Tips on marketing to silver travellers
Research conducted by Australian Senior Publications, publishers of The Senior and The Senior Traveller, reveal that the global financial crisis has not markedly affected the travel plans of seniors.
Forty-five per cent of seniors surveyed late last year had travelled within Australia in the past six months, and 95 per cent are planning a domestic holiday within the next 12 months.
“The future for overseas travel is just as rosy, with 36 percent indicating they are planning to go abroad within the next year,†said The Senior’s travel editor, Sue Preston.
The United Kingdom, Europe and New Zealand top the list of countries seniors are heading to.
Nearly half plan to stay away longer than 21 days, a luxury afforded to the retired.
Eighty percent said they would travel more if seniors’ discounts applied, and 75 percent said they preferred midweek breaks over weekends.
“These two points combined represent a great opportunity for operators to utilise non-peak periods to attract seniors,†Preston said.
Seventy percent of respondents said they preferred to break their journey on long-haul flights.
“Airlines offering interesting affordable stopovers in Asian countries would do well by marketing to seniors,†Preston said.
“Seniors traditionally plan their overseas holidays at least six months in advance, generally well ahead of other age groups.
“Targeted marketing to this age group well in advance of mainstream marketing would reap benefits for many operators,†she added.
Ian Jarrett
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