Comment: Build on the steps trend to attract mature first-time walkers and cyclists
Tina James, managing director of Headwater holidays, says a growing awareness of the benefits of walking offers a great opportunity to tap into a discerning but lucrative market
The sales of activity trackers and the use of ‘steps’ in our daily vocabulary are testimony to the fact that health trends and awareness continue to grow in the UK. Think how often you’ve heard the question: “How many steps have you done today?”
The over-40s are no exception to this and many are looking to activity holidays to combine their leisure time with their newly-started exercise regimes. These novices to activity holidays are a great source for customer acquisition, but engaging this discerning market requires very specific handling throughout the enquiry and booking process and beyond.
We undertook research in May, tying in with National Walking Month, which revealed that 70% of over-40s consider walking to be more important than it was 10 years ago. Of these, just one fifth have taken a guided or self-guided holiday, but more than 50% would consider it as a future option.
This is a great opportunity for activity specialists as we work in an increasingly busy marketplace. In recent years this group has become key to our acquisition strategy.
For this astute, usually well-travelled group, it is the unknown of an activity holiday that can be the stumbling block. Younger people don’t mind asking questions but for the 40, 50, 60 (and above) year-olds, being well-informed is paramount and they can be uncomfortable if they don’t fully understand a concept. They also question the physical barriers – “Am I fit enough to do that?”; “Will it be too much for me?”; “What happens if I can’t make the distance?”
Being able to engage them at the pivotal point of their first activity holiday requires some key techniques:
Debunk the myth and cut the jargon
We are so in-tune with our product that we sometimes don’t stop to think how complicated or confusing it can be to a relative outsider or first-timer. Forget complicated itineraries and jargon, not only can it be intimidating, but this age group likes a positive and honest tone of voice. Highlight walks and cycles for first-timers and make them feel welcome and comfortable with your product, with transparency and clear ‘beginner-level’ gradings.
Show them what to expect before they book
For further engagement show prospective customers how things work at a very basic level – it might seem obvious but to them the information is invaluable.
We plan to put together a series of user e-guides. By providing an email address, prospective customers will have access to a range of downloadable guides that break down every aspect of a walking or cycling holiday into digestible chunks – from what to expect and what to pack to how to take the best photographs.
Build your credibility
Be able to prove that others endorse your product. This can be through client advocacy – quotes, reviews and advice from your loyal customer base or other expert opinion.
Using the results of our National Walking Month survey we were able to create exposure of Headwater in the national press and, via a series of interviews, on regional and national radio. This was a great platform to showcase what we do through expert opinion and, more importantly, talk directly to those considering walking holidays, in a friendly, informal way. These outreach techniques, in turn, helped to boost our credibility.
Knowledgeable sales team and agents
Regardless of age and experience, sales agents and travel agents should understand this particular type of customer’s needs; and not simply assume that they’re familiar with these holidays. Passion and knowledge of related products are key to growing your customer base by offering the right experiences to the right people.
Support every step of the way
Key to our success is being able to reassure those with concerns (either around the unknown of the holiday or physical concerns) that we offer support every step of the way. For us, in resort is no exception – we have Headwater employed representatives on-hand 24/7 in 15 of our regions.
Ultimately, there is an activity holiday for everyone of any ability and agents play a huge part in advising and steering our mutual customers to the right conclusion. Understanding the needs of the over-40 ‘newbies’ will help secure a booking and if done right, they can quickly become huge advocates and share, by word of mouth, their positive experiences of activity holidays.
Like all the members of Atas, we are always available to help you learn more about these opportunities with training and advice.
