The aging population is a major trend of economically advanced societies. People aged 50 and over will account for a third of the world population in 2030 Some live under the poverty line, unlike other people have comfortable pensions and lots of free time. Some like luxury or exotic, others tailored educational trips, adventure, social activities or outdoor. Here is a brief portrait of hippies and company ...
A HETEROGENEOUS GROUP
People aged over 50 account for nearly 40% of all overseas travel of American adults; Quebec them frieze half and reached 412,800 people (55 and over). This proportion rises to just over a quarter regarding tourists from overseas (126,200) in Quebec.
It would be wrong to consider them as a homogeneous market. These are the values and characteristics of various subgroups, rather than age, that truly determine their travel behavior. A better understanding of these segments is critical to the development of targeted and effective marketing strategies.
THE HIPPIES, YUPPIES, CUTS AND OTHER ...
Researchers Auliana Poon, Eric Adams and Kevon Wilson Tourism Intelligence International propose a segmentation based psychographics and lifestyles.
The hippies were born around 1940 Young Adults in the early 1960s, the Liberal rebels with long hair, drunk discoveries, reveled in excess of what they thought was a youth endless. Today aged about 70 years, ex-hippies have aged, but retained many of the values, tastes, attitudes and political views they have developed during the 1960s Their idealism, their concern for the environment and a few holistic approach to consumption is still reflected in their purchases and how they travel.
... And their travel preferences
Simplicity. Hippies show little interest in the products or luxury vacations.
The yuppies were born around 1950 In contrast to the hippies, rather nonchalant, they deployed boundless energy to complete their education to get a good job. Lucky, they were able to start their careers at the dawn of what has proven to be one of the longest periods of uninterrupted economic growth in history. Today, these Young Urban Professionnals are in their late fifties or early sixties. Their lifestyle is based almost entirely on the marks.
... And their travel preferences
Luxury. Still very competitive and proud of their social position, they display their status with luxury goods and traveling in high-end destinations. To successfully attract, we must offer five star hotels, fine gourmet food and shopping opportunities in the luxury boutiques.
The exoticism. Seasoned travelers, yuppies looking for exotic destinations, adventure and outdoor activity holidays.
The bourgeois bohemian (bobo) were born to 1960 Happy mixing mentalities hippies and yuppies, bobos are urban, are highly educated, successful in their profession and are particularly materialistic. Just as yuppies, bobos have good income and spend heavily to maintain a lifestyle of luxury. By cons, and their rather bohemian hippie side is reflected in their values related to spirituality, health and looking for a balance. Bobos wish to broaden their cultural horizons through various experiences, including travel.
... And their travel preferences
The exclusivity and individuality. Bobos want a unique, exclusive and tailored to offer them.
The educational with a touch of action. Learning synonyms, holidays include private guided tours and miniaventures accompanied by a "wise" local. Incorporating some form of physical and intellectual efforts aimed personal fulfillment is an asset.
Nature with a large N. The sores want to experience the great outdoors, while feeling useful and in communion with the environment. They particularly appreciate ecotourism destinations.
Social responsibility. They also want to experience local cultures and indigenous by voluntourism. (See also: The volunteer tourism, it does not happen in Africa!)
The little extra ... and good conscience. Bobos love to be pampered, but their social conscience requires them to make sense of these extras coveted. Gourmet coffee ever! But fair!
The swofties are women aged over 50 years. They belong to the class of decision makers. Independent, they like to go out and have fun, use Facebook and Twitter, surf the dating sites. Very active women, swofties attending gyms and yoga classes or pilates.
... And their travel preferences
Exotic destinations.
Social activities. The swofties prefer to travel in groups, especially with their peers, and they like to have fun; the program shows, clubs, casinos, bars, etc.
Welfare. Spas or any form of travel that bring well-being of mind, body and soul.
The security environment. And unmarried women, they attach great importance to safety when traveling. Therefore, the resorts 'all-inclusive' and cruises take top honors as they provide fun and fantasy in a safe environment.
Travelers 50 and older are experienced, sophisticated, educated and demanding. Know them better allows us to design solutions that will fulfill their expectations and ensure their loyalty. And you, what experiences do you offer this lucrative market segment?
source : http://veilletourisme.ca/2011/04/12/les-50-ans-et-plus-et-leurs-preferences-de-voyage/
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