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
Bronwyn White, co-founder of, 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


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