Skip to Content Skip to Navigation

Entering the European market for sun and beach travel products

Takes about 26 minutes to read

Sun and beach tourism has a large market in Europe, particularly from Germany and the UK. However, it is a selective market, and the sustainability of coastal resorts is very important. Besides European tour operators, Fully Independent Travelers (FITs) are the main market for sun and beach travel products in developing countries, and it is a competitive market. There is a wide range of accommodations and activities on the market, such as immersive experiences and community-based tourism. There are plenty of opportunities for sustainable, responsible business to introduce their product to the market.


1 . What requirements must sun and beach travel products comply with to be allowed on the European market?

European tour operators selling sun and beach products on the market are bound by strict regulations to ensure the safety of their travellers and to protect them financially. You should understand what these regulations are.

What are the mandatory requirements that buyers have?

The requirements that European tour operators have for sun and beach tourism travel products in developing countries cover the following:

  • The European Package Travel Directive
  • General Data Protection Regulation (GDPR)
  • Liability Insurance and Insolvency Protection

As a first step, you should read the CBI’s What requirements must tourism services comply with to be allowed on the European market and familiarise yourself with the comprehensive details of legal, non-legal and common requirements.

What are the additional requirements that buyers have?

Establishing Standards

It is of great importance for European tour operators that the local operators they do business with are well managed, professional and reliable. The products they sell must be of high quality and suitable for their customers. They will conduct regular assessments of the standards for accommodations, food and beverage outlets and any activities provided.

ISO is an independent, non-governmental, international organisation with a membership of 164 national standards bodies. ISO standards are voluntary, consensus-based, market-relevant International Standards to ensure that products and services are safe, reliable and of good quality. They help companies to access new markets and facilitate trade by improving standards and offering continuity between organisations.

There are a number of standards that you could consider for a coastal or lakeside tourism business including:

  • ISO13009:2015 establishes general requirements and recommendations for beach operators that offer tourist and visitor services.
  • ISO21401:2018 specifies environmental, social and economic requirements to implement a sustainability management system in accommodation establishments in the tourism sector.
  • ISO20410:2017 sets out the minimum service level and equipment requirements for bareboat charters offered for inland, coastal and/or offshore waters.
  • ISO17679:2016 establishes the service requirements of a wellness spa, the main supporting processes and the quality of service to be provided to the client.

Tip:

  • Purchase the standards that would be most suitable for your business, so that potential customers have the confidence to book with you.

What are the requirements for niche markets?

Sustainability in coastal destinations

To attract the European market, sustainability should be at the heart of your tourism business. Waste mountains and millions of tonnes of single-use plastics polluting the world’s oceans and causing serious damage to marine life are widely reported in Europe. Images of formerly pristine beaches in remote destinations that are overwhelmed by tides of rubbish have become commonplace, as are pictures of marine life tangled in fishing netting or mistaking a piece of plastic for food. Reef bleaching is another serious issue, a consequence of climate change and the increased use of sunscreens widely used by tourists.

As a result, European travellers are concerned about sustainability and are increasingly likely to choose destinations that actively promote their sustainable and responsible credentials.

Sustainable initiatives that you should consider include:

