UK: Research from SACO The Serviced Apartment Company has shown that “urban adventurers” are the predominant form of leisure traveller using its serviced apartments.
SACO created an online tool to discover the different varieties of city breaktravellers using the apartments – the groups were called “get togetherers”, “night owls”, “shoppers and café hoppers” and “urban adventurers”. Once identified, SACO can recommend the best location and apartments to suit their travel needs.
From a survey sample of 500 of their customers, SACO recorded 65 per cent as urban adventurers – which can be categorised as “modern travellers who prefer to be in the heart of the city, amidst the hustle and bustle. They make the most of every opportunity, moving fast with the pace of the modern world”.
The night owl was the next most popular category with 15 per cent classified as these night time travellers, seeking the city’s best bars and clubs. The get togetherer and shopper and café hopper were the next two profiles given to travellers who take a different approach to a weekend away. These travellers are categorised as “prioritising retail therapy and group activities when booking a city break”.
When asked what is the first thing they Google when planning a city break, 75 per cent of travellers chose local attractions and local places of interest over bars and shopping destinations.
Jo Redman, marketing director at SACO, said: “We know that by 2020, millennials will represent over half the UK workforce; proof that an insight into the travelling habits of these trendsetters is essential for the growth of the industry. This tool has been a fun and effective way for us to communicate with our customers and help them identify where best to experience SACO’s accommodation.”
Having recently released new online research into the trends of tomorrow’s traveller, the serviced apartment provider has offered insights into the needs of millennials travellers. Luxuries such as food and comfort are no longer able to sway travellers, but almost two thirds would prefer a high-speed internet connection.
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