The Rise of the Over 50s Market and How to Reach Them with Hospitality Online Marketing

In times not so long gone by, Baby Boomers were the clients to cater for when it came to marketing all over the world. Nowadays, the terms ‘Millennials’ and ‘Generation C’ are bandied about more often than not.

The news is that Baby Boomers have come of age. They’re back with a bang and eager to embark on bucket-list outings and luxury tours. It would be short-sighted to ignore this band of wealthy, willing-to-travel individuals in your hospitality online marketing efforts.

 

Fit, Financially Free and More Fabulous Than Ever Before


Today, 50 is the new 30, with the over 50s gang regarding the term ‘elderly’ with the derision is deserves. Think Nicole Kidman, Johnny Depp, Vin Diesel and Julia Roberts. All these celebrities have already been around for half a century.

Most over 50s are willing and able to travel, unencumbered by young children, mortgages and time constraints. They have been hard at work for decades and are ready to let their hair down and splurge on luxury experiences.

Research by AARP shows that 99% of people in the 50 and over age group take at least one trip every year. The 50-65 year old demographic travels more than any other age group.

 

More Tech-Savvy than you think


It makes sense to allocate at least some of your marketing spend towards drawing the attention of the over 50s who can afford your higher-end offerings. How do you reach out to this band of travellers in your hospitality online marketing?

Surprisingly, television and print are not the way to go. These guys are just as switched on technologically as their younger counterparts. Check out these jaw-dropping stats courtesy of Ofcom’s annual Adult Media Use & Attitudes report:

·         66% of 65-75 year olds use the internet regularly
·         Over 50s check in to social media platforms at least once daily
·         A third of 65 to 75 year olds use tablets

Clearly it’s time to start aiming your hospitality internet marketing where the real money is. With human longevity increasing all the time and millennials not getting any younger, the internet is where it’s at for your long-term goals.

 

Appealing to the over 50s in your Hospitality Online Marketing



With cash to burn, the over 50s crew is all ears when it comes to unique luxury products and five-star service. They are not afraid of adventure either, as long as it’s age appropriate.

At 65, Richard Branson is not averse to a spot of kite surfing in his spare time. There is a travel group dedicated to serving over 50s who want to climb Kilimanjaro!

Group outings are appealing to them but they’re not afraid to venture out alone either. Custom-made itineraries are all the rage but cruises are considered so-so.

Over 50s are willing to pay for premium service but won’t tolerate under-delivery. Luxury safari travel is on their list of favourites, along with exploring the tourist sites of the world’s best-known cities. If they enjoy a destination, you’ve got yourself a loyal customer.

Almost anything you have to offer will enchant the older traveller, as long as you avoid using words like ‘senior citizen’. They’ll just think that what you’re talking about is boring.

Are you ready to reach for the fun-loving over 50s with your hospitality online marketing?

Get in touch with an experienced hospitality marketer, and get started.

Comments

Post a Comment

Popular posts from this blog

Why is Hotel Digital Marketing Important?

The simple answer to this question is ‘We live in a digital age, that’s why!”. Let’s face it, technology has become an integral part of daily life, at work, in our homes and on our holidays. Every day billions of prospective customers type their holiday dreams into the address bar of their browser, hoping that a search engine will unearth all that their heart desires.  From rustic camping sites to five-star all-inclusive game reserves, adrenalin adventures to romantic island hopping, the question has to be, “will they find You?”. Among the tens of thousands of answers that the search engines give them will your pension, game lodge or B&B stand out? Convenience for Consumers Digital Marketing is no longer limited only to the internet these days. It includes any means of communicating electronically such as mobile and virtual reality too. For those in the hospitality industry digital marketing means any device that can accommodate online bookings. It’s easy ...
Read more

Hospitality Digital Marketing Trends For 2017

2017 has certainly been a year that saw some effective hospitality digital marketing trends emerge. With technology developing as it has, its become far more accessible to all and it’s done great things for the competitive business marketplace.  Leaders in the hospitality industry have been interested in finding out how the trends seen can be used to increase profits and boost marketing outcomes. Marketing in the hospitality industry can be complex, but with the right systems and technology, it doesn’t have to be. 3 Driving Factors For Marketing In The Hospitality Industry There are 3 main factors that have driven digital marketing trends in the hospitality industry and these are:  Increased use of digital technology by consumers: Hospitality consumers are using the internet more for making bookings, ordering take-away, looking up menus and finding directions. Costs: Digital marketing in hospitality industry is far more cost-effective online than it is in oth...
Read more

Content Marketing in The Hospitality Industry

Have you ever heard the saying “content is king”? It’s even more applicable in the hospitality industry. Any professional content marketing consultant will tell you that the hospitality industry relies heavily on providing valuable content to it’s client base. People love to travel and where is the first place they go to find inspiration and tips for their next holiday or adventure? You guessed it…the internet!  If your online presence merely consists of a website detailing facilities and prices, you might find that your target audience finds the concept of getting excited about their stay and actually booking one with you, less than appealing.  Today’s traveler wants to connect, engage, learn and experience and it’s your job to ensure that they are given every opportunity to stay with you and not another hotel or B&B down the street. Content marketing in South Africa Content marketing South Africa is no different to anywhere else. The local and internation...
Read more