WATCH OUT THERE ARE GRUPPIES ABOUT! January 2007

We have all heard of Yuppies, but is the 'Gruppie' the new phenomena that is set to dominate the 'noughties', like the Yuppie did in the 80's?

Early initial research on behalf of the Hotel Marketing Association (HMA) by hospitality industry experts BDRC (Business Development Research Consultants) has revealed some interesting themes about this potentially new market.

"The Gruppie, or Grup* (GRownUP) is an adult who has refused to grow-up, "said Pamela Carvell, chairman of the HMA.

"They are redefining adulthood by refusing to accept the rules that they are getting older. They are closing the generation gap by wearing on trend, cool clothes, listening to the latest bands on their I-pods, owning the newest gadgets and indulging in traditionally youthful sports like skate boarding and roller blading. The big difference is that they also have the disposable income to make these lifestyle choices," she said.

"A Grup or Gruppie can be any age between 30 and 60. Take a look around you and you will almost certainly recognise someone that you know with these characteristics. But hotel marketers should take note because this group may well become increasingly influential in the future when it comes to making travel choices like picking hotels," she added.

BDRC was approached by the HMA, as the first step in the process of shedding light on whether the Grup actually exists and their resulting attitudes towards hotels and associated brands in the UK.

They held a focus group with participants interviewed required to have spent at least one five night or longer stay, or two shorter stays of not more than four nights, in the UK during the past 12 months. Candidates were further selected on the type of gadgets that they owned and their general Gruppie attitudes.

Some themes that surfaced in the focus group included: When a Gruppie is choosing a leisure break, they may prefer not to stay in a chain hotel, they want an 'experience' They are likely to scour weekend newspaper travel columns for ideas and may keep articles for some time before they act on them They like recommendations and may research tourist board websites for ideas about destinations They are likely to research prices and packages on late availability websites but will then ring the hotel direct to negotiate the best deal They like loyalty schemes for the recognition and rewards that they provide They seem to love luxury, glamour and those little extras and treats that only special service can offer When they stay at a hotel they like 'comfort food', preferably using local, organic produce A hotel stay should be a better experience than being at home, with superior standards of service which is not overpowering "One of the key things that was suggested in the research is that values are changing across generations. Whereas before adults growing older could look forward to a life of security and predictability, they are now striving for more autonomy and freedom. They do not necessarily want that high flying job anymore, they want a rest from being responsible." said Pamela Carvell.

"There is also recognition that the knowledge base is shifting to the young generation. If you want to know how something works you ask the nearest ten-year-old!" she added

If you would like to investigate grups further or have any other research needs please contact: BDRC Hotels & Hospitality team on 020 7400 1000.

Copies of the findings are available for £40 plus VAT ( £47 inc P&P) for HMA members and £60 plus VAT (£70.50 inc P&P) for non-members of the HMA. Please contact alyryan@aol.com

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