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

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

passport, visa, travel, tourism, travel freedom, Denmark, Sweden, Germany, Norway, USA, best country, list, rank, Nomad, US News

Nordic passports the world’s most powerful

Only Germany’s and Singapore’s passports do it better

A321LR, airbus, norwegian, a320, transatlantic, long-haul, convert, order

Norwegian converts A320neos to A321LRs

Carrier switches to long-range planes for transatlantic routes

TAP, Portugal, consortium, privatise, turnarund, long-haul, intercontinental, restructuring

TAP grows as restructuring continues

Portuguese flag carrier pushes profitable routes

Four Seasons, Kyoto, Tokyo, luxury travel, hotels, boutique, Walk Japan, Small Luxury Hotels of the World, Nara, Road ScholarGifu, Prince City, Marriott

Luxury accommodation grows in Japan

New range of high-end hotels alters Japan’s image