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 marketers to change their marketing techniques to better cater to senior travellers, instead of perpetuating cringe-worthy stereotypes that most seniors cannot relate to.
She suggests the utilisation of ageless marketing techniques, especially through imagery, emphasising on universal values such as love, friendship, loyalty, altruism and fitness.
High 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 travelling during off-peak periods and getting late check-outs.
White also added that marketers need to be smart about search engine use and avoid using the term ‘senior’ on their website unless it refers to a specific package. An overuse of the term becomes off-putting, she said.
Furthermore, most seniors are less interested in acquiring material assets and are seeking to gain life-changing experiences in their travels, added White.
Lastly, White’s research has also tracked a rapid growth in single seniors wanting to travel, with most of them being women who may be newly divorced or widowed.
For more insight into marketing tourism to senior travellers, read White’s full blog post on Cashed Up, Time Rich – The Travelling Senior.
