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'Bring in the Baby-Boomers' - PwC report

'Bring in the Baby-Boomers' - PwC report

Wednesday 03 April 2019

'Bring in the Baby-Boomers' - PwC report

Wednesday 03 April 2019


Young, wealthy, Baby-Boomers should be Guernsey's target audience for getting more tourists to the island.

This is according to a PwC report into Guernsey's Tourism Product and Customer Experience which was commissioned by Economic Development.

The review was completed in December 2017, but following a freedom of information request, the committee decided to release it to the public this week, albeit with some parts redacted. 

It assesses the current product that Guernsey is offering, describing it as "stale", not having a "unique selling point to help differentiate its brand positioning", nor a "marketing budget nor investment". 

The recommendations the report outlined covered a number of areas. Firstly, it said the 50+ baby boomer segment should be the core focus for VisitGuernsey, because of the attractions on offer. Then it said physical improvements were critical to making that potential visitor experience much more fulfilling. Accommodation also needed new investment, with some policy liberation to renew the sector, it said.

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The report goes on to list a number of ideas for priorities in developing Guernsey's product. It said: "Creating a high quality experience that attracts the 50+ baby boomer segment should be the strategic focus while improving the proposition for the more elderly customer segments. The Island lacks a truly compelling tourist anchor attractor but we advise that the visually distinctive St Peter Port itself and harbour estate should be the centrepiece around which the proposition can be strengthened and the Island can be marketed." 

tourism ideas pwc

If Economic Development were to follow the recommended next steps PwC suggested, Castle Cornet would have been at the top of the priority list. It made comparisons to other heritage castles in the UK, suggesting the island could bring the revenue of the Castle more toward the likes of Windsor castle.

The harbour, military sites, and generally improving the visitor experience with signage and transportation options would also be in those first steps.

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To read the full report yourself, click here.

More to come... 

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