  • Adopt sustainable building practices and use local, rapidly renewable and/or recycled materials wherever possible.
  • Adopt sustainable energy sources, such as solar and wind power. Rely on natural light and ventilation where you can.
  • Use eco-friendly products throughout your operations, such as non-toxic cleaning and laundry products.
  • Implement suitable waste separation disposal practices. You may be able to generate income from recycling and/or making handmade gifts from discarded plastics or other products.
  • Source food and other consumables locally, wherever possible. This could include growing your own fruit and vegetables and buying produce from local sources.
  • Employ local communities/people wherever possible. Encouraging your visitors to engage in community-based tourism, such as visiting markets and festivals, visiting local villages or taking part in cooking classes, is a sustainable form of tourism and benefits the economy of local communities.
  • Provide low-carbon and low-impact activities such as tree climbing or ziplining.
  • Make sure you tell your visitors how to dispose of their rubbish. Provide adequate waste bins that allow for separation. If your location doesn’t have a suitable waste management system, provide visitors with a bag to collect their rubbish and take it away with them.
  • Implement regular beach clean ups.
  • Ensure that any partners you work with adhere to your responsible tourism code.
  • Consider setting up a responsible visitor code and promote it on your website to encourage visitors to look after your environment and engage with local communities. See this example from Turtle Bay Resort in Kenya, which offers its visitors tips on How to be a responsible tourist.
  • If your business is located near a coral reef, encourage your visitors to use sunscreens that are free from chemicals that harm the reef. Make sure you sell them too, and add a link on your website to a company that sells them, so your guest can buy suitable products before they travel.
  • Consult Green Fins, an initiative managed by the Reef-World Foundation, which encourages diving and snorkelling centres, local communities and governments to work together to reduce their environmental impact. It has a range of useful resources on its website, like the posters below, that you could consult and/or download.

Chart 1: Green Fins’ posters to help tourists change their habits
sun_beach_chart_1_-_sunscreen.png  sun_beach_chart_1_-_part_2_-_waste.png

Source: The Reef-World Foundation/Green Fins

Tips:

  • Consider becoming a certified sustainable tourism provider. Read CBI’s Entering the European market for nature and ecotourism for comprehensive details about the accreditation schemes for sustainable tourism to assess which scheme would be most suitable for your business.
  • Read what Sustainable Travel International is doing to support communities and organisations in developing sustainable tourism practices in areas including oceans and reefs, and waste and water.
  • Establish an eco-policy. This example from the Turtle Bay Resort in Kenya will give you some ideas.

Accommodation provision

There are a wide range of accommodation types for tourists in the sun and beach sector, and they vary in terms of service provision, ranging from basic (hostels), resorts (purpose built) to luxury (boutique). Beach bungalows are common and popular choices among the European traveller market, who seek unique experiences in developing countries. Sustainability is important, and adopting sustainable initiatives for the construction of buildings is outlined in the section above, Sustainability in coastal destinations.

The quality of accommodations is important to the European traveller:

  • Tourists on a budget do not expect luxury fittings or amenities. Accommodation can be simple, but a good standard of cleanliness is vital.
  • It is important to be clear about what you will provide, such as bed linen, and what you won’t, such as towels. You may decide to provide towels for a fee.
  • For those on high-end holidays, the standards for accommodations and facilities need to be higher, with a better standard of luxury bathrooms and fittings, and purpose-built accommodation.

Tips:

  • Add value to an accommodation by providing extras, such as hammocks under covered porches or hung between suitable trees, and equipment for the beach such as sea-grass mats, sun umbrellas and loungers.
  • Make sure you supply mosquito nets if they are a problem in your destination, regardless of whether malaria is an issue.

Providing activities in a coastal tourism business

Destinations in a coastal setting, either sea/ocean, river or lakeside, offer local tour operators many opportunities. The setting of the destination, for instance a lagoon or wild surf, along with the type of beach, will have an impact on what type of business would work well. Environmental factors such as weather conditions are also important considerations. Additional intangible features such as a forest, cliff or tropical backdrop, or an offshore coral reef with dive sites have the potential to add value to a destination in the eyes of the potential visitor.

The FIT market is likely to seek out immersive experiences while staying at a beach resort, such as community-based tourism (CBT) activities. Examples of CBT activities include visiting villages, taking part in festivals, visiting local markets and other food/drink producers such as coffee/tea/wine plantations, and so on. Providing access to a range of local activities will enhance the experience for your FITs as well as provide sustainable economic benefits for the local communities involved.

The chart below gives some indication of the variables, including CBT, that are commonly associated with coastal tourism activities.

