Jacqueline Jeynes - Targeting the Mature Traveler

Targeting the Mature Traveler

Image 1 Splendid Dubai [Photo by Nick Fewings]

Targeting the Mature Traveler

Developing Strategies for an Emerging Market

Dr Jacqueline Jeynes PhD, MBA, BEd(Hons), BA(Hons)

Targeting the Mature Traveler: Developing Strategies for an Emerging Market
Copyright Business Expert Press, LLC, 2021.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any meanselectronic, mechanical, photocopy, recording, or any other except for brief quotations, not to exceed 250 words, without the prior permission of the publisher.

First published in 2021 by
Business Expert Press, LLC
222 East 46th Street, New York, NY 10017
www.businessexpertpress.com

ISBN-13: 978-1-95253-846-9 (paperback)
ISBN-13: 978-1-95253-847-6 (e-book)

Business Expert Press Tourism and Hospitality Management Collection

Collection ISSN: 2375-9623 (print)
Collection ISSN: 2375-9631 (electronic)

Cover design by Charlene Kronstedt
Interior design by S4Carlisle Publishing Services Private Ltd.,
Chennai, India

First edition: 2021

10 9 8 7 6 5 4 3 2 1

Printed in the United States of America.

Description

This book provides a profile of the mature travel market based on recent research by review sites, tour operators and agents, and national press. It identifies recent trends with potential growth in destinations, types of holiday, the criteria holidaymakers use when planning a holiday, and how the final choice is made.

Customer data and global demographic profiles leads to a range of strategic marketing options for those in tourism and travel sectors, and travel trends into 2021 and beyond.

Despite significant changes globally as the coronavirus became a pandemic, the strategic approach identified here still forms a sound basis for taking the industry forward.

Whether you are a student on a travel and tourism course, part of the global travel agency network, a tour operator, or provider of products and services, this book covers the underpinning profile of who the 50 + mature customer is, what they are looking for, and, ultimately, strategies to inform and encourage them to buy in the future.

Keywords

tourism; travel trends; mature traveler; tourist destinations; overtourism; ecotourism; travel agents; tour operators; global demographics; marketing strategy; UGIs; country profiles

Contents

As with any book of this nature, there are many people who have provided data, reports on surveys, and help and support throughout the process of bringing such diverse material together.

As a regular writer for Silver Travel Advisor, this was the starting point for my research into the mature travel market, so I am indebted to Debbie Marshall for her support and for giving me access to the latest Silver Travel Report, as well as previous surveys and reports. Others who offered insights into the mature sector include the following:

Salvatore Maniscalco, from Ramblers Cruise & Walk Holidays/Adagio

Paul Johnson, from the Luxury Travel Blog

Lauren Williams, from the Brighter Group, for suggesting a link with one of their clients, Rocky Mountaineer

Tessa Day, from Rocky Mountaineer, for checking that the information is up to date

Sarah Locke, from Titan Travel, with their excellent Trends 2020 publication

Dawn Walters, for some insights into the Oddfellows Travel Club

Tour operators, such as The Aurora Zone and SmoothRed, who offer packages ideally suited to the mature traveler (based on trends identified)

Gina Dolecki, from USTOA (United States Tour Operators Association), with one of their latest press releases on travel trends from their member survey

There were also several people who provided more detailed information on marketing to the mature traveler, including

Tim Bond, from the Data & Marketing Association (DMA), with some excellent reports on customer engagement and Responsible Marketing

Jeremy, from ATTEST, for access to several reports, including their 2019 Travel Report and the 2019 Trends Across Generations

ADARA Traveler 360 report on Rugby World Cup Fan Travel Insights and discussions about personalization and customer loyalty

Sarah Hein, from Wish Trip, with information on collecting data around visitors experiences

Jasman Ahmad, from Accord, regarding advertising to mature sectors

Lisa Targett, from TRIBE re Brands

Thanks also go to lots of online sources, of course, particularly the following, where data and/or images have been found.

Statista.com is an excellent resource, with some charts that can be downloaded free, some brief details about international statistics plus some excellent paid-for detailed reports that give still further insights into what is happening worldwide

Unsplash.coman excellent source of photographs (Unsplash, 2020)

Office for National Statistics UK (ONS)

U.S. Travel Association (ustravel.org)

Travel.trade.com

The Bibliography section lists many sources of further information, but I would like to express my sincere thanks to all those who have contributed in some way, whether you are included in the preceding list or not. Thank you!

Dr Jacqueline Jeynes, 2020

At the time of completing this book (JanuaryFebruary 2020), the escalating spread of the coronavirus is having a devastating impact on global travel. This has particularly hit flights and cruise ships with trips canceled and whole regions on a quarantine lock down. It remains to be seen how this will affect travel and tourism industries around the world. However, having a clearer picture of the demographic profile and preferred travel options of an aging population will help to kick-start the industry as the crisis recedes.

One of the most respected organizations in the UK, Silver Travel Advisor, has 112,000 members who regularly view their website, plus thousands more who follow them on social media channels, including Facebook and Twitter [www.silvertraveladvisor.com]. They note that Todays 70-year olds show little sign of slowing down.

They have produced an annual Silver Travel Industry Report for five years now, based on survey responses from members1200 for 2019 Report, 2500 for 2020 Reportincluding analysis of data from major players in the tourist industry. Although this provides a comprehensive picture of the mature travel market in the UK, it clearly has a broader impact as it highlights trends on a global scale.

Based on UK statistics, the 55 + age sector is the largest group of holidaymakers, making up 35 percent of overseas holidaymakers in 2018. This is the highest of any age group and 17 percent higher than the 25- to 34-year age group. In the United States, 48 percent of customers booking vacations and short trips are 51 to 70 years old, more than double the 20 percent in the 36 to 50 age group [USTOA]. However, note the later discussion about what different client groups are looking for and whether they plan trips independently rather than go via a tour operator. So this is a significant sector to consider when tour operators are deciding their marketing strategy for the future.

A recent survey by The Mail on Sunday is very revealing: 9 billion was spent by British travelers with an average trip expenditure of 3216 based on 3.5 trips a year. This is just the UK market, so, clearly, this is a growing potential market, and results are likely to be similar in other countries. In the United States, for example, $17 billion was spent on tourism in 2017 through 2018 [USTOA], baby boomers spending around 27 days a year on travel/vacation. By 2019, U.S. domestic travel increased by 2 percent to $2.29 billion and international travel by $79.6 million, representing a 3.5 percent increase over 2018.