Marketing magic TTG Toolkit
Striking gold with silver spenders
Geoff Saltmarsh of the Travel Marketing Group shares his insight on how to best market holidays to mature travellers
other sector. That’s because this group is growing
T
quicker than any other demographic – now accounting for around 42% of the UK adult population and 80% of its wealth according to the Office of National Statistics. So-called “silver spenders” (over-55s) and “third agers” (over-45s with no kids at home) spend roughly £17.6 billion a year on overseas travel,
according
he over-50s appear to have more statistics compiled and marketing labels applied to them than just about any
to research firm Mintel, which is 66% more than their younger counterparts. In 2011, they accounted for 50% of all overseas trips and at TTG Virtual: Luxury last week, delegates heard how the rising retirement age could lead to a rise in the number of bookings by mature consumers for short breaks and therapeutic trips. But it would be a mistake to regard
these travellers as one homogenous group. With tens of thousands of 50 to 64-year-olds caring for someone else and 38% of people over the age of 65% feeling “largely ignored”, according to a survey by Age UK, the way you address these potential customers is crucial. Over-50s insurance provider
Staysure has found in focus groups that its customers believe in paying more for things like after-sales service but loathe being bombarded with emails and direct mail. Bear in mind that over-50s spend an average of 26 hours per week online and account for 18% of Facebook users, according to Prime50Plus.
With all this in mind, here are some of my tips for marketing to mature travellers:
varied in their socio-demographics, attitudes, lifestyles and media consumption habits.
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Be clear, not cliched. Research has shown that gimmicks and patronising editorial is a big
turn-off while clarity of information is paramount.
desire to stay fit and active.
mind above all. ■
travelmarketinggroup.co.uk
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Ninety five year-old backpacker Keith Wright has been in the news this month proving that you should not stereotype mature travellers
Don’t prioritise price. These consumers appreciate service, value and peace of
Follow up post-trip. Courtesy calls after travelling are expected and appreciated by those who did not grow up booking independently.
Don’t focus on age. The marketing campaign emphasis should be on this group’s
Select your marketing channel carefully, remembering that over-50s are extremely
Expert viewpoint
Duncan Lewis, group marketing and development director at Age UK, says: “This is a fairly wisened consumer group that is highly resistant to stereotyping, and for whom clarity is very important.
“People want to see a credible and aspirational view of later life; it’s not all glowing tans and sparkling white teeth. One of our most successful campaigns featured genuine volunteers. The images in your campaigns should be skewed towards the younger end of the demographic that you’re targeting because our research shows there is a disconnect between physical and cognitive in how people perceive themselves. “We’re seeing greater
engagement with the concept of inclusive design and marketing across all industries as big businesses such as RBS wake up to the ever-growing spending power of mature consumers, and a number of tour operators have expressed interest in our Engage Business Network accreditation scheme. It’s early days but we’ll review the way a tour is presented in brochures, the booking channels available, and what is delivered on the ground before giving the seal of approval. “If you make your products and communications easier to engage with, you will naturally make them more accessible for all consumers.”
Members of the Engage Business Network pay £1,000 per year for access to exclusive consumer research, seminars and consultancy services. Find out more at ■
ageuk.org.uk/professional- resources-home/engage-network
24.05.2012 33
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