How to market and sell travel to “seniors”

Trade not doing enough to reach lucrative “senior” sector
The travel industry is not doing enough to tap into the lucrative “senior” travel sector, according to travel marketing firm MyTravelResearch.com.
Bronwyn White, co-founder of MyTravelResearch.com, urges travel marketing techniques to be changed to better reach out to senior travellers, instead of perpetuating “cringe-worthy stereotypes” that most seniors cannot relate to.
She suggests ageless marketing techniques, especially through imagery, emphasising universal values such as love, friendship, loyalty, altruism and fitness.
Prices are also non-issues for seniors as they are not obsessed with cheap deals but would rather opt for value-for-money offers such as travel in off-peak periods and getting late check-outs.
White adds that marketing experts need to be smart about search engine use and avoid using the term “senior” on their websites unless it refers to a specific package. An overuse of the term becomes off-putting, she says.
Also, most seniors are less interested in acquiring material assets and are seeking to gain life-changing experiences in their travels, she says. Lastly, White’s research tracks a rapid growth in single seniors wanting to travel, many of them being women who are newly divorced or widowed.
For more insight into marketing tourism to senior travellers, read Bronwyn White’s full blog post on Cashed Up, Time Rich – The Travelling Senior, here.
TTG Asia

x

Check Also

codeshare, agreement, deal, codes, via, fly, flights, travel, TAP, airBaltic, Portugal, Latvia, America, South, Brazil, Africa, connections, Lisbon, Riga, Latvia, Baltics, Vilnius, Tallinn

airBaltic and TAP reveal codeshare

The new agreement announced today will give Baltic passengers better access to other continents.

Azul, Brazil, sell, buy, shares, stake, Hainan, HNA, debt, United, USA, Open Skies, flights, venture

Airlines in US and Brazil move closer

Now Open Skies is finally approved, United raises its stake in Brazil’s Azul to 8% with a joint venture on the horizon.

TAP, Portugal, handsome, crew, award, good-looking, attendant, list

Airline with “most handsome crew” named

Monocle's Travel Top 50, a list selected by the magazine's editors, honours a good-looking carrier.

Airbus, TAP, fuel, economical, Portugal, airline, A330neo, paint, livery, roll-out, Toulouse, first, launch operator

Double roll-out in TAP livery for first A330neo

TAP will be the launch operator of this new member in the A330 family, which “brings together unbeatable economics”.

TAP, seating, Ryanair, investigation, CAA, civil, UK, seating, families, split, fee, pay, ancillary, rules, groups

Airlines investigated over seating policy

Airlines flying to or from the UK will be investigated because families and groups are split up on board.

Which restaurants are moving to Copenhagen Airport?

Ten names released as new part of Terminal 2 prepares to open