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Population ageing is
unprecedented,
a process without parallel in
the history of humanity…
“Population ageing is
unprecedented,
a process without parallel in the
history of humanity…”
United Nations, World Population Ageing Report
© Silver Group
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“… the number of over 65s will increase by 34%,
creating a significant increase in senior leisure
travellers”.
“We estimate that this will create a doubling in
the number of over 65 leisure travellers to Asia
Pacific destinations by 2030”.
Shaping the future of travel in Asia Pacific.
Amadeus/Frost & Sullivan
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SINGAPORE TOURISTS ARE AGEING
© Silver Group
2,586
4,757
0
1,000
2,000
3,000
4,000
5,000
45 Years +
2001
2011
84% growth
000’s
Singapore tourist arrivals
Yeabook of Statistics 2012. Singapore Government
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M
A
R
K
E
T
I
N
G
PRODUCTAge Specific Age Neutral
Age Neutral
STRATEGIC OPTIONS
• Keeping the brand relevant to your older customers without
alienating younger segments
• Age-neutral strategies reach the broadest customer base
© Silver Group
AGE
SEGMENTED
Neutral product
adapted for
older consumers
AGE SILO
Product created
and marketed to
older consumers
AGE NEUTRAL
No apparent
age focus
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FACTORS TO CONSIDER THAT UNIQUELY
AFFECT OLDER TRAVELLERS
Physical
YOUNGER OLDER
Growth in formative years:
• Larger sizes
25 effects of ageing:
• Customer touchpoints
• New products/services
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THE INDUSTRY MUST RESPOND
The ageing traveller is “…… a situation that will call for
age-appropriate mobility solutions”.
Transforming Travel, Transportation and Supply Chains
World Economic Forum/BCG
© Silver Group
Many travel
problems are
exacerbated by
age
8. Powered by© Silver Group
25 effects of
ageing
PHYSICAL AGEING AFFECTS THE ENTIRE
CUSTOMER JOURNEY
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How Silver Can Help You
Profit from the power of the 50+ market
• Workshops
– Insightful, interactive, fun and actionable workshops that help teams
understand the opportunities and challenges of older customers
– Sessions ranging from ½ day introductions to 2-day immersion and ideation
programmes
• Age-Friendly audit
– Using unique tools to evaluate your entire customer journey through the prism
of ageing
– Enable business to identify and remove the barriers between them and older
consumers
• Research and strategy
– Applying research, insights and ideas to devise unique strategies that create a
sustainable competitive edge with the ageing consumer
• Speaking
– Kim Walker is one of the few global authorities on this subject. A TED speaker
and co-author of a definitive book on the subject*, his lively delivery entertains
and informs. His internationally awarded keynotes cover topics such as:
• How you can benefit from an ageing customer base
• Why ‘age-friendly’ is the new mantra for every businesses
• *Marketing to the ageing consumer
11. Powered by© Silver Group
Email: info@silvergroup.asia
Silver Web: www.silvergroup.asia
Blog: http://silvergroup.asia/blog/
Twitter: https://twitter.com/#!/SilverGroup
Age-Friendly web: www.age-friendly.com
Contact us to learn more: