Family travellers biggest segment, study finds
Family travellers are the biggest segment of the local tourism market. A domestic tourism study on Fiji’s local tourism demand found family travellers typically travel with children and extended family when taking holidays in Fiji. This is a first such study for Fiji.
This gives hotels and resorts a good opportunity to introduce good deals on extra rooms to appeal larger family groups.
“Families have a big food spend but many are looking for deals when it comes to their kids’ meal. While many hotels and resorts do have kid-friendly activities, they could better cater for families with younger children by providing complementary or paidfor nanny services. This is seen as more important than add-ons like Wi-Fi,” the study found.
The joint study by Fiji Hotel and Tourism Association and Australia’s Market Development facility found that man family travelers also take holidays with their grandparents and extended family.
Mature travelers
The study found that mature travelers are also an important sub-segment of the local tourism sector as 61 percent of over 50s travel with family.
“They also represent a higher yield segment, who are more likely to spend more on food and beverages, as well we paid for activities while on holiday.
“This segment is looking for mores rest and relaxation, as well we activities and dining options they can enjoy on their own, as a couple or with their family members.”
Family destinations
According to the study, top family destinations included Nadi/Denarau 54 per cent, Coral Coast 27 per cent, Suva/Pacific Harbour 10 per cent, Mamanuca & Yasaw Group four per cent and Suncoast two percent.
With borders lifted around Viti Levu, attracting local visitors is essential to sustaining for any hotel or resort operator.
Therefore, Fiji’s first domestic tourism study suggests hotels need to tailor their offer to what Fijian tourists are looking for.
As more locals prefer visiting regions outside of Viti Levu, the study found that they continue to stick to Denarau, Coral Coast & Suva.
“There’s a (likely accurate) sentiment that travelling elsewhere is more complicated and more expensive, so hotels need to develop packages which feel ‘easy’ and affordable to capture this untapped market.”
To continue attracting local travelers, hotel/ resort operators need to develop local deals to drive volume in the off-season, and develop local membership or rewards programs that encourage more regular local travel.