#mstconf17

1. THE SENIOR MARKET &
MULTI-GENERATIONAL TRAVEL
CHRIS GREENWOOD, SENIOR TOURISM INSIGHT MANAGER
MARINA DI DUCA, COMMUNICATIONS MANAGER – INCLUSIVE TOURISM
SPYNIE PALACE, NEAR ELGIN, MORAY
MORAY SPEYSIDE TOURISM CONFERENCE– NOVEMBER 2017

2. KNOWING THE SENIOR MARKET
• The Senior Market is a significant
contributor to the Scottish Visitor
Economy.
• A diverse and heterogeneous group
which never ceases to defy stereotyping
and preconceptions.
• Lets dispel some myths and perhaps
confirm some others looking at practical
applications to capitalise on this valuable
sector.
UNDERSTANDING SENIOR MARKETS
BALGOVE LARDER, ST ANDREWS

3. MARKET SIZE
2.22 million
– The number of domestic overnight trips taken annually by
the 65+ age group in Scotland.
– 19% of all domestic trips
£631 million
– The value of expenditure during domestic overnight trips
taken annually by the 65+ age group in Scotland.
– £639 million expenditure by 55-64 age group.
1/3 of domestic trips
– The share of total overnight in Scotland by the 55-64 and
65+ demographic.
16.8%
– Proportion of total annual to Inverness by International
visitors.
– This is the same proportion as the 25-34 age group
26,000
– Number of International Inbound 65+ year olds who went to
Fort William in 2016,
– that’s 21% of all international visitors there.
UNDERSTANDING SENIOR MARKETS

4. MARKET PROFILE
UNDERSTANDING SENIOR MARKETS
• Key Senior Markets to Scotland are UK, North America, Australia
& EU15.
• These territories have aging populations…
• In Denmark, the United Kingdom & France, the elderly were
almost as likely to go on holiday as the “average person”
(Source: Eurostat)
• In Denmark, more than four out of every five elderly persons
participated in tourism in 2013.
• Three quarters of elderly Danes took either a foreign
only or foreign / domestic trip.
• By contrast, Italy, Greece and Eastern Europe saw the proportion
of elderly participating in tourism less than that for the 15-64 age
group.

5. THE GREY POUND £
• Pension reforms & accumulated Property wealth have
created an affluent older population.
• The Grey Pound is worth £320 billion a year (Source:
SAGA)
• The average consumer spends £2,486 on leisure and
hospitality in 2014.
• The over 65’s consumer spent £3,372 in the same year.
(Source: Barclays)
• Consumer Loyalty is much higher among 65+ group
compared to 18-34 year olds suggesting that quality
products and services will see the grey pound returning
to those brands over time.
UNDERSTANDING SENIOR MARKETS
HERITAGE MUSEUM, BRODICK

6. BARRIERS TO TRAVEL
UNDERSTANDING SENIOR MARKETS
Among the older traveller, Health Reasons are cited as the main barrier to travel. This differs from every
other age group who state finance as the barrier to travel.
Family commitments are equally seen as a barrier to travel for the over 65’s as they are for all other groups.
Work and study is naturally a proportionally lower barrier to travel for the 65+ group compared to 15-64 year
olds.
Main reasons reported for
not participating in tourism
by age group, EU-28, 2013
Source: Eurostat

7. MOTIVATORS FOR TRAVEL
UNDERSTANDING SENIOR MARKETS
The “Bucket List” becomes an increasingly more important
motivator for travel with age
Improved health with age also sees adventure and activity
holidays continue interests in fitness. Over-55’s go walking nine
times a month compared to for 16-24 year olds (Source Go
Outdoors)
Romance is also a catalyst for travel. While many in established
relationships will continue to enjoy holidaying beyond the age of
65…divorce among the over-60’s has risen by a third in a
decade
The over-60’s are the fastest growing demographic in online
dating (Source Bowling Green State University)
Primary motivator for planned international trip for 2015
Source: AARP Research
32%
24%
22%
18%
15%
13%
3%
1%

8. MULTI-GENERATIONAL TRAVEL
UNDERSTANDING SENIOR MARKETS
FARM TOUR AT NEWTON FARM HOLIDAYS
Research by Saga Travel Insurance found:
• Almost half of over 50’s have been on
holiday with their children or
grandchildren in the last five years.
• Self Catering is the most popular
accommodation choice
• Three-Quarters just wanted to spend
more time together
• Childcare commitments by grandparents
with grandchildren have increased in
recent years which may impact on
availability of travel

9. TRENDS FOR SENIOR TRAVEL
UNDERSTANDING SENIOR MARKETS
MOD-STALGIA
Reminiscing with fondness to past times or a reflective desire to re-live the past can be a magnet to travellers
to previously visited destinations. Mod-stalgia evolves this to the next stage. It is embracing the past through
the comforts of today. An example could be revisiting an old destination from your childhood, and introducing
the next generation to those experience and memories in a contemporary setting.
JUVENESENCE
We are all seeking eternal youth and an aging demographic speeds the search. Despite the statistical move
upwards in average age, society is healthier and living longer. Demand for activity and adventure among the
older traveller is increasing with tour companies meeting the over-65 demands for skiing, paddle boarding
zorbing and one care home delivers wheelchair abseiling.
SILVER DREAM MACHINISTS
Motorcycling is increasingly popular among the over-50’s. This demographic is responsible for nearly 30% of
all spending on bikes. In 2014 almost 3000 over-50’s passed motorcycle tests with a clear gender balance
amongst both male and female silver bikers.

10. A FINAL THOUGHT
UNDERSTANDING SENIOR MARKETS
Medication is the most essential
traveling item for the Baby Boomer
generation
Comfortable shoes and a camera are
the next most popular “Must Haves”
27% will bring a Tablet / Mobile
Device
20% will bring a computer
What to Pack: Must Have Items
Source: AARP Research
22%
33%
40%
41%
47%
69%
A good book
Pair of Jeans
Sunglasses
Camera
Comfortable Shoes
Prescription Medication

11. THANK YOU
UNDERSTANDING SENIOR MARKETS
ROTHIEMURCHUS FOREST, AVIEMORE

12. INCLUSIVE SCOTLAND CAMPAIGN

13. Inclusive tourism
OPPORTUNITY TO MAKE TOURISM IN SCOTLAND
INCLUSIVE AND AVAILABLE TO ALL

14. AN AGEING POPULATION
The untapped potential for tourism business

15. “…. boomers will have
significant amounts of time and
money at their disposal. For
many, travel is a high priority
and is likely to top their list of
desired retirement activities.”
Deloitte Hospitality 2015
“The key to attracting boomers is
appealing to their “forever young”
attitude and desire for experiential
travel.”
Deloitte Hospitality 2015
“It is extremely likely that a
larger proportion of customers
will need some form of
assistance in the years ahead,
not just ‘step free access’, but
facilities and attitudes that aid
independently minded older
customers with mobility,
eyesight or hearing difficulties to
travel independently.”
Overseas Visitors to Britain: Understanding
Trends, Attitudes and Characteristics

16. www.visitscotland.org/accessible-tourism

17. Practical tools to help you provide an inclusive tourism experience:

20. HELP TO GET YOU STARTED

21. THE BENEFITS OF HAVING A GUIDE
https://player.vimeo.com/video/188300468?

22. Source: Barclays report – An ageing population (2015)
STRATEGIES FOR SUCCESS

23. NOW IS THE TIME TO ACT
QUESTIONS?