Developing the Potential of Senior Tourism

Globally, senior tourism is a key driver of the tourism industry as a whole. Although older adults are as diverse a group as any other demographic, they share some common characteristics:

• They are more experienced travelers;
• They have more time to dedicate to travel and leisure;
• Traveling is often a priority at this stage of life;
• There is always some money available for trips, even short ones;
• He is a more flexible tourist in terms of his schedule, often preferring to travel outside of the high season;
• They are more demanding and demand better quality services;
• They are not influenced by fads;

Senior tourists are generally divided into three broad categories: those between 50 and 65, those between 65 and 75, and those over 75. This division is neither rigid nor internationally recognized, but it is increasingly adopted and seems to make sense. Those aged 50 to 65 are still in good health and are well-suited to all types of travel, including adventure and solo travel. As people get older, more and more people prefer guided tour packages. Bus tours are especially popular because they offer safety, affordability, and companionship for solo travelers.

Another reason older tourists tend to prefer guided tours is health. The more support an operator offers, the safer tourists with mobility issues or other special needs will feel. We must remember that there is a sense of urgency among older people. Everyone recognizes that life is finite, and if it's not enjoyed now, it won't be in the future.

It's this sense of urgency that encourages older travelers to travel as much as possible. The pace and scope of a trip for senior travelers needs to be carefully considered. Senior tourists can't handle the fast pace imposed by many package tours. However, they want to see the same places. The solution is twofold: on the one hand, avoid mixing very different age groups in the same group. On the other, create longer packages, where all attractions can be visited at a leisurely pace by older travelers.

Older people enjoy traveling during the off-season, which is great for the tourism industry. "Off-season" often means rainy or cold weather. It's important to note that older people are susceptible to temperature changes and inclement weather. You can't risk rain on your head or a sudden drop in temperature mid-trip. Unlike younger people, who will consider it an adventure, older people can get sick, which is the worst thing you want on a trip.

Mature travelers enjoy learning and are more willing to accept a much greater volume of information and culture about a given place than other age groups. Younger travelers, in general, enjoy discovering things on their own. Older travelers appreciate knowledgeable tour guides who delve into history, architecture, traditions, local customs, and other cultural factors. And, above all, they love interacting with locals.

As we age, we learn to appreciate the need for cooperation and tolerance for good social functioning. Therefore, it's common for older travelers to be polite and respectful, demanding the same in return. However, there are subtleties. A tour guide who acts like a tutor to younger travelers, giving lessons on how to keep the bus clean, keep the noise level down, or respect the queue, will be considered highly disrespectful and arrogant.

Older visitors' tolerance for disrespect (perceived or real) may be even lower among visitors from Eastern ethnic groups, where age confers greater personal authority. Understanding the group's background and culture is sensible and helps avoid embarrassment.

Older tourists feel comfortable traveling alone, especially women. This impacts costs. In Brazil, a single room is more expensive than a double room. However, a person traveling alone isn't always willing to share a room with a stranger. Younger people choose hostels and other types of accommodation where privacy is relative. Senior tourists are completely different. This poses a challenge for hotels: how to accommodate a larger number of senior tourists in simple rooms without excessively burdening accommodation costs.

These are some warnings for anyone looking to serve this growing market. Senior tourists can be a significant source of revenue, but they have their own specific characteristics and expect to be served in a differentiated manner.