Implications for tourism and hospitality sectors
So what does this profile mean for the tourism and hospitality sectors? The first point is that the definition of ‘senior’ is becoming increasingly blurred. At one time retirement ages – 60 for females and 65 for males – was the accepted indicator. The generally accepted definition of a senior traveller held by the tourism industry, however, is some over the age of 55.
The real challenge for product developers is that seniors are shown not to be a homogeneous, conservative market but rather they have diverse motivations and needs influencing their travel choices. Characteristics of seniors’ travel include:
- they have more discretionary income than ever before
- they have more time as healthy, unencumbered adults
- they travel greater distances
- they stay away longer than any other age cohort
- they have diverse socio-demographic characteristics, lifestyles, interests, attitudes, and consumption patterns
- they can be segmented on general demographics, uses of travel information, lodging preferences, psychographics, and travel motivations
- the majority of older travellers are women (the percentage gets higher the older the group)
- people are retiring earlier.
Review the following articles that provide insights into the seniors markets in China and Poland. As you read, consider whether the market dynamics reported in these countries are applicable to seniors markets generally around the world.
Readings 2.4 and 2.5
- 4Chen, SC & Gassner, M 2012, ‘An investigation of the demographic, psychological, psychographic, and behavioral characteristics of Chinese senior leisure travelers’, Journal of China Tourism Research, vol. 8, no. 2, pp. 123–145.
- 5Johan, M & Panchapakesan, P 2015, ‘The comparative analysis of senior and non-senior package holiday travelers’ tourism product preferences’, Journal of Economics and Management, vol. 22, issue 4, pp. 132–141.
Activity
Undertake an internet search and find three examples of promotional material aimed at the seniors market. Consider what type of marketing messages are used to appeal to the demographic an psychographic characteristics of this market.
