The tourist market in Tenerife is changing and the times when you could rely on a steady stream of customers because you offer Sky TV and a full English breakfast for a handful of change, are long gone.
A Tenerife bar or restaurant owner needs to understand how the market is changing if they are to survive.
In the old days it was easy. Expat owned businesses were mainly British, as were the tourists. These early entrepreneurs knew their market and met their expectations. The British tourist market was relatively unsophisticated and wanted a home from home, a Blackpool in the sun. Going abroad was still a novelty and tourists preferred the comfort of familiar food and surroundings.
Nowadays the British tourist has changed beyond recognition. Their demands have become more refined and cosmopolitan. They are more likely to try local dishes, and many will even shy away from a ‘typical’ British bar.
They probably don’t even eat a lot of ‘British’ food at home, so the appeal of eating it while holidaying in the Canary Islands is highly doubtful. These modern British travellers are a different breed that no longer hangs around shabby pubs and cafés at home. They are more accustomed to going out and they expect a higher level of decor, service and quality than ever before.
But even more important for the Tenerife business owner is that the British no longer constitute the vast majority of tourists. Other Europeans, Spanish and the more affluent from Eastern Europe have taken to holidaying on the island. These groups certainly have no interest in eating a full English breakfast with English TV blaring in the background.
Bars and restaurants have to change with the times and the market. Successful bars in Tenerife have given themselves a facelift. Gone are the plastic tables and chairs randomly scattered beneath the freebie brewery parasols. They have been replaced with chic sofas and stylish furnishings. And customers are naturally drawn to them.
The traditional British bar in the sun, with its Sky TV and full English breakfast is facing a rapidly dwindling market. Although times are getting more prosperous, the benefits are not equally shared. Businesses still stuck in the eighties, like their customers, are becoming dinosaurs.
As they stumble and fail, new entrepreneurs are snapping up these businesses on the cheap and simply by re-focusing their target market, they are turning them into thriving concerns.”