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Retirees. Contents. 1.
Why is it important?
5. Market characteristics 9. What do visitors want 11. What are the opportunities 14. 10 ways it can make a difference to your business 19. Learning from success stories 21. Where to get help and further information
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Sector Guide: Retirees
Why is it important? Overview: Retirees in the UK A retiree is someone who is no longer in work and is therefore dependent upon pensions and savings as a source of income. There is no compulsory retirement age in the UK and current legislation allows people to work for as long as they want. The average retirement age in 2012 was 64.6 for men and 62.3 for women. However, many forecasts predict that retirement ages will increase in the future as people choose to work longer. Retirement age is different from state pension age. This is currently 65 for men and 61 and 9 months for women, but from 2018 this will be 65 for both men and women. Thereafter the state pension age will increase to 66 in 2020 and 67 in 2026. The average length of retirement is currently 17 years.1 This sector guide considers retirees as aged 65 and above. However it is important to recognise that some people may retire well before this age. Others may continue to work full or part time after this age (in August 2014 there were more than a million over-65s who were still working). For details of people aged below 65 who are still working see the Empty Nesters sector guide. People may retire for a broad range of reasons and it may not always be through choice. A Mintel survey2 in 2011 found that 46% of retirees had retired because they had to (either through ill-health, redundancy or the need to care for a relative). Whether or not retirement was planned can have a big impact on the finances and aspirations of retired people.
1 www.lv.com/adviser/working-with-lv/news_detail/?articleid=3213362 2 Mintel, Marketing to Retired People, UK (April 2011)
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In 2014 there are 11 million people aged 65 and over and they make up 17.2% of the UK population. There are now more over-65s than children aged under 18 in the population. As the table below shows, the number of over-65s is forecast to increase steadily in future years: Table1: Future Projections for the Number of Older People
2014
2020
2025
Number
% of total population
Number
% of total population
Number
% of total population
Number aged 65-70
4,117,400
6.4%
3,913,800
5.8%
4,212,900
6.0%
Number aged 71-75
2,486,200
3.9%
3,211,900
4.8%
3,012,300
4.3%
Number aged 76-80
2,021,800
3.1%
2,256,600
3.4%
2,859,400
4.1%
Source: Derived from data published by the Office for National Statistics
The Retirees Tourism Market There is abundant evidence that retirees place holidays among their top priorities. Moreover, as the number of older people increases this group will increasingly dominate the holiday market. Within England, the retirees tourism market is sizable, generating 7 .24 million domestic trips, 31.05 million nights and spending of £1.76 billion in 2013. The table below includes details for the empty-nesters and family markets for comparison
Table 2: Domestic overnight holidays in England, 2013
Trips (millions)
% of total trips
Nights (millions)
% of total population
Spend (millions)
% of total spend
Retirees (65 and over)
7.24
16%
31.05
21%
£1756
17%
Empty nesters (35-54 without children)
8.39
19%
23.66
16%
£2400
23%
Families (aged 16-54)
15.35
34%
51.27
34%
£2846
27%
Source: Great Britain Tourism Survey, 2013
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Sector Guide: Retirees
Overall, retirees are the third largest segment of English domestic tourism (after empty nesters and families) in terms of trips and spend, but they are the second largest in terms of total nights (due to them taking longer holidays). Retirees also generate a substantial day trip market. In 2013 the 65 and over age group took 245 million tourism day trips3 which generated spending of ÂŁ6.5 billion. There is also a small but significant inbound international market among those aged over 65. In 2013 this group, visiting for the purposes of holidays, accounted for 786,000 visits to the UK, accounting for 5.91 million nights and generating spending of ÂŁ620 million.
3 Defined as a trip of more than 3 hours duration to a destination outside the usual place of residence/work
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Retirees at the seaside There are no precise figures for the number of retirees who visit the seaside. One national survey reported that 28% of visitors to the seaside were aged over 55. Other indications can be gained from visitor surveys undertaken in particular resorts (although these are limited in number). For example, a 2012/13 survey in the towns of the English Riviera found that 31% of all visitors (and 36% of staying visitors) were aged over 65. A 2011 survey in Weston-Super-Mare reported that 28% of all visitors (and 48% of staying visitors) were aged 65 and above. A 2013 survey of visitors to Blackpool indicated that 22% were retired. The limited data available suggest that retirees aged 65 and over account for around a quarter (and sometimes much more) of visitors to seaside towns. The popularity of the seaside with older people is also illustrated in the large number of people who choose to move to the coast after their retirement. Residents of coastal resorts tend to be older than the national average and in some resorts retirees make up more than 20% of the population.
