Accommodating New Age: Understanding the needs of a growing segment

The New Age phenomenon is an under-examined research topic in tourism and hospitality. According to a 2005 Gallup survey, around three out of four Americans believe in paranormal phenomena, which are closely aligned to New Age beliefs, and indicates a unique and potentially untapped market segment. Previous research has examined the views of New Age products and services providers, but perhaps because of the heterogeneity of the New Age phenomenon, little has been done to determine New Age consumers’ needs. This study therefore explores the accommodation, food and leisure services preferences of New Age consumers, to identify potential products and services to meet their needs and conceptualize New Agers as an important market segment of future tourism.