Table 1: Common Coastal Tourism Activities

Activities

Main Features of Location

Tangible Requirements

Swimming, snorkelling

Clean beaches, clear seas

Lifeguards, sunbeds/umbrellas, beach sports (volleyball, beach tennis, yoga/tai chi), beach bar/restaurant, shop, rental of snorkels and fins

Stand up paddle boarding, canoeing, kayaking, surfing

Suitable sea conditions

Lifeguards, adequate rental equipment, guides as required

Jet ski, banana/donut boats, water skiing, parasailing, other motorised water activities

Suitable sea conditions

Rental equipment that is regularly maintained, trained staff, appropriate liability insurance, marking out safe areas in sea/lake

Diving

Suitable dive sites/wrecks, availability of marine life, coral reefs

Qualified diving instructors and guides, PADI affiliation, equipment that is regularly maintained (oxygen cylinders, SCUBA jackets, weight belts, masks etc), boats, appropriate liability insurance

Windsurfing, Kitesurfing

Suitable wind conditions and suitable beaches for learning to kitesurf

Qualified instructors, suitable equipment, liability insurance

Boat trips

Places to sail, such as outer islands, less-visited beaches, cultural destinations

Qualified skippers, boats that are regularly maintained, robust safety regulations, glass-bottomed boats, appropriate liability insurance, guides as necessary

Hiking/trekking

Local marked trails in beautiful and culturally interesting locations

Trail maps

Cycle tours

Local marked trails in beautiful and interesting locations

Bicycles for hire (regularly maintained), trail maps

Community-based tourism

Daily life in local villages, markets, festivals, cooking classes, vineyards/distilleries

Suitable guides, vehicles

Wildlife/marine life watching

Resident wildlife/marine life of interest to target market

Trained guides, vehicles/boats

Conservation activities

Availability of suitable species, e.g. turtles or other, habitat protection activities, rubbish/plastic/beach clearing activities

Trained conservationists and staff

Wellness activities

Allocated area/building for wellness

Trained wellness practitioners, spas, range of wellness activities

Fishing

Suitable saltwater/freshwater species

Experienced fishing guides, suitable boats that are regularly maintained, robust safety regulations, fishing equipment

Horse riding

Local stables, suitable beach (sandy)

Experienced riders, liability insurance

Source: Acorn Tourism Consulting

Tips:

2 . Through what channels can you get sun and beach travel products on the European market?

How is the end-market segmented?

Sun and beach tourism attracts a large market from Europe across many consumer segments. The market for sun and beach tourism has been shown to be strongest in Germany and the UK, according to the CBI’s Market Analysis Report on sun and beach tourism. Broadly, the market can be segmented into two core groups of tourists – traditional holidaymakers and FITs (fully independent travellers):

Table 2: Market Segmentation of Sun and Beach Tourism

Segment

Characteristics

How long do they stay?

Who travels?

Traditional Holidaymakers

Sun and beach main focus of trip; book package holidays to one destination; stay in purpose-built resorts; all-inclusive a common feature

1-2 weeks most common

Families a substantial market

FIT (Fully Independent Traveller)

Sun and beach may be one part of a wider trip; take part in multiple activities outside resort, such as CBT/conservation/water sports/land-based activities; book trips themselves; create own itinerary; often act spontaneously

Length spent at sun and beach resort varies according to duration and activities of entire trip.

Couples, families, singles, LGBT

Source: Acorn Tourism Consulting

For local operators of sun and beach travel products in developing countries, the FIT market is your key market.

Through what channels do sun and beach travel products end up on the end-market?

FITs often find sun and beach travel products from developing countries via their own independent websites, on OTAs (online travel agencies) and travel portals. Some sun and beach operators also sell their travel products through specialist tour operators. Traditional holidaymakers almost always book through a tour operator, travel agency or, less often, directly with the resort.

