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Retirees
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WHY IS IT IMPORTANT? A retiree is someone who is no longer in work (and therefore dependent upon pensions and savings as a source of income). In 2014 there are 11 million people aged 65 and over in the UK and they make up 17.2% of the population. The number of over 65s is expected to increase steadily in the next decade. The average retirement currently lasts 17 years. Holidays are a major priority for older people. The average retiree takes 3 holidays a year (1 foreign and 2 domestic) and recent retirees spend on average ÂŁ1280 a year on holidays. Within England, retired people account for 7.24 million domestic holiday trips (generating spending of ÂŁ1.76 billion) and 245 million tourism day trips (generating ÂŁ6.5 billion). Retired visitors make up around a quarter of visitors to the seaside (and in some resorts this proportion reaches almost 50%).
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MARKET CHARACTERISTICS
in favour of family-owned hotels or B&Bs. They will also look for communal areas such as lounges and sun terraces where they can relax and socialise with other guests, and will welcome an evening entertainment programme. While they like to eat healthily many will prefer smaller portions and some may have special dietary needs related to a particular medical condition. Older people with mobility problems will have particular requirements such as lifts, step-free access, wheel-chair accessible rooms, handrails in bathrooms, and walk-in showers instead of baths.
Retirees and older people are all too easily stereotyped as frail and plagued by ill-health, but it is important to recognise that this is a very diverse group. Many are fit, healthy, and enquiring and while they are looking for relaxation from their holidays they also want to stay active (for example, through walking, cycling, dancing and golf). Many retirees like to use their leisure time constructively and are interested in learning, discovery and ‘edu-tourism’. They have a particular interest in history and heritage and like to visit museums and gardens.
WHAT ARE THE OPPORTUNITIES?
Many over-65s are comfortably off and are able to afford regular holidays (but a sizable minority are struggling financially and have little spare income for holidays). Retirees tend to be highest spending in the first 5 years of retirement but after this they are more careful in their spending and are as concerned with value-for-money and discounts as many other consumers. They often prefer organised/package holidays but these are much more diverse than the stereotype of the coach tour. Two-thirds of retirees have access to the internet at home and, although they may be less likely to book their holidays on-line, they will use the net to research their destinations.
The seaside is already popular with older people, but there are opportunities to expand this market. Retirees like to visit outside the peak summer season and so generate business in the ‘shoulder’ season. They also tend to take longer holidays. Many older people may return to the same destinations but many more are open to visiting new places. Hence, seaside towns can promote themselves as interesting destinations with plenty for older people to see and do. In particular, they can make much more of their distinctive heritage, and can also cater for growing nostalgia for the traditional seaside holiday. Seaside towns can also promote their health benefits for older people, along with their opportunities for activity and moderate exercise (such as walking along the beach or cycling along the prom). The seaside is an ideal location for increasingly popular ‘intergenerational’ holidays (where retirees pay for a holiday with their adult children and grandchildren). And some resorts may want to expand on out-of-season ‘social tourism’ (holidays for disadvantaged people organised by charities and some local authorities).
WHAT DO VISITORS WANT? Retirees are looking for relaxation from their holidays and will look for clean, hygienic and comfortable accommodation which offers plenty of space and ensuite facilities. They value accommodation where they are treated as individuals and usually shun budget hotels 2
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Sector Guide: Retirees
Ways it can make a difference to your business........................
1. CAN YOUR ACCOMMODATION OFFER ROOMS WHICH GIVE RETIREES PEACE AND QUIET? THEY ARE LOOKING FOR RELAXATION AND WON’T APPRECIATE THEIR ROOM BEING NEXT TO NOISY FAMILIES OR ABOVE THE BAR. 2. ARE YOUR ROOMS APPROPRIATELY EQUIPPED FOR OLDER PEOPLE WHO ARE LESS MOBILE? LIFTS, WALK-IN SHOWERS (RATHER THAN BATHS), HANDRAILS AND A FRIDGE TO STORE MEDICINE CAN ALL MAKE A BIG DIFFERENCE. 3. OLDER PEOPLE TEND TO TAKE LONGER HOLIDAYS AND THEREFORE WILL REQUIRE SPACIOUS ROOMS WITH PLENTY OF WARDROBE AND DRAWER SPACE. CAN YOU OFFER THEM THIS? 4. C AN YOU CATER FOR THE SPECIAL DIETARY NEEDS OF RETIREES? THEY WILL ENJOY A HEALTHY DIET BUT SOME WILL REQUIRE SMALLER PROPORTION AND OTHERS MAY HAVE SPECIAL DIETARY NEEDS LINKED TO A PARTICULAR MEDICAL CONDITION. 5. ARE YOUR STAFF TRAINED TO DEAL WITH OLDER VISITORS? THEY APPRECIATE INDIVIDUALISED SERVICE BUT CAN SOMETIMES BE DEMANDING AND DIFFICULT TO PLEASE. IS THERE ANYTHING YOU CAN DO TO GIVE YOUR STAFF ADDITIONAL TRAINING? 6. IS YOUR DESTINATION MAKING THE MOST OF ITS HERITAGE? OLDER PEOPLE LIKE HERITAGE AND SEASIDE TOWNS HAVE PLENTY TO OFFER (BUT UNTIL RECENTLY THEY HAVEN’T MADE MUCH OF IT). 7. OLDER PEOPLE ARE INCREASINGLY INTERESTED IN EDUCATIONAL HOLIDAYS. CAN YOUR DESTINATION, ATTRACTION OR ACCOMMODATION DO MORE TO HOST SUCH HOLIDAYS? 8. OLDER PEOPLE ARE INTERESTED IN OPPORTUNITIES FOR ACTIVITY AND EXERCISE ON THEIR HOLIDAYS. DOES YOUR DESTINATION MAKE THE MOST OF WHAT IT HAS TO OFFER? 9. DON’T UNDERESTIMATE THE IMPORTANCE OF THE INTERNET! TWOTHIRDS OF RETIREES HAVE ACCESS TO IT AT HOME AND FUTURE RETIREES – CURRENT EMPTY NESTERS – ARE EXTREMELY FAMILIAR WITH USING THE WEB. 10. MAKE SURE THAT YOU’RE AWARE OF YOUR LEGAL RESPONSIBILITIES UNDER THE 2010 EQUALITY ACT TOWARDS OLDER PEOPLE, PARTICULARLY THOSE WITH DISABILITIES.
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Sector Guide: Retirees
CASE STUDIES OF GOOD PRACTICE Warner Leisure Breaks _ www.warnerleisurehotels.co.uk Specialises in holidays for active retirees. Its hotels offer a range of activities and entertainments for guests including walking, swimming, archery, dancing, educational activities, excursions and evening entertainments. Many of its guests regularly return to their hotels in subsequent years (and many first-time visitors state their intention to return the following year). Llandudno in North Wales prides itself on being a traditional seaside resort and has worked hard to preserve its distinctively Victorian character. This gives it particular appeal for older visitors. The town offers traditional seaside entertainments, a range of heritage attractions, opportunities for easy walking along the prom and pier, and a range of bus/coach/boat excursions to the surrounding area. It has a particular appeal to those wanting a nostalgia experience of the vintage seaside holiday. WHERE TO GET HELP AND FURTHER INFORMATION National Coastal Tourism Academy www.coastaltourismacademy.co.uk
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