The Significance of Seniors

The 65-and-over demographic is one of the fastest-growing in the U.S. Currently estimated at over 17% of Americans, the Census predicts that 1 in 5 Americans will be over 65 by 2030. 

This aging population represents a significant market opportunity for the hospitality industry. Travel is popular with older adults seeking an active, wellness-driven retirement. 

Not only are seniors rapidly becoming the most significant demographic market, they are also more likely to travel.

Many seniors have higher disposable incomes. They often travel during non-peak times, take more extended vacations, gravitate towards more traditional accommodations, and are brand loyal, making them appealing customers for the hospitality industry.

Ensure your hotel meets the needs and wants of this significant market, including accessible accommodations, connection-focused travel packages, health services, senior discounts, and amenities.

 

Strategies to Attract Older Travelers

Accessible Accommodations

The American Disabilities Act (ADA) has guidelines to help hotels prepare for an aging market. Facilities should consider adding ramps, door levers instead of doorknobs, wider doorways, well-lit hallways, bathroom grab bars, and roll-in showers.   

Hotel design should also consider signage legibility, safety on flooring materials like slippery marble lobbies and bathroom tiles, and carpet pile height. 

Senior travelers like convenience. Up your onsite amenities offerings, especially in your common areas. Senior travelers are often part of a multi-generational trip; consider family-friendly lounge areas or game rooms.   

Travel Packages

Offer connection-focused travel packages with group tours or group activities like cooking classes. Develop themed packages around specific interests, such as bird watching or cultural immersion experiences. Create curated ‘local insider’ guides for hidden gems. 

Tailored Health Services

Personalized wellness options such as massages, physical therapy, nutrition, and wellness consultations are popular with Seniors. Expand your low-impact activities like yoga, tai chi, swimming, strength and balance training, and walking tours.

Food

Menus should accommodate a focus on nutrition. It doesn’t have to be oatmeal, but consider age-related dietary restrictions such as low sodium and low sugar options. Serve sauces, dressings, and condiments on the side—offer broiled options to fried foods.

Educate Your Staff

Ensure your staff understands the needs and preferences of older travelers.

Marketing & Partnering

Destination Promotion

Hotels should promote destinations with unique attractions and activities that appeal to older travelers, such as scenic locations with easy access, walking trails, fishing and birdwatching, cultural sites, fine dining, local events, and nearby healthcare options. 

Target Marketing

Market to the over 65 demographic through channels they frequent, such as senior publications, online forums, and social media. Also, don’t underestimate the tech-savvyness of seniors.

Partner with Organizations and Services 

Partner with organizations that cater to older adults, such as senior centers, retirement communities, and travel clubs. Partner with car services that provide vans, limousines, and car services that address the needs of those with limited mobility, such as lift-equipped vans, which will be necessary to transport guests from airports and to local attractions.

Discounts and Loyalty Programs

Offer discounts and loyalty programs tailored to the needs of older travelers. Many major hotel chains like Marriott, Choice Hotels, and Hilton provide dedicated senior discounts for guests aged 62 or 65 and above.

Longer life expectancies and active baby boomers are redefining retirement. This fast-growing market segment is on the move, with significant spending power. Don’t underestimate this market opportunity for your hotel.

References:

Designing a Hotel for Multi-generational Travelers

Why Hotels Should Advertise More to the Silver Generation