Retirees in Bournemouth Bournemouth’s reputation as an elderly person’s destination is only party borne out by recent research. The 2013 Bournemouth Visitor Survey reported that 26% of visitors were aged over 55 (but 40% were aged 35-54). Retirees are more likely to stay in the town (48% of this age group) than make a day trip and are more likely to visit after the peak summer holiday period. They also report a higher level of satisfaction with their visit.
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Sector Guide: Retirees
Market Characteristics The Retirees segment also goes by a number of other names such the ‘grey market’ (or ‘silver’ market), ‘Third Agers’ or sometimes WOOFs (Well Off Older Folk). It is essential to recognise that retirees are a diverse group. Many are healthy, active and enquiring. Most do not feel old – one recent survey reported that only 5% of those aged over 65 feel their age.4 Consequently, retirees are as open to new destinations and experiences as they have ever been (sometimes more so!). Others suffer from ill-health or may be grieving for a lost partner and so may be more introverted and disengaged from the world around them. Seaside businesses need to recognise this diversity and not treat all retirees as being the same. Instead, the over-65 market (just like the youth and family markets) is segmented into different groups with different values, aspirations and priorities.
Many over-65s are healthy, active and independent Our society tends to stereotype older people as frail, housebound, plagued by ill-health, and generally disengaged from the outside world. However this couldn’t be further from the truth. Many retirees are fit and healthy (many well into their 70s and 80s) and lead active, independent lives. Many feel ten years younger than their actual age and are full of energy. For example, recent research has found that 58% of men and 52% of women aged 65-74 took regular aerobic exercise.6 Moreover, current government policy is to encourage older people to remain active and independent. Consequently, older people are as interested in holidays as any other age group (although increasing age will eventually constrain the type of destination chosen and the activities undertaken).
There is widespread agreement among marketers that older people have for too long been neglected or stereotyped. Mintel has argued that products, services and marketing are not nearly as responsive to the goals and aspirations of retirees as they could be.5 4 http://www.marketingmagazine.co.uk/article/1194290/unstoppables-brands-engage-over-50s 5 Mintel, Marketing to Retired People, UK (April 2011) 6 Health and Social Care Information Centre (2013) Health Survey for England 2012
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Many (but not all) retirees are comfortably off
Many retirees like to take multiple holidays each year
The current generation of retirees is that which has benefited most from the welfare state, rising property prices and generous pension packages. They are also a generation which recognised the importance of saving. Therefore, many retirees (particularly those in the ABC1 social groups) are comfortably off. Data from the Office of National Statistics indicates that 61% of retirees have wealth and assets (primarily their houses) of more than £250,000.7 Over a quarter of seniors have a household income of more than £25,000 and the falling value of their pensions is compensated by rising property prices.8 Furthermore, retirees have actually seen their household incomes grow (by 5.1%) during the recent recession. 9 While retirees in general have a household income which is below the national average they usually do not have mortgage payments to make. In addition, many older people are ‘downsizing’ to smaller houses which releases funds to support their general lifestyle.
Affluent retirees are eager to use their time and money to go on holiday. For many, retirement is an occasion to dip into their nest eggs and take a ‘dream’ foreign holiday (such as a luxury cruise). A 2013 ABTA survey found that over-65s took on average one foreign holiday a year12 (but 28% of this group take two foreign holidays). Indeed, over-65s now take more foreign holidays than the 16-24 age group. A recent survey found that the average recent retiree spends £1,280 a year on holidays.13
However, it is also important to recognise that not all retirees are affluent. Mintel found that those who retired because they had to (rather than through choice) were often struggling financially. 10 In addition, those retirees from the lower social groups and those living in rented accommodation are also less well-off. In 2012, 17% of over-65s (2 million people) lived in households where the income was below the government’s poverty threshold.11 This group has little opportunity to take holidays.