Chart 2: Sun and Beach Tourism Sales Channels
sun_beach_-_chart_2-_sales_channels.png

Source: Acorn Tourism Consulting

You should consider the following when preparing your travel product for the European market:

  • Your own website – allows you to communicate fully with your potential buyer. Most FITs today are avid users of technology and spend time researching trips. Using images and videos, and interesting copy that informs your guest of all the sustainable actions you promote alongside your tourism products, will attract the European FIT. You should make sure to include testimonials and reviews, as FITs rely heavily on word of mouth.
  • OTAs/Travel Portals – sell a range of accommodations, trips, experiences directly to FITs. Common for sun and travel products are the major OTAs, Booking.com, Expedia and Orbitz, which is part of Expedia. On the Beach is a specialist OTA with European branches in the UK, Sweden, Norway and Denmark.

Tip:

  • For more information about the different sales channels for adventure tourism travel products that can include sun and beach in developing countries, read the CBI’s Entering the European market for adventure tourism and see the section ‘Through what channels do adventure tourism travel products end up on the end-market?’.

What is the most interesting channel for you?

Establishing your own website should be a priority for you as a sun and beach local operator. You can find out more about setting up your own website in two CBI studies:

You should also work with the OTAs. To find out more about working with OTAs, consult CBI’s Tips for organising your tourism services export to Europe.

To work with specialist tour operators, see the CBI’s Doing Business with European tourism buyers for tips on working with European tour operators.

3 . What competition will you face in the sun and beach market?

Which countries are you competing with?

Sun and beach destinations are found all over the world, and developing countries are home to some of the best beaches that appeal to those FITs seeking a destination away from mass-market sun and beach destinations. However, it is a competitive sector, on account of the numerous destinations and wide range of less-developed beaches to choose from. For many FITs, destinations that are harder to reach are more appealing, and those that offer additional experiences such as CBT are also likely to be attractive.

Taking into account the three key regions of Africa, Asia and Latin America, you should consider the main competing destinations for sun and beach to be:

  • Indonesia
  • Kenya
  • Mexico
  • Nicaragua
  • Tanzania
  • Thailand

Indonesia

Indonesia is well known for its pristine beaches and numerous islands, and more than 9.3 million tourists visited the country for leisure purposes in 2017. Its sun and beach offer combines well with its exceptional cultural offer, alongside some of the world’s best diving sites and other natural attractions. With so many islands in this tropical archipelago, the foreign tourist is spoilt for choice and the islands of Flores, Lombok and Bali have some of the best beaches. However, tourism suffered as a result of multiple natural disasters in 2018, which included a volcanic eruption in Bali, earthquakes in Lombok, an earthquake and tsunami in Central Sulawesi, and a further tsunami in Banten. If your business is located in an area where natural disasters are a risk factor, you must have a risk management plan in place (see tip below).

Kenya

Kenya is best known for its iconic wildlife, but the country’s unspoiled beaches on the coast of the Indian Ocean are often visited in conjunction with a safari. The product appeals to a wide range of sun and beach tourists, with mainstream products centred around Mombasa and Malindi where water sports, diving, marine and wildlife watching, and deep-sea fishing are popular among groups and families. Beach destinations in the north and south are more remote, and there are a range of luxury resorts that appeal to honeymooners. The island of Lamu has a distinct, easy-going culture that offers a distinct sun and beach experience.

Mexico

Mexico’s extensive coastline features numerous beaches, with plenty of variety – some are surrounded by jungles or ancient ruins, some are good for surfing, others for swimming and snorkelling. Besides the well-known tourist destinations, there are also numerous lesser-known beach destinations, which offers opportunities for local operators. Adventure activities in combination with sun and beach are more common in the lesser-known destinations such as Tulum in the Riviera Maya, which is surrounded by ruins.

Nicaragua

Nicaragua is an emerging adventure destination in Central America, offering its sun and beach product on both the Caribbean Sea in the east and the Pacific Ocean in the west. It also has one of the largest inland lakes in the world, Lake Nicaragua, and crater lakes such as Laguna de Apoyo. Lake Nicaragua and its environs are popular for water-based activities such as fishing and kayaking. Surfing on ocean waves is the main activity on the Pacific coast at San Juan del Sur while the Corn Islands in the Caribbean Sea have coral reefs, fishing and long, white sandy beaches, which are listed as some of the best beaches in the world. Most leisure visitors to Nicaragua also take part in adventure activities in addition to sun and beach activities.

