think family

Families are a significant market for domestic tourism and are likely to remain so.  Evidence shows that family spending is set to increase.  Despite the growth in popularity of overseas holidays, 59% of families still take a domestic break.  And compared to UK holidays as a whole, family trips are likely to be longer – four or more nights (Mintel Family Holidays UK Report June 2004).  Families are also an important contributor to secondary spend such as food and drink.

However, the traditional family market has changed.  And whilst many tourism businesses position themselves as ‘family friendly’ the reality for visitors is that this claim often fails to live up to expectation.

To enable businesses to gain a better understanding of the changing needs of today’s family market east midlands tourism has launched the think family Q-Book.  A unique source of advice for businesses working in the tourism industry, it contains useful tips and ideas for ensuring the needs of families are met, from the moment they first start planning their trip through to when they return home.  It has been developed with the help of over 35 tourism businesses, from well-known family brands to small attractions and B&Bs, and by talking to families both in and outside the region.

Over the next year EMT will be working with a number of businesses to see how some of the recommendations in the Q-book are implemented and the reaction of visiting families to these changes.

For more information email qbook@emd.org.uk

View the full version of the think family Q-book (7.8mb)

To download the new version of the ‘Top Tips’ booklet click here

To download individual sections of the Q-book, click on the links below.

• Foreword (671kb)
• Introduction (571kb)
• Stimulation, planning and anticipation (966kb)
• Ease of booking (1.7kb)
• Travel to the destination (595kb)
• The destination experience (991kb)
• Going home (452kb)
• Recollection of the experience (381kb)
• Case studies (1mb)
• Families and your destination (482kb)
• Your staff and the work-life balance (63kb)
• Glossary and sources of advice (101kb)