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Older, single female holidaymakers in the United Kingdom — Who needs them?

Manchester Metropolitan University, Department of Hospitality and Tourism Management, GJStone{at}mmu.ac.uk

Sandra Nichol

Manchester Metropolitan University, Department of Hospitality and Tourism Management

The research analyses the growth in single households in the UK over the last 20 years. Within this market segment, the holiday needs and motivations of a particular group — single, middle-aged women, are evaluated. The methodology utilises the experiences of a mystery shopper, interviews with holiday providers and a focus group representing experienced middle-aged female holidaymakers. The conclusions suggest that this market segment is increasing and that the individuals within it perceived that the products and services currently offered by the tourist industry are insensitive to their specific requirements. Recommendations are offered as to how the tourist industry could better subserve these particular customers in the future.

Key Words: market segments • motivation • singles • middle-aged women • holidays

Journal of Vacation Marketing, Vol. 5, No. 1, 7-17 (1999)
DOI: 10.1177/135676679900500102


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