Tanzania

Like Kenya, Tanzania is best known for its safari trips. However, the offshore islands of Zanzibar, Mafia and Pemba have become important sun and beach destinations. Zanzibar also offers a distinctive cultural experience for visitors through historical Omani and Portuguese influences. Mafia Island is a renowned diving destination and Pemba Island’s secluded beaches are often combined with safari experiences on the mainland.

Thailand

Thailand has been one of the region’s leading destinations for sun and beach tourism for many decades, attracting both the backpacker and luxury tourist. Destinations for sun and beach are predominantly in the south, and islands such as Koh Samui, Koh Phang Nga and Phuket, where there are numerous facilities and activities, attract greater numbers of sunseekers. Further south, the Trang Archipelago has some of the best beaches, such as Koh Kradan and Koh Ngai, but they are more remote, time consuming to access and with fewer facilities.

However, there are many more destinations that you should consider to be your competition. Other ways to assess the competition is to identify those destinations that receive the most mentions in travel blogs and travel articles. Some of these are listed below – it is not an exhaustive list.

Table 3: ‘Best Beaches in the World’ based on subjective travel listings

Africa

Asia

Latin America & Caribbean

Bazaruto - Mozambique

Bali - Indonesia

Bocas del Tora - Panama

Chitimba - Malawi

Goa - India

Corn Islands - Nicaragua

Nungwi, Zanzibar - Tanzania

Hidden Beach - Philippines

Grand Anse - Grenada

Trou-aux-Biches - Mauritius

Perhentian Islands - Malaysia

Playa del Amor - Mexico

Watamu - Kenya

Trang Archipelago - Thailand

Playa Flamenco - Puerto Rico

Source: Acorn Tourism Consulting

Notes: Online research was conducted over numerous travel publications and blogs during November 2019

Other competing nations can also be assessed by analysing a destination’s position in The Travel and Tourism Competitiveness Index (TTCI). The Index, produced by the World Economic Forum (WEF), measures factors and policies to assess the development and competitiveness of 140 countries. Environmental Sustainability and Natural Resources are two key measurement pillars. Mexico, Brazil and Costa Rica are the top three countries based on these criteria; to find out which other developing countries feature highest in the Index, consult CBI’s Entering the European market for Nature and [A1] Ecotourism study and scroll to the section about competing destinations.

Tip:

Which companies are you competing with?

Operators in the less-developed sun and beach segment are a broad mix of resorts, accommodation establishments (hotels, guest houses, beach bungalows, homestays) and beach clubs that are located on or very near to the beach. Those that include CBT opportunities and additional activities for their guests to enjoy are more likely to appeal to FITs who are keen on immersive travel experiences.

Companies in Indonesia

Baturundung Surf & Resort on Simeulue Island is aimed at surfers, located at the foot of a mountain and with a scenic view of waves and sandy beaches from the bungalows’ terraces. The resort offers a free airport shuttle, free WiFi, a restaurant and several surf spots.

Desa Limasan is located in Watu Karung, a secluded fishing village in East Java. Accommodation is in ‘limasans’, traditional village houses, and there are a number of activities such as stand up paddle boarding. The same company also manages Un’s Hotel in Bali.

LooLa Adventure Resort is an award-winning eco-resort that combines adventure and community adventures with a beachside location on the island of Bintan. Activities are numerous, including kayaking, raft building, rock climbing, ziplining, trekking and many other sporting activities. Families are a key market, and accommodation has been built in the local style above the sea or along the beach front. LooLa also serves the school market, specifically from Singapore.

