Findings:
Despite 75% awareness, only 24% of Romanians plan to use the program.
Main barriers: lack of funds (52%), preference for other destinations (38%), lack of time (28%), and start of school (23%).
School start impacts 41%, especially young people (18-24), those aged 35-44, and families with children.
Young people without children and those with low incomes are most receptive.
Mamaia & Eforie Nord are popular with 35-44-year-olds (likely families).
Costinești & Vama Veche attract young people (18-34) with their lively atmosphere.
66% find offers meet expectations, 28% find them below, especially those without children and with low incomes.
Key takeaway:
The program faces challenges due to financial constraints, time limitations, and the start of the school year, impacting its attractiveness despite significant discounts.
Trend:
Decreasing interest in off-season seaside vacations, especially among families and those with higher incomes.
Consumer motivation:
Price sensitivity: Those with lower incomes are more likely to participate due to attractive prices
Desire for specific experiences: Younger people seek lively atmospheres (Costinești, Vama Veche), while families prefer comfort and facilities (Mamaia, Eforie Nord)
Driving trend:
Economic factors: Limited budgets hinder participation, especially for families
School calendar: The start of school significantly impacts families' ability to travel
Changing preferences: Competition from other destinations and evolving vacation preferences
Target audience:
Primarily Romanians, focusing on:
Young people without children
Individuals with low incomes
Families with children (to a lesser extent due to school constraints)
Product/service:
Off-season seaside vacations in Romanian resorts, offering discounts up to 70%
Age groups:
18-24: Most impacted by school start, prefer lively destinations
25-34: Also attracted to lively destinations
35-44: More likely to have families, impacted by school, prefer comfort-focused destinations
Conclusions:
The program needs to address financial barriers and the impact of the school calendar to attract more participants
Tailoring offers to specific demographics (e.g., family-friendly packages during school breaks) could increase appeal
Highlighting unique experiences and value propositions beyond discounts may be necessary
Implications for brands:
Re-evaluate pricing and promotional strategies for off-season travel
Develop targeted campaigns addressing specific demographics' needs and preferences
Focus on value proposition beyond discounts, emphasizing unique experiences and benefits
Implications for society:
The trend reflects economic challenges and the importance of family time for many Romanians
It highlights the need for more affordable and flexible vacation options, especially for families
Big trend implied:
Shifting consumer behaviors and expectations in the travel industry, driven by economic factors, changing demographics, and evolving preferences. Brands need to adapt to these changes to remain relevant and successful.
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