However, holiday-making among retirees is not all about luxury foreign travel (and many older people dislike the general hassle of airports). Those aged 65 and over take on average three holidays a year, two of which are domestic.12 They like holidaying in their own country – and this creates many opportunities for coastal towns. A common reason for travel is to visit relatives and family. As retirees get into their 80s they tend to be more reluctant (or unable) to travel far, preferring domestic holidays instead. Retirees are also likely to take longer holidays in preference to short breaks. Mintel reports that over-65s are most likely to have taken a holiday over more than three nights and are also most likely to have taken a holiday of 10 or more nights in length. 14
Retirees seek relaxation from their holidays but many also want to keep active Retirees seek rest and relaxation from their holidays and usually want their destinations to be quiet. For this reason they avoid the peak holiday periods in favour of the ‘shoulder’ months when prices are lower and destinations/attractions are less crowded. At the same time many retirees (particularly those who are in good health) seek moderate activity from their holiday. This may include things such as walking (in gardens or, at the seaside, along the beach) and dancing, and sports such as golf and, sometimes, easy cycling.
7 www.ons.gov.uk/ons/dcp171776_362809.pdf 8 Mintel, Lifestyles of the Over-55s and Seniors, UK (January 2014) 9 http://moneyfacts.co.uk/news/annuities/retirees-better-off-since-the-financial-crisis/ 10 Mintel, Marketing to Retired People, UK (April 2011) 11 Kingman, D. (2012) Spending Power Across the Generations, Intergenerational Foundation 12 http://67d8396e010decf37f33-5facf23e658215b1771a91c2df41e9fe.r14.cf3.rackcdn.com/publications/ABTA_Consumer_SurveyNov.pdf 13 www.lv.com/adviser/working-with-lv/news_detail/?articleid=3213362 14 Mintel, Holiday Review, UK (January 2014) 6
Sector Guide: Retirees
Retirees are interested in learning from their holidays There is abundant evidence that older people value lifelong learning. They also like to use their leisure time constructively and meaningfully. Consequently, many retirees use their new-found free time to pursue a range of formal and informal educational programmes.15 Most are not interested in gaining formal qualifications and instead enjoy studying simply for the pleasure that it brings them. While some pursue learning individually others like to undertake learning within a social context as an opportunity to meet new people. The University of the Third Age (www.u3a.org.uk) is one example of an organisation which caters for this interest. More broadly, many older people enjoy taking up new hobbies or learning new skills (such as painting or learning a language) and many local colleges now offer courses in such subjects. Similarly, many retirees are interested in holidays which give them an opportunity to learn and discover new things. Some enjoy ‘edu-tourism’ and take a holiday focussed on learning about a particular topic or developing a particular skill. Others take a more general holiday but are interested in the opportunities for learning and discovery which the destination offers. Many older people are interested in history (many are members of the National Trust or English Heritage) which means that they enjoy visiting heritage attractions and learning about the history and culture of their holiday destination. Since many retirees enjoy gardening as a hobby they are also likely to visit gardens, particularly those connected to country houses. However, unlike empty nesters, retirees tend to be less interested in visiting the natural environment and countryside. 15 I. Patterson, Growing Older: Tourism and Leisure Behaviour of Older Adults, CABI Publishing 2006
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Nostalgia and reminiscence can be an important part of holidays
that the (later) retiree market offers high occupancy (due to their longer stays) but relatively low spend.
Older people have lower levels of internet use
Some older people may want to revisit places that they had visited when they were younger. Their reasons are to reminisce and connect with pleasant memories from the past. They may also want to share these memories with children and grandchildren. Given that many older people grew up in a context where domestic beach holidays were the norm this creates opportunities for coastal resorts to cater for such nostalgic interests.
There is something of an assumption that retirees do not engage with the internet. Certainly their use of the net is lower than that of all other age groups. However, 67% of those aged 65-74 had access to the net at home in 2014, although only 32% of those aged 75+ said the same.17 Therefore, it is only the very elderly who do not use the net (and have little interest in doing so). Generally those aged over-65 are ‘narrow’ users of the net in that they visit a smaller number of sites and use it for a narrower range of purposes. In particular, older people are often more reluctant to make purchases online and have very low rates of social media use. However, Mintel reported in 2011 that 56% of retirees used the internet to research holidays.18
Many retirees prefer organised (package) holidays Many older people tend to want to avoid the hassle of organising their own holidays (and are less likely to book independently through the internet). In addition, older retirees often want to avoid driving their own cars on Britain’s increasingly crowded roads. Therefore they tend to prefer organised (or package) holidays. This may take the form of the traditional coach tour, but there are many other types of holiday package available to older people – including cruises, cultural itineraries, walking/ cycling holidays, educational holidays and escorted holidays. Retirees make more use of the traditional travel agent than younger age groups.
