The future of tourism belongs to the seniors Challenges of a fast growing market Dick L Knook Rietfluiter hotmail com Who are senior tourists •

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The future of tourism belongs to the seniors Challenges of a fast growing market Dick L Knook Rietfluiter hotmail com Who are senior tourists • Powered By Docstoc
					The future (of tourism) belongs to
            the seniors:
 Challenges of a fast growing market


          Dick L. Knook
       (Rietfluiter@hotmail.com)
      Who are senior tourists ?

• ‘Senior tourists’ are people of later age
  (after 55) who travel for leisure and whose
  earning and family obligations decrease
  and finally disapear
• A -first- distinction can be made in young-
  old (aged 55-64), old (aged 65-74) and
  very old (aged 75 and over)
• Calendar age differs from biological age
         Economic aspects
• The WTO forecasts that earnings from
  international tourism will grow an average
  of 6-7 % annualy – double the growth rate
  for the world economy as a whole

• The coming decades tourism activity will
  become one of the main economic sectors
  of the world
• Identify trends and their impacts on
  tourism
• Most important trend: the current and
  foreseeable demographic changes
         Demographic trends

 Spectecular increase in senior population in EU
  and industrialized countries along with decline in
  birth rates
 Zero population growth and even decline in
  population
 Deecline in number of younger people

 The touristic market has to adapt to these
  changes
  Some examples of demographic
            trends
• Netherlands: 45% increase in 50 plus
  popuation within 25 years
• Germany: Persons aged 60 year or older
  Increase of 4 mn between 2000 and 2020
  In 2020 28,5 % of population
  In same period 11 % decline in number of
  children under 15 year
• Worlwide: In 2025 the population over 60
  will double compared with 2000
Age distribution, The Netherlands
               2000
      90 j aar




      80 j aar



      70 j aar




      60 j aar




      50 j aar




      40 j aar




      30 j aar



      20 j aar




      10 j aar




       0 j aar



                 M annen   V r ouwen
Age distribution, The Netherlands
               2020
      90 j aar




      80 j aar




      70 j aar




      60 j aar




      50 j aar




      40 j aar




      30 j aar




      20 j aar




      10 j aar




       0 j aar



                 M annen   V r ouwen
Age distribution, The Netherlands
               2040
     90 j aar




     80 j aar




     70 j aar




     60 j aar




     50 j aar




     40 j aar




     30 j aar




     20 j aar




     10 j aar




      0 j aar



                M annen   V r ouwen
   The demographic change has
         already started
- The present number of seniors (one third
  of the adult population in many European
  countries, USA, Canada, Japan is aged
  60-plus) and
- the growning of this proportion
  offers considerable economic incentive for
  tourism marketeers to sharpen their
  focus on older persons
   Older persons are attractive as
            consumers
Because
• They have the financial means
• They have time
• They have a better education than in the past
• They belong to a generation which has traveled
• They are relatively healthy and know that
  activities like tourism and recreation contribute to
  a healthy life style
    Senior tourists are diverse
They differ in
• Age (chronological-biological)
• Health
• Economic status
• Tourism experience
• Cultural background
• Some well known senior tourists who differ
  in all those aspects:
 Senior tourists differ but also have
         things in common
• People do not change their travel
  behaviour because they turn 60 or retire
• Travel experience and patterns will have
  an important influence on travel behaviour
  in the last third of life
• The new seniors in 5-15 years (former
  baby-boomers) will be different in travel
  behaviour (e.g. very active) from present
  seniors
        Future growth rate ?
• Due to zero growth of population no real
  growth in number of tourists
• But trend: more money spent per travel
• This explains annual growth rate in
  international tourism
               Conclusions

The development of senior tourism
• is complex and divers
• requires new and diversified tourism
  initiatives and imaginative marketing,
  taking into account a.o. the economic
  status, touristic experience and cultural
  background of seniors
• but offers great opportunities for the
  relatively unknown senior market
          New opportunities:

• Try to reach seniors with no experience in
  international travels
• Develop special products for seniors
  ranging from cruises (Rhine-Carribean) to
  cycling tours in rural areas.
• Easy and comfortable: ‘No sailing ship
  with beer but a motor-boat with white
  whine’.
  More information (in Dutch)
D.L. Knook et al.
Senioren & Toerisme
Met succes inspelen op de toeristische en
recreatieve markt van 50-plussers

Prijs: € 95 (incl. 6% BTW)
Bestellen: Rietfluiter@hotmail.com