Die Hotelbranche klagt. Umsatzrückgang, stagnierende Übernachtungszahlen, Invasionen ausländischer Konzerne. Doch neue Konzepte sind im Gastgewerbe dünn gesät. Und wenn einmal mutige Unternehmer neue Märkte erobern, werden sie von Bedenkenträgern und der Presse schnell an den Pranger gestellt. Dabei gäbe es viel zu verbessern und neue Kundengruppen zu erschließen. Waren Sie schon einmal mit einem 15-Jährigen in einem Urlaubshotel? Dann wissen Sie, wovon ich spreche.
Hotels, ganz besonders in Urlaubsmetropolen, haben Jugendlichen nicht viel zu bieten. Für nahezu jede Altersklasse werden verzweifelt Programmangebote ersonnen. Angefangen vom Mini-Club für Kleinkinder bis zum obligatorischen Bingo-Abend für unsere Best-Ager. Höchst kreativ. Nur mit einer Bevölkerungsgruppe weiß der gemeine Hotelier schlicht nichts anzufangen: mit dem Jugendlichen. Denn dieser stört nur, ist laut, mies gelaunt, verärgert schlimmstenfalls andere Gäste. Und Geld verdienen lässt sich mit ihm auch nicht wirklich. So wohl die landläufige Meinung. Dabei ist sich die Branche längst einig: Jugendliche sind ein wichtiger Faktor der Tourismuswirtschaft geworden. Sie sind Trendsetter und solvente Kunden von morgen.
Kids und Teens haben ganz eigene Urlaubswünsche und -bedürfnisse. Mit ausgelassener Wassergymnastik, knallharter Oldie-Disco, einer rassigen Partie Boule oder Garten-Schach kann man ihre Gunst nicht gewinnen. Ebenso wenig mit Frühstückszeiten von 7.00 bis 9.30 Uhr oder den gefürchteten abendlichen Folklore-Shows. Auch die Ausstattung von Urlaubshotels ist meist keineswegs jugendgerecht. Kein kostenloses Internet, keine Musikanlage – höchstens einmal ein Fernseher mit sechs fremdsprachigen Programmen plus der Deutschen Welle. Das rockt.
Im Alter von 12 bis 16 Jahren – zwischen Mini-Club und Poolbar – finden Jugendlichen in Hotels keinerlei Angebote. Sie werden ignoriert, fast schon fern gehalten. Nur widerwillig lassen sich Hoteliers von Reiseveranstaltern Angebote abringen, mit denen selbst Jugendliche bis 16 Jahren noch Ermäßigung erhalten. Natürlich nur in Begleitung der Eltern, oder besser gesagt, zweier Vollzahler. Allein oder gar in Cliquen? Nur nicht! Kein Personal. Keine Aufsicht. Kein Programm. Und zu laut. Weil dem so ist, langweiligen sich versprengte Teenager oft höllisch in diesen Hotelkomplexen – zum großen Leidwesen und Unverständnis der gestressten Eltern.
Dabei können Jugendliche wunderbare Kunden sein. Aktiv, sportlich, oft schon in jungen Jahren mehrsprachig, neugierig, kontaktfreudig und – nicht zu vergessen – äußerst finanzstark. Laut den Experten von iconkids&youth haben die Jugendlichen zwischen 6 und 19 Jahren im Jahr 2008 rund 23,1 Milliarden Euro zur Verfügung – was in etwa dem gesamten Jahresumsatz an Unterhaltungselektronik entspricht. Wenn das als Ansporn nicht ausreicht …
Doch in klassischen Hotels wird die Jugend ihr Geld und das ihrer Eltern sicher nicht lassen. Wohl aber zunehmend in den eigens gestalteten Club- und Hotelanlagen der großen Jugendreise-Spezialisten. Diese haben längst die Schwächen konventioneller Angebote erkannt und mieten komplette Hotelanlagen an, um sie jugendgerecht auszustatten, Personal zu schulen und ein altersgerechtes Aktiv- und Freizeitprogramm anzubieten. Hier ist die Jugend unter sich, Eltern müssen draußen bleiben.
Zum deutlichen Wohle aller Beteiligten.
Du hast ja so Recht. Unser letzer Urlaub mit unserem 16-jährigen Sohn in der Türkei war eine Katastrophe. Es gab kaum Angebote für ihn, außer vielleicht Volleyball und Fußball. Das aber auch nur stundenweise. Natürlich hat er aber auch wenig unternommen, um Gleichaltrige kennenzulernen. Da langweilt man sich lieber, bevor man andere anspricht. Der Hinweis auf die Jugendhotels ist da sehr hilfreich.
Grüße
Susanne
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