Nevertheless, the situation is changing as ‘younger’ retirees develop greater familiarity with the online world. For example, in 2013, 7% of over-65s used a tablet to book a holiday online and this figure is increasing. Moreover, the proportion of older people using the internet will increase in the future as the current generation of empty nesters (who are very comfortable with using the net) reach retirement.
They tend to be careful with their holiday spending, particularly in the later years of retirement
Many retirees take ‘intergenerational’ holidays with their children and grandchildren
A recent survey found that retirees tend to be highest-spending in the first five years after retirement (when they take, on average, 20 nights holiday a year).16 This is the stage when they tend to take luxury foreign holidays. After this many retirees are conscious that they need to live within their means during the rest of their retirement. Therefore, while they want to enjoy their holidays, they avoid being extravagant. This means that, like all consumers, retirees are looking for value for money and are interested in special offers and discounts. For seaside accommodation this means
While retirees are often affluent not all their adult children are (particularly if they have families of their own). Many younger families have struggled during the recession especially if they are trying to save to buy a property. Consequently, retirees will often pay for a holiday for their extended family (including their grandchildren). Such ‘intergenerational’ family holidays are increasingly common (for more details see the Families sector guide).
16 www.lv.com/adviser/working-with-lv/news_detail/?articleid=3213362 17 Ofcom, The Communications Market Report (August 2014) 18 Mintel, Marketing to Retired People, UK (April 2011)
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What do visitors want?
Sector Guide: Retirees
Retirees prioritise comfort and cleanliness Having worked hard all their lives, retirees are not normally interested in ‘roughing it’ when they go on holiday (for example, they usually aren’t interested in camping). Instead, retirees – even those who are holidaying on a budget – will usually make personal comfort a priority. Indeed, comfort is more important to them than trendy or fashionable design. They will require well-equipped bedrooms (with comfortable armchairs) and en-suite facilities. In particular they will require their accommodation to be clean and hygienic.
Retirees value individual and personalised service Older people value accommodation where they are treated as individuals. For this reason they tend to shun budget hotels in favour of privately owned hotels or B&Bs which offer a more personalised form of service to their customers. They appreciate hotels and B&Bs where the staff recognise their particular needs as older citizens and where they are treated with respect and dignity. Having found a hotel/B&B which they like, older people will often return to it in subsequent years.
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Older people may have special dietary needs A healthy balanced diet (with plenty of fruit and vegetables) is as important to older people as to younger generations. Moreover, many older people are interested in eating healthily when on holiday and will look for choice and variety in the meals they are offered. The amount of food needed decreases with age and many older people may prefer smaller or ‘lighter’ portions. Some may have particular dietary needs (often associated with a particular medical condition) and will look for these needs to be met by accommodation and restaurants. Many older people will also welcome the opportunity to take afternoon tea (which is also a way of socialising with other guests).
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Older people may have particular requirements from their accommodation Retirees who are using their own transport will look for convenient parking in (or close to) their accommodation. Active retirees will also want their accommodation to be conveniently located close to the beach, town centre, attractions and transport links. Older people – particularly those with mobility problems – have particular requirements. These include things such as lifts to all floors; step-free access to reception, dining room and bedrooms; handrails in bathrooms; walk-in showers instead of baths; low beds; wheelchair accessible rooms; fridges in bedrooms for storing medication; and staff to help with carrying luggage. However, older people are less bothered about internet access in their bedrooms (although this will change in the future). Some older people will look for twin (rather than double) beds. Given that their stays are longer than average they will also want plenty of wardrobe and drawer space. Within their hotels, many (although not all) retirees will look for communal areas (such as lounges, outside seating areas and sun terraces) where they can read, pass the time, and meet other guests. Many will also welcome collective evening entertainment (such as cabaret or bingo) that enables them to pass the time and socialise with other guests.
Older people have particular requirements from their destinations Many retirees – particularly those who are still physically fit – like to keep active on their holidays. Therefore they will look for plenty to see and do. They enjoy walking in parks and public gardens (although they will appreciate plenty of benches) and visiting museums. They will appreciate resorts which offer plenty of public toilets. But they also enjoy relaxing and watching the world go by – and many are still attached to the traditional deckchair (which has almost disappeared from some resorts).
