The English Tourist Board wants to shake off the staid and serious image of walking holidays by targeting families and young groups of friends.
It has identified several key markets for walking holidays – ‘young socialisers’, who are informal groups of friends aged between 16-34 looking for a short activity break; ‘young leisure adventurers’ who are typically couples aged 18-35 seeking a weekend away to unwind; and ‘family actives’ who are parents with young children who want to take a week’s holiday in the countryside.
ETBdevelopment executive Amanda Sillito said: “We’re not dismissing the serious walker but there is potential to target other markets. If we can understand what these groups require, the industry can work together to develop walking holidays that are appropriate and popular.
“We have looked into the branding that would attract these new groups and found that the current images of bobble hats, compasses and maps are alienating people who are otherwise keen walkers.
“We’re looking for the industry to present holidays in a fresh way, by selling the benefits such as the different pace of life and relaxation, the sense of achievement you feel on completing a walk and the magic in nature.”
One operator that has already got the message about the new target markets is HF Holidays, which sells a range of product suitable for the new ETBcategories.
The company takes an average of 55,000 bookings a year for walking holidays and other specialist-interest packages including yoga and painting holidays. Walking holidays are based round the company’s 20 country house hotels spread across the UK from the Isle of Wight to Scotland.
“Young socialisers usually want an unstructured experience, the freedom to do their own thing, rather than sign up for an escorted tour,” said media relations executive Christine Helps.
“We have a groups department which can arrange accommodation for them in prime walking country.”
Prices start at £70 for two nights full board in Whitby in the North Yorkshire Moors National Park. For groups of over 11 people, the company offers one free place and if group size reaches 30 or 40, it can benefit from sole use of a country house hotel.
This year the company is aiming to arrange travel for 300 groups.
HF is also tuned in to the ETB’s ‘family actives’ category, offering a range of facilities for children.
“We have picked out some extra-short walks especially for families with young children. The group is accompanied by a children’s activity leader who will help kids spot flowers and birds and make the walk more interesting,” said Helps.
“We have early meal times so as not to keep the kids waiting. Parents can also hire a papoose – a sturdy rucksack – for carrying children aged up to two years.”
Prices start at £355 for seven nights full board on the Isle of Wight, including picnic lunches. For children from four to 11 years, the company charges £106.50, while those under four years go free. The prices do not include transport.
n Agents and operators can order the ETB’s English Walking Holidays Tool Kit, a series of pamphlets on new target markets and their product requirements, as well marketing and branding from the ETB mail order line on 0181-563 3276. The kit costs £10.