A marketing spotlight on the youth ‘four S's’ consumer

Abstract

This article considers the nature of the demand-supply relationship between the large-scale or mass market inclusive tour operators geared to the youth market and the UK youth target market for holidays abroad: the ‘four S's’ consumer. It is argued that this youth segment is significantly different from the youth market for independent travel and specialist niche products, on which previous research has largely been focused. The reasons for the success of the mass tour operator in the youth market are considered against the general characteristics of young people. Evidence for the consumer profile is drawn from data analysis of the once leading youth mass tour operator, and three youth subsegments are shown to emerge from the dominant profile. Threats to the youth operators are identified and possible moves towards product diversification are briefly discussed.