Overview
This book provides a profile of the mature travel market based on recent research by review sites such as Silver Travel Advisor, tour operators and agents, and national press. It identifies recent trends and potential growth areas in destinations/ types of holiday and what criteria holidaymakers use when planning a holiday. It also considers how the final choice is made by the customer, the range of options available for researching and comparing what is available, and ways they make their final booking. Different approaches to collecting and collating customer data are considered alongside demographic profiles globally, leading to a range of strategic marketing options for those in the tourism and travel industry. It includes discussion of different types of holiday – such as city breaks/ cruises (a growing market)/ solo travel/ special interest breaks – and examples or case studies from tour operators about what they offer to target this “mature travel” sector. Travel trends are identified for 2020 and beyond, based on statistical analysis from various sources. Note that there are significant changes taking place globally as the coronavirus becomes a pandemic, but the strategic approach identified here still forms a sound basis for taking the industry forward. Whether you are a student on a university course covering Travel and Tourism, part of the global Travel Agency network, a Tour Operator, or provider of other products and services, this book covers the underpinning profile of what is on offer, who the potential customer is within the mature age group of 50+, what they are looking for and, ultimately, strategies to inform and encourage them to buy. The reference section at the end provides information on those who have contributed to this study, and where more detailed examples of successful strategies and methods of targeting the mature travel market can be followed up.
Full Product Details
Author: Jacqueline Jeynes
Publisher: Business Expert Press
Imprint: Business Expert Press
Dimensions:
Width: 15.20cm
, Height: 0.80cm
, Length: 22.80cm
Weight: 0.333kg
ISBN: 9781952538469
ISBN 10: 1952538467
Pages: 150
Publication Date: 30 January 2021
Audience:
Professional and scholarly
,
Professional & Vocational
Format: Paperback
Publisher's Status: Active
Availability: Manufactured on demand
We will order this item for you from a manufactured on demand supplier.
Reviews
Targeting the 'Mature Traveler' is a fascinating insight into the behavior, buying habits and trends of the older generation, backed by detailed statistical analysis, market segmentation and case studies. No longer viewed as irrelevant, the mature market is now the UK's fastest growing demographic, and this book offers invaluable information about how to target them effectively. Healthier and wealthier than previous generations, mature travelers are adventurous and want to live life to the full. Carpe diem!--Debbie Marshall, Founder of Silver Travel Advisor
""Targeting the 'Mature Traveler' is a fascinating insight into the behavior, buying habits and trends of the older generation, backed by detailed statistical analysis, market segmentation and case studies. No longer viewed as irrelevant, the mature market is now the UK's fastest growing demographic, and this book offers invaluable information about how to target them effectively. Healthier and wealthier than previous generations, mature travelers are adventurous and want to live life to the full. Carpe diem!""--Debbie Marshall, Founder of Silver Travel Advisor
"""Targeting the 'Mature Traveler' is a fascinating insight into the behavior, buying habits and trends of the older generation, backed by detailed statistical analysis, market segmentation and case studies. No longer viewed as irrelevant, the mature market is now the UK's fastest growing demographic, and this book offers invaluable information about how to target them effectively. Healthier and wealthier than previous generations, mature travelers are adventurous and want to live life to the full. Carpe diem!""--Debbie Marshall, Founder of Silver Travel Advisor"
Author Information
Dr Jacqueline Jeynes, PhD, MBA, B. Ed (Hons), B.A(Hons) is a travel writer, regularly contributing reviews aimed at the mature travel market. A published non-fiction author since 2000, Dr Jeynes is also a course writer and tutor, an expert on Small Business Risk Management, and a Guest Blogger on many sites worldwide. She lives in Wales, UK in a popular tourist harbor town.