And what they don’t want… Retirees don’t want to be defined or targeted by their age. After all, nobody wants to be reminded that they are getting older! Instead, they want to be defined as people with particular interests, attitudes and aspirations. Marketers agree that the way to reach older people is to meet their needs, focus on healthy and active lifestyles, and emphasise positive role models.
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What are the opportunities?
Sector Guide: Retirees
The seaside is traditionally a popular destination for retirees and older people. As the ‘Why is it impor tant?’ section discussed, retirees make up around a quar ter of visitors to seaside towns (although in some towns the proportion is much higher). Seaside resor ts need to retain this market but also increase their popularity with the next generation of retirees (empty nesters). In addition, there are also opportunities to expand the popularity of the seaside with current retirees.
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Sector Guide: Retirees
Retirees like to visit destinations when they are quieter Retirees generally avoid the peak summer holiday period, preferring to take their holidays later when things are cheaper and less crowded. For seaside businesses this is an opportunity to extend the season and generate additional business in the ‘shoulder’ months (as many seaside hotels have long recognised).
Many retirees like to return to the same destination but others are eager to see new places Some retirees are rather conservative in their views and requirements, and are not particularly interested in trying new things. Hence they will often return to the same destination year after year. Others, however, are eager to see new places and have new experiences. This creates opportunities for seaside towns to promote themselves as interesting new places to visit with plenty for their older visitors to see and do. However, in promoting themselves to retirees seaside towns need to stress different attractions, activities and experiences from those aimed towards other market segments (such as families or empty nesters).
Seaside heritage has untapped potential Older people are interested in heritage (as also are empty nesters) and seaside towns have plenty of it. For example, many towns have a quaint old town (often centred on a harbour) containing a range of Georgian and Victorian (and occasionally, medieval) buildings. They also feature a range of iconic seaside architecture including Victorian theatres, winter gardens, piers, promenades, parks and bandstands. Many seaside towns also host fine Art Deco buildings and pavilions. Seaside heritage has long been overlooked but is finally getting ‘official’ recognition from organisations such as English Heritage. Seaside resorts can do much more to promote their distinctive heritage to the retirees market (through, for example, supporting local museums and developing short self-guided heritage trails). Retirees have long visited the seaside for rest and relaxation but they can also be encouraged to visit seaside heritage as well.
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Seaside towns can cater for nostalgia and a growing interest in the traditional seaside holiday As they get older many people can get nostalgic about their own pasts. Nostalgia is often criticised as sentimental and self-indulgent but instead it should be regarded as a positive emotion that is important for senses of self-identity. Many older people are eager to revisit the places where they visited and played as children. And since many retirees regularly visited the seaside when younger they often use their contemporary visits to ‘connect’ with their own pasts, and capture the memories of their youth. The distinctive sights, sounds and smells of the seaside are strong triggers for reminiscence and nostalgia. More broadly, there appears to be growing nostalgia (and not just among older people) for the traditional seaside holiday. Think, for example, of the growing popularity of Donald McGill’s seaside postcards, the increasing number of old penny arcades, or the enduring appeal of candy floss and donkey rides. Some resorts – such as Llandudno and Southport (and, to a lesser extent, Cromer, Eastbourne and Blackpool) pride themselves on offering a ‘traditional’ seaside holiday. There is scope for resorts to have confidence in the ‘vintage’ seaside holiday – older people are interested, but so too are other visitor groups.
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Sector Guide: Retirees
Seaside towns can emphasise opportunities for activity and moderate exercise
Seaside towns are popular destinations for ‘social tourism’
Many older visitors are interested in physical activity and exercise at the seaside and therefore resorts can highlight the opportunities that they can offer (such as walking along the beach, easy cycling along the promenade, ballroom dancing, golf, or swimming in the sea). Other visitors segments (such as DINKs/SINKs and empty nesters) are also interested in activity and adventure at the seaside so that promotion for retirees needs to stress different activities and experiences from those targeted at other segments.
Social tourism is about providing opportunities for holidays to disadvantaged people and those on low incomes who would not otherwise be able to afford a holiday. There are many charities such as the National Benevolent Fund for the Aged (see www.nbfa.org.uk/how-we-help/holidays) which organise holidays to the seaside for less affluent retirees. This gives them an opportunity to get away and also meet new people. This is not a high-spending market (and not one which all resorts would want to pursue) but it is a way of generating additional business at the seaside outside of the peak season.
