The changing market factors that have led to developments in specialist tourism.

There are many things that are changing the market factors leading to developments in specialist tourism. One thing that has changed is increased leisure time and longer paid breaks, this has provided people with more free time to do something they enjoy. Individuals can now travel for longer periods of time which allows them to travel based on their personal interests rather then going on a traditional beach holiday. Another thing is a growth in budget airlines, this has provided travellers with the more affordable option to travel and allowed them to explore more destinations for personal interests. For example it is more affordable for someone to travel for a music festival and international marathons. There has been a rise in car ownership, through car travel it is more flexible to get to remote locations. This can be helpful to travellers wanting to travel for specialist interests such as tours and extensive hiking. There has also been a growth in the use of the internet, this allows travellers to easily access information and bookings for specialist travel experiences. This has allowed tour operators to be able to market their products directly to a global audience. Lastly a important thing that has led to developments in specialist tourism is changes in education. Due to higher education levels, there has been an increase in curiosity about different cultures and the environment worldwide. This has led to interest in educational holidays such as conservation programs. 

Socio-economic - Socio-economic refers to the position that a family or an individual occupies including factors such as culture, material possessions, and disposable income. Travellers who choose specialist tourism generally have higher levels of disposable income, have a professional occupation, or are willing to travel alone or with an escorted group. Examples of types of people who are more likely to choose specialist tourism include:

• People with professional occupations - these individuals earn good salaries so are likely to have a higher disposable income, they are also likely to have family responsibilities  and have less leisure time so they would take shorted breaks. They tend to also take part in challenging and self-fulfilling pursuits. 
• Retired people – this type of traveller, mainly relating to ex-professionals, have good levels of disposable money and would choose to travel more for extensive and extended breaks, they may also be more adventurous as they have lived longer. 
• Rich housewives - these individuals don't work so have more free time to travel, they also have high levels of disposable income. This type of traveller will seek luxury and will demand quality as they like to impress.
• Young adults - although this type of traveller may have a lower income, they have less expenses as they don't have family responsibilities. These individuals are more educated and aware of the world, they are most likely to be influenced by current trends and they are more adventurous. 

Consumer Motivations - Customers are mainly motivated through current trends, their are many trends influencing specialist tourism, these include: 

• Developments in technology - such as the internet and transport.

• Demographic changes - such as the ageing population, marriage and children.

• Lifestyle changes - there have been changes in work such as more part time and flexible working, and people desiring to work to live not live to work.

• Growing reliance on social media - people are relying on social media and people on social media to influence their choices such as what they do and where they should go.

• Changes in consumer behaviour - travellers are wanting more adventurous trips and they want life changing experiences.

• Economic changes - lower or higher inflation, this relates to if people have more or less disposable income to spend on leisure.

• Environment issues - there is an increase of concern for environment and more people want to be more sustainability. 

Consumer needs and expectations - Developments of the internet and all the different types of specialist holidays that are available have made people more aware and craving new challenges, they are wanting more adventurous experiences rather than the traditional trips that use to be available. Increased awareness of sustainable and eco-friendly travel options have also led customers to change there views and have led to the needs and expectations of customers changing. Advancements in technology have also contributed to changing the needs and expectations of customers as the technology can give customers more personalised experiences. Customers needs and expectations include:

• Good quality products.
• Specialist product knowledge.
• Tailor-made holidays.
• Attentive & efficient service.
• Expert advice and assistance.
• Sustainable and eco-friendly travel options.