Ocean Village to target ‘mates escapes’
Ocean Village is launching a campaign to target groups of friends after research identified a newly emerging market.
The ‘Friendship report,’ commissioned by the cruise company, found 60% of Brits now supplement, and at times even replace, typical couple or family holidays with getaways with friends.
It found 25% of people in the UK see their very closest friends less than once a month and to compensate for lost time, a vast proportion of holidaymakers are embarking on ‘mates escapes.’
The report revealed that 54% of couples recognise the importance of regular holidays in maintaining strong friendships, and argue that their holidays away from their family/ partners are the only time of year that they get to spend quality time with their friends.
It also found 40% of married Brits take same sex holidays away from their partners, one in five Brits enjoy going away on holidays with their single friends, and 20% of UK couples do ‘double couple’ vacations.
Ocean Village urged agents to tailor their sales techniques for this growing market.
Managing director Peter Shanks said: “Cruises have traditionally been sold as holidays for couples and families but agents should increasingly think laterally about selling to groups of friends.
“Today’s cruise companies have a wealth of on-shore and on-ship activities and entertainment which have much wider appeal than just to the family sector.
“For example, the spa facilities and evening entertainment on board most ships would certainly appeal to a group of girlfriends. By the same token, being able to play golf on three or four different courses in a week, and in different countries, would appeal to groups of blokes.”
Ocean Village’s newest addition, Ocean Village Two, launches on April 24 and boasts a 14,000 square foot spa and fitness complex, with a state of the art ocean-view gym, a luxurious sauna and a calming meditation room.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Airlines suspend Madagascar services following unrest and army revolt
Airbnb eyes a loyalty program but details remain under wraps
Qatar Airways offers flexible payment options for European travellers
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Major rail disruptions around and in Berlin until early 2026