Seaside towns can emphasise the health benefits of the seaside
The seaside is an ideal place for intergenerational holidays
The seaside has long been thought of as a healthy place, but recent academic research is increasingly confirming the health benefits of being by the sea. For example, sunshine helps in the production of Vitamin D (important for older people). Sea water can be good for skin conditions and improves the appearance and elasticity of the skin. Sea air helps the body absorb oxygen whilst also neutralising ‘free radicals’. Fresh seaside air can help sleeping, while the sound of waves breaking induces relaxation.19
Many retirees have the means to pay for their extended family (adult children and grandchildren) to go on holiday together. There are many opportunities for seaside towns to promote themselves as destinations for such ‘intergenerational’ family holidays. The seaside is familiar, easily-accessible, and enjoyed by all generations. Older people can use their visit as an opportunity to recapture childhood memories but they can also delight in seeing their grandchildren enjoying the beach. Given that an increasing number of intergenerational holidays are centred on family celebrations (such as retirement, 70th birthdays or golden wedding anniversaries) seaside hotels and B&Bs can also promote themselves as the perfect base for such occasions.
Older people have long recognised the health benefits of the seaside (witness the popularity of seaside retirement). However, there is an opportunity for seaside towns to place greater emphasis on the healthy properties of the seaside – for all generations – in their promotion and advertising.
19 www.telegraph.co.uk/health/dietandfitness/3355947/Be-beside-the-seaside; www.dailymail.co.uk/health/article-102698/Three-health-benefits-sea.html
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Sector Guide: Retirees
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Sector Guide: Retirees
Ways it can make a difference to your business 1. Can your accommodation offer comfortable rooms which give retirees peace and quiet? Retirees are looking for relaxation from their holidays. As such they will expect their accommodation to be comfortable and peaceful. They will not welcome disturbance from noisy families or lively young people. Can your accommodation offer such quiet rooms which are well away from those where families or young people are staying? Do you seek to make sure that they aren’t allocated rooms above the bar or function room? Your older visitor may (currently) be less likely to complain on Tripadvisor if they’re not happy but they can find other ways to voice their opinions if they’re not satisfied. 2. A re your rooms appropriately equipped for retirees who are less mobile? Older retirees (particularly those who are less mobile) have particular needs from their accommodation. These include lifts to all floors; step-free access to bedrooms, reception and dining rooms; handrails in the bathroom (and sometimes a walk-in shower rather than a bath); wheelchair accessible rooms; low beds; fridges in bedrooms for storing medication; and staff to help carry luggage. Are you able to cater effectively for your older visitors by meeting these needs (at least in some of your bedrooms)? 15
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3. Do your rooms offer plenty of space for longer staying visitors? Older people tend to take longer stays (sometimes up to 2 weeks) when visiting the seaside. This means that they will require spacious, comfortable rooms (nobody wants to feel that they are ‘cooped up’ in a tiny room for a fortnight). And they will want plenty of wardrobe and drawer space to store all their clothes and belongings (rather than leaving out of a suitcase). Can you offer them rooms which will meet these basic needs? 4. Can you cater for the special dietary needs of retirees? Retirees and older people enjoy good food and drink as much as anybody and many look to eat a healthy, balanced diet. Are you able to offer them this? Older people often want smaller portions so are you able to offer them ‘lighter’ options? Some older people have special dietary needs which may be linked to a particular medical condition – do you have the flexibility to cater for special diets? And it may seem obvious, but afternoon tea is often very popular with retirees and older visitors. 5. Are your staff trained to deal with older visitors? Whether you run an attraction, hotel or B&B it is important that your staff know how to deal with older visitors if you want to retain (or expand) this market. Older people appreciate personalised service and being treated as individuals rather than as just another visitor. However, they may also sometimes be demanding, set in their ways, or difficult to please. Are your staff fully aware of how to deal with retirees and older visitors? Insensitive treatment of older people could ruin someone’s holiday. And do your staff know how to deal with an older person who has a disability? Is there anything you can do to give them additional training?
