the highest tourisOc
potenOal!
What are needs and obstacles while travelling?
What are relevant value
added services?
How to address seniors?
Literature analysis
Focus groups
Service Design Approach
Providing an overall picture of senior travel behaviour -‐especially
for rail travel!
Baseline study Report
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Research Approach Qualita@ve Research Approach:
• There are a lot of studies about seniors and senior tourism in general but: → Different definiOons and data sets. Seniors are not a homogeneous group! • To create new products, we need to know more about moOves, needs,
wishes, disposiOons and contextes of travel! • The main ques@on to understand the target group is: How seniors are
behaving in different contextes while travelling?
Focus Groups • Generate deep insights by interacOon of the target group to establish travel
pa@erns in order to develop products for seniors travelling by rail.
Service Design Approach • A creaOve, viable and user centred design process to create value for
customers (different technologies).
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3. Main insights
The follwing slides present the main insights about the focus groups and the Service Design Approach (SDA).
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Focus groups: main insights
1) Not on the spot
Figure 3: Google search for „Bahnreise Senioren“ on 20 Dec. 2014
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Focus groups: main insights
2) False image
Figure 4: Picture by SDA traveller
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Focus groups: main insights
3) Missing modular system
Figure 5: Picture by SDA traveller
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SDA: main insights
1) Communica@on, informa@on and booking not available on different channels (media-‐break)
Figure 6: Picture by SDA traveller
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SDA: main insights
2) No system for real-‐@me informa@ons
Figure 7: Picture by SDA traveller
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SDA: main insights
3) Validity (inflexible, @me!)
Figure 8: Picture by SDA traveller
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Different forces
2) According to Porters „Strategic managment analysis“ (1980)
Compe@tors
desOnaOon
hotel
airline =
offers all
New entrants
rom2rio
goeuro
captainetrain
Customer
concentrate on seniors (one Ocket
with different opOons)
travelogues
poster
adverOsing
Product and services
common data infrastructure compaObility
(IATA)
SEO
MulOchannel campaigne
Keep in mind the five forces:
Supplier
markeOng structure and power across
Europe
exisOng infrastructure
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4. TOWS Analysis
Figure 9: Own illustraOon (Dyson, 2004/ Pepels, 2009)
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Further project steps
research product tesOng phase development phase
go to market
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Thanks for your agen@on!
Prof. Dr. Claudia Brözel Professorship for markeOng, management and e-‐commerce in tourism at Eberswalde University for Sustainable Development [email protected]
Thomas Pribbenow (M.A.) Research assistent at Eberswalde University for Sustainable Development [email protected]
Ques@ons?
Senior Travel Behaviour – an internaOonal qualitaOve research approach