Old but not out: courting the 50+ market

There’s a lot of talk about the aging of America as record numbers reach the traditional retirement age of 65. But a previously neglected segment is the over-50 traveler who no longer is content with cruise ship croquet and upscale guided tours.
 There are no more limits on travel for the over 50’s, writes Deborah Thiele, Director of Africa Expedition Support, a safari company based in East Africa.
 

“Traditionally the over 50's have been marketed ‘soft’ tour options such as 5-star beach resorts, cruise ships offering bridge and croquet; and gentle coach tours through Southern France,” she writes in Travel by AcraMax.
 The over 50's are an affluent market, particularly in the tour sector. They have disposable income, time to travel, and a desire to experience the real culture in travel. But more importantly, perhaps, the over 50’s want more adventure.
 “They have a thirst for adventure,” said Archers Direct head of product David Binns. “They want to learn how to cook in Morocco, go walking in the Grand Canyon and explore South America.Touring in Jordan and Morocco is proving particularly popular for 2011.”
 

But the boom in cruise travel is also a reflection of this new market. This could also be a boon to around-the-world cruise operators. A large majority of the 1,800 passengers or 1500 cruisers signed up for all segments of a recent P&O world cruise.
“People usually book segments of the world cruise, but redundancies and early retirement among the 55-64 age group is prompting them to take a gap year,” said managing director Carol Marlow.
 

The 50+ market is a potentially large one. “It’s a big market — 75 per cent of the over 50’s take more than one holiday a year,” said Talia Laurence of Tui Travel.  “There is a continuing rapid increase in the number of outbound travelers aged 50 years old and over,” said Dr. Auliana Poon, head of Tourist Intelligence International.
 

But increasingly sophisticated marketing will be needed to capture the new tourists. “The days are passing when brochures handed out to an over 50's at their local travel agent are limited to cruise ships, all-inclusive beach resorts or gentle tours,” Thiele said. “They are more aware, active, Internet savvy and environmentally conscious and are also adventurous (soft, medium and hard) and willing to learn and experience new things unlike the senior citizens of the past,” said Tourist Intelligence’s Poon.
 

As more over 50's are computer literate, they are seeking out options on their own over the internet and are confident booking their own travel.  Wandering around in motor homes will escalate in popularity as the older tourists become even more prominent. “Twenty years ago people retiring early would have bought a villa in Spain; now they are buying motorhomes instead,” said Dan Yates, managing director of Pitchup, an online guide to campsites and parks. Campsites with spas and other luxury amenities are increasingly luring the older travelers.
 

Where has this shift come from and why has it taken so long?  In the tour market, the 20 to 30-year-old segment has traditionally been seen as the market with expendable income and time to travel. But that group is working harder than ever and has become less lucrative for the adventure and tour travel market, in particular. “We are seeing fitter and more active over 50's who have paid off the mortgage, kids have moved out of home; coupled with the age of internet and cable television making the global village more attractive and accessible,” Thiele said.
 

Also, more over 50’s are deciding there is more to retirement than gardening and playing bridge. “It certainly has taken a very long time for the adventure travel market to recognize and value the over 50's as prospective consumers of the global adventure travel. But as more and more recognize this market, options are set to increase in the future” Thiele said.
 

 Source: Travelmole By David Wilkening