Companies in Kenya

Turtle Bay Beach Club is an award-winning responsible resort located south of Malindi, which is also an eco-hotel that offers a wide range of activities in addition to sun and beach, such as bird watching, deep sea fishing, dhow trips, snorkelling and diving. It also directly supports the community, with several local community initiatives. The resort is aimed at the family market.

Kizingo is a collection of eight beach-front bandas (meaning thatched house) built from local materials including mangrove, mkuti and mkeka, by local islanders. The resort is located on a remote stretch of coast on Lamu Island, a car-free island, and the beach has been left to nature rather than been developed, which adds to its attraction for guests. Activities include swimming with dolphins, dhow sailing and water skiing. Trips to Lamu Town are by boat.

Ziwa Beach Resort in Mombasa has 34 bedrooms arranged in eight beach cottages with private verandas. Water sports activities include diving, deep-sea fishing, jet skiing and kitesurfing. The resort features a vegetarian restaurant.

Companies in Mexico

Hotel Lagunita in Yelapa is accessible by a 45-minute boat ridge from Puerto Vallarta on the Pacific coast. It is a rustic, beachfront destination with 28 thatched-roof palapa (open-sided) cabins, linked by cobblestone paths in a lush, tropical setting with jungle leading up to the beach. Amenities are basic and cabins are simple, designed to be in harmony with the tropical surroundings.

Villa Pescadores in Tulum on the Riviera Maya features rustic cabanas on the beach, close to Mayan ruins and local fishermen’s boats. The cabins have been constructed using local stone and wood and sit directly on white sand with private gardens and hammocks. The hotel provides yoga classes.

Companies in Nicaragua

Jicaro Island Lodge is located on an islet in the middle of Lake Nicaragua near the colonial city of Granada. Accommodation is in two-storey casitas built into the jungle landscape. Food is all locally sourced, there is a yoga deck at the edge of the water and kayaks and paddleboards are readily available for guests. It is listed as one of National Geographic’s Unique Lodges of the World and was constructed with certified wood and local materials.

Morgan’s Rock Hacienda and Ecolodge is aimed at families and couples and set in a jungle reserve next to a long, sandy beach near San Juan del Sur. The accommodations are luxury rustic casitas, and there are numerous activities for guests including horse riding on the beach, breakfast at a local farm, and hands-on CBT experiences including organic farming.

Monkey Hut Hostel (listing on TripAdvisor) is located directly on the shore of Laguna de Apoyo and offers mostly dormitory accommodations, along with one private cabana. TripAdvisor reviews are generally positive, and it is one of the most popular places in this location, aimed predominantly at backpackers. There are kayaks and inner tubes for guests and they sell drinks and food. There is a kitchen if guests wish to self-cater. You will need to download Flash to view the website.

Companies in Tanzania

Chole Mjini is an eco-retreat featuring treehouse accommodations on a jungle island off the coast of Mafia Island, Tanzania. Activities are numerous, including swimming with sharks, stand up paddle boarding, sandbank day trips and visits to Chole village. Guests can all eat together around one large table, set somewhere different every day. There are seven treehouses, each privately located and linked by sandy paths. Awards won include winner of the Green Hotelier Award in 2017 and Gold for Best for Beach Tourism in the World Responsible Awards 2014.

Zanzibar Star Resort is located in the north of the island on the Nungwi Beach. The furniture is all made using the local Zanzibar wood, and the hotel organises a wide range of activities and excursions including a Zanzibar Spice Tour, tour of Stone Town, a forest tour and Safari Blue, a day trip on the ocean.

Companies in Thailand

FaaSai Resort & Spa, ‘Where the forest meets the sea’ is an eco-resort, committed to preserving the environment and supporting the local community. CBT activities are encouraged, and the resort has won numerous awards. There are only 14 rooms and the emphasis is on enjoying a peaceful atmosphere by a small beach and fishing village and surrounded by tropical gardens.

Bayview Sunset & The Hill Resort has accommodations on Sunset Beach and up the hill with spectacular views over the Andaman Sea. The resort offers fishing and yoga, and has received multiple Certificates of Excellence from TripAdvisor.

