OPINION: AGEING CONSUMERS
Older adults want more attentive service and like treatments to be customised says Accor
As part of our policy of diversity and inclusion, Accor employs
many mature and older staff and we’ve found that older guests feel more comfortable around these more experienced employees
O
ver 50 per cent of Asia’s high net worth individuals are above 56 years old, according to the 2014 Asia Pacifi c Wealth
Report by Capgemini and RBC Wealth Management. It’s clearly an important demographic in the tourism industry. Yet today’s mature travellers defy the
stereotypes that some people ascribe to them. They’re younger in spirit, more technologically-minded and more active than many generations before them. How do we attract them without advertising the fact that we’re age-friendly? We do this by appealing to things that mature travellers find important: the reassurance and trust of a global brand; value-for-money; and especially conscientious staff who genuinely care about their experience. We’ve introduced several programmes
to ensure our staff are trained to be more attentive to mature guests, who prefer closer interaction and appreciate it when employees spend more time with them and ask questions to get to know their specific needs better. In the spa, this also means we ensure staff give full instructions on what will happen during a treatment so there’s no confusion or uncertainty and that
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spabusiness.com issue 1 2015 ©CYBERTREK 2015
Graham Wilson
Chief marketing & distribution offi cer, Accor Asia Pacifi c
adequate after-treatment advice is given. As part of our policy of diversity and inclusion, Accor employs many mature and older staff and we’ve found that older guests feel more comfortable around these more experienced employees. This mature demographic is one that
values wellness. People not only want to feel healthier, but also want to look younger and so we’re increasingly offering experiences to meet these demands at our hotels and resorts. We’ve implemented cosmedi treatments, including non- invasive face lifts, at the Vietura Spa at Sofitel Bali Nusa Dua; and at Sofitel Philippines Plaza in Manila we offer beauty staycations that include slimming treatments, skin tightening, nutritional coaching and more. We’ve also worked to implement healthier food choices. The treatments and special spa
packages have proven very popular with
the mature demographic looking for an all-inclusive holiday where they can relax, rejuvenate body and mind and return home looking and feeling younger. Accor has around 100 resort hotels throughout Asia and we’re now looking to expand these kinds of services across the region to cater to growing demand. Where would we the draw the line in
catering to older customers? I think we’re open to anything that makes all of our guests feel welcome and special when they stay with us. I’m not sure there’s much we’d say no to, unless it meant alienating younger guests, because obviously our hotels and spas have to cater for all ages.
Accor has more than 600 hotels in Asia under brands such as Sofi tel, Mercure and Pullman. It works with the Silver Group to ensure its properties are age-friendly. Details:
www.accor.com
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