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Sector Guide: Retirees
6. I s your destination making the most of its heritage? Retirees and older people have a particular interest in heritage. Seaside towns have a lot to offer but, until recently, they haven’t made much of it. Can your destination to more to exploit its distinctive heritage for older visitors? For example, it could work with local civic and historical groups to produce an easy town trail (with plenty of convenient stops) or an architecture guide? It could support the development of a local museum. And local historical groups could be encouraged and supported to develop a programme of talks, exhibitions and guided walks? Also, don’t forget that there is increasing nostalgic interest in the traditional seaside holiday. Can your destination, attraction or accommodation do more to cater for this interest? Can you develop products or experiences with a ‘vintage’ or traditional seaside theme? 7. C an your destination, attraction or accommodation host educational breaks for older people? Many retirees and older people are enthusiastic about learning new things – whether it’s history, a new language or how to paint. And there is a growing market for educational holidays among older people. Can your destination, attraction or accommodation host such educational holidays? For example, many seaside towns have a fascinating history which can be put into an attractive package involving guest speakers and local excursions. Similarly, the seaside is an ideal destination for painting holidays. Are you making the most of all the possibilities offered by the ‘learning in retirement’ market? 8. Does your destination make clear what it can offer retirees in the way of activity and exercise? Many retirees are keen to stay active and are looking for opportunities for (moderate) exercise when they visit the seaside. Does your destination highlight the opportunities? For example, the beach is a great place for walking, while the promenade is an ideal setting for gentle cycling. And many resorts/hotels offer opportunities for ballroom dancing.
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Sector Guide: Retirees
9. Don’t underestimate the importance of the internet. It’s a misconception to think that older people don’t use the net. More than two-thirds of them have access to the net at home and, while they may be more cautious about buying online, many do use it to research their holiday destinations. And keep in mind that future generations of retirees (empty nesters who are still in work) are very familiar with using the web (and empty nesters are avid users of Tripadvisor and pay particular attention to negative reviews). If you want to appeal to the retiree market you need to make sure that your website is friendly and accessible to older people – you can find some useful guidance in the ‘Where to get help’ section. 10. Make sure that you’re aware of your legal responsibilities towards disabled elderly people. The 2010 Equality Act (which replaces all previous discrimination legislation) requires business to treat all their customers equally. It is, for example, now illegal to discriminate against people on the basis of age. One aspect of the act which is of particular relevance to the older visitors is disability. 27% of the UK population has some sort of long term health condition or disability and tourism business are now required to make ‘reasonable adjustments’ to cater for the needs for people with mobility or sight difficulties. You can find further information in the ‘Where to find help’ section. Providing a good service for visitors with access difficulties makes good business sense: VisitEngland reports that tourism businesses which have improved their accessibility often find that their customers are very loyal and likely to return. 18
Sector Guide: Retirees
Learning from success stories Warner Leisure Breaks www.warnerleisurehotels.co.uk Warner Leisure Breaks is a company which specialises in holidays for active retirees. Although the company does not specifically mention older people on its website, its target market is clear through statements like “you’ve spent your life tied to work, family, commitments - now you’re free to do whatever you want”. It offers a range of holiday options including hotels and holiday villages in both countryside and coastal locations. Warner Leisure Breaks is notable for the range of activities which it offers its guests – from walking, rambling, swimming, archery, fencing, golf and dancing. It also offers educational activities (such as wine tasting), quizzes and game shows, excursions to local attractions, and a range of evening entertainments. The company has won many awards including Tripadvisor certificates of excellence for many of its hotels. It won the Travel Agents Choice ‘UK Hotel Group of the Year’ in 2012; Silver for Best Leisure Hotel Chain (2012 British Travel Awards); AA Small Hotel Group of the Year 2011-2012 and is a Which? recommended provider
The Bembridge Coast hotel www.warnerleisurehotels.co.uk/hotels/bembridge-coast-hotel/overview Situated on the Isle of Wight offers guests (adults only) a range of accommodation to suit different budgets. There are a range of daytime activities (archery, rifle shooting, pitch and putt, indoor and outdoor bowls, walking, swimming, zumba, pilates and spa treatments). The hotel also offers a range of evening entertainments. Most of the Tripadvisor reviews are by couples and reviewers praised the hotel for the quality of the rooms, excellent food, and the range of daytime activities and evening entertainments. Many reviews stated their intention to return (or were already on a return visit), illustrating how excellent facilities, activities and entertainment can encourage repeat visits.