The Tayan Resort and Spa is a riverside resort in Sai Yok, near Kanchanaburi. Rooms are basic but comfortable, and each is only a few steps from the river. The decks have hammocks, and other facilities include fishing, boating and excursions.

Tips:

  • For an example of a sun and beach operator situated on the shores of a lake, check out the Usisya Beach Eco-Lodge in Lake Malawi and take note of all the CBT activities it offers its guests.
  • Review the websites of each of these operators carefully to see what you can learn from them.

Which products are you competing with?

Trips and experiences on the broader adventure tourism market are your biggest competitors, particularly those that combine sun and beach on the same trip. You should also carefully consider CBT experiences as a competing product, as they are often included in sun and beach tourism travel products in areas that are not commonly regarded as mass-market sun and beach tourism.

There is so much choice for the European traveller, and sustainability is rapidly becoming an essential feature of many adventure trips. This means that you will have to work hard to create a Unique Selling Point (USP) to differentiate your travel product from others on the market. To find out more about creating a USP, you can read CBI’s Tips for Doing Business with European Tourism Buyers.

Tips:

  • Conduct a SWOT analysis to identify the strengths, weaknesses, opportunities and threats of your business. Be honest about what you are doing well and what you could improve, so that you can make measurable improvements to your business.
  • Monitor the sustainability of your sun and beach business on a regular basis. Make sure your customers can see clearly what positive contributions your business is making to sustain the local beach environment.
  • Research what other operators and providers are doing in your area, to gain an understanding of what your competitors are doing. This research will ensure that you have a thorough understanding of the market in your area. By identifying what other operators are doing in your area, you will be in a position to identify what works well and what you could do to compete more effectively.
  • To find out more about the adventure market, consult the CBI’s Entering the European Market for Adventure Tourism.

4 . What are the prices for sun and beach products on the European market?

Prices for sun and beach vary hugely across the world and there is no set formula. Prices will depend on the popularity of the resort, seasonality, what is included in the price and what is not, activities offered and so on. Generally, resorts that have sustainable credentials charge more, as they are often chosen by visitors who are prepared to pay more to make a positive contribution to a local community, or to offset any guilt they might feel travelling to a destination. The table below shows a wide range of prices within the three budget groups and across the main competing destinations.

Table 4: Example Prices of Beach Resorts in Competing Destinations

Resort

Country

Price guide for 2 people, 3 nights in December 2019 (€)

Budget

   

Lighthouse Guesthouse

Tanzania

66

Surf Ranch Hotel & Resort

Nicaragua

71

Lanta Palm Beach Resort

Thailand

102

Peponi Watamu

Kenya

106

Quinta Margarita

Mexico

136

Santai Hotel

Indonesia

143

Mid-Range

   

Kibanda Lodge

Tanzania

303

Sun Palm Beach Resort

Kenya

341

The Light Exclusive Villas and Spa

Indonesia

350

The Lazy Lodge

Thailand

374

The Reef Cocobeach

Mexico

446

TreeCasa Resort

Nicaragua

490

Luxury

   

Z Hotel

Tanzania

637

Rock and Sea Resort

Kenya

819

The Miracle Villa Nusa Dua

Indonesia

856

Chiringuito Tulum

Mexico

917

Pimalai Resort & Spa

Thailand

947

Hacienda & Ecolodge Morgan's Rock

Nicaragua

955

Source: Booking.com

Notes: Prices quoted are based on research conducted in November 2019.

Tips:

  • Conduct your own competitor research to find out what local resorts, hotels, guesthouses and homestays are charging per night in your destinations.
  • Make sure you assess what they include in their price per night, such as breakfast or free transfer to the airport or railway station.
  • Take account of seasonality in your destination, so you can set competitive prices to encourage visitors out of season.

This study has been carried out on behalf of CBI by Acorn Tourism Consulting Limited.

Please review our market information disclaimer.

Follow us for the latest updates