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Llandudno: A traditional resort with a big appeal to older people Llandudno in North Wales prides itself on being a traditional seaside resort. The town features fine Victorian buildings (including grand seafront hotels, canopied shopping streets, an elegant promenade, Wales’ longest pier, plus a railway station which has recently been restored in heritage style). It also offers a range of traditional seaside entertainments (such as Punch and Judy and donkey rides). Llandudno is very popular with older people: a 2004 visitor survey reported that 46% of visitors to the county of Conwy (where Llandudno is located) were aged over 55. The resort has plenty to interest older people interested in heritage and nostalgia including a town museum, a ‘Home Front Experience’ (with a 1940 theme), and various town trails (one themed around Alice in Wonderland). There are also open-top bus tours, a range of bus/coach excursions to heritage sites in the surrounding area, and boat trips along the surrounding coast. Llandudno also has plenty for older people who want to keep active. The town’s flat terrain is ideal for walking, but there are also plenty of opportunities for easy walking on the nearby Great Orme (which can be reached by a unique Victorian tramway). An outdoor gym on the promenade for older people also opened in 2013. Llandudno offers a wide range of accommodation including large hotels (that are well geared up to catering for groups of older people) and also family-owned B&Bs Llandudno has worked hard to preserve its Victorian character and, although the resort caters for a diverse audience, it offers an overtly traditional and nostalgic theme which particularly appeals to older visitors.
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Sector Guide: Retirees
Where to get help and further information These websites deal with the issues facing older people: www.ageuk.org.uk/ http://olderpeoplesday.co.uk/ This site contains resources and a discussion forum for older people www.gransnet.com/ These holiday companies specifically cater for older travellers: http://travel.saga.co.uk/ www.ageuk.org.uk/products/holidays--travel/ www.grandukholidays.com/ www.onetraveller.co.uk/ www.disabilityholidaysguide.com/holidays-for-the-elderly.aspx This site is a review and advice site specifically catering for the older traveller: www.silvertraveladvisor.com/ Some useful articles about marketing to older people: www.rhcadvantage.co.uk/blog/10-rules-of-marketing-for-older-people www.the50plusmarket.com/Downloads/Not_another_article_about_marketing_to_the_over_50s.PDF www.internetmarketingacademy.com/blog/internet-marketing-to-older-generations/ For useful advice about how to make your website easy to use for older people see: www.nia.nih.gov/health/publication/making-your-website-senior-friendly#organize https://econsultancy.com/blog/62815-six-design-tips-for-making-your-website-senior-friendly#i.3si10418fe47vn www.w3.org/WAI/older-users/ For information on the 2010 Equality Act and the sort of adjustments which tourism businesses are required to make see: http://www.visitengland.org/busdev/bussupport/access/buscase/Legal-Obligations.aspx http://www.visitengland.org/busdev/bussupport/access/index.aspx http://www.guidedogs.org.uk/media/1488956/Access_to_Hotels.pdf
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Where to get help and further information
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Sector Guide: Retirees
Sources used in compiling this guide • • • • • • • • • • • • • • •
therton, J. (2010) ‘Aging and coastal communities’ in J.K Walton and P.Browne (editors) Coastal Regeneration in A English Resorts – 2010, Coastal Communities Alliance Market Research Group/VisitBlackpool (2013) Blackpool Visitor Survey November 2013 National Coastal Tourism Academy (2014) Bournemouth Visitor Survey 2013 Natural England (2013) Monitor of Engagement with the Natural Environment: The national survey on people and the natural environment: Annual report from the 2012 - 2013 survey Office for National Statistics (2011) Social Trends 41: Lifestyles and Social Participation Patterson, I. (2006) Growing Older: Tourism and Leisure Behaviour of Older Adults, CABI Publishing South West Research Company (2012) Weston-Super-Mare Visitor Survey 2011 South West Research Company (2013) English Riviera Visitor Survey 2012/13 South West Tourism (2004) South West Tourism Brand Clusters South West Tourism Alliance (2009) Profile of Potential Visitors, 2009: Customer Segments and Marketing TNS/Visit Brighton/VisitEngland (2013) Brighton: Visitor Satisfaction and Growth Potential VisitEngland (2013) Domestic Leisure Tourism Trends for the Next Decade VisitEngland (2013) GB Tourism Survey (England Domestic Overnight Holidays – Summary) VisitBritain (2013) International Passenger Survey VisitEngland/VisitScotland/VisitWales (2014) The GB Day Visitor 2013
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