Mature Movers: Does travel start at 60?

Mature Movers: Does travel start at 60?

For a person to travel they ask themselves a few questions. The first is:

“Do I have the time?”

Time that is free of obligation in which they have the freedom to do whatever they desire, whether it is a quick weekend minibreak or an indefinite round-the-world trip.

Once a period of time has been set aside, the obvious follow-up question is simply:

“Can I afford to go?”

Again, this falls on a spectrum ranging from the shoestring budget to the luxurious trip of a life time.

There are one group of people who say yes far more often to both of these questions: retirees, or Mature Movers as we like to call them. They have been found to be the most time affluent and tend to have the largest amount of disposable income of all age demographic groups, according to a study carried out by Merrill Lynch & Age Wave in the US. Why is it, then, that travel brands do not try to attract this group with more energy?

If you are in any doubt that the Mature Movers have got the travel bug, you need only speak to someone of this generation, or look at the statistics, to see your folly. The same study shows they have spent more on travel in the year previous to the research than any other group and are expected to spend an estimated $4.6trillion on leisure travel in the next 20 years. The well-documented attitudes of those age groups that fall into the ‘millennial’ bracket show they crave experience, but this is by no means exclusive to the young. 95% of retirees asked, said they would pick experiences over possessions while just under 90% view retirement as an opportunity for new beginnings: a time for adventure. With life expectancy predicted to continue to grow, why is it that this group is so underserved by the travel industry? How can your brand target and connect with this group to harness the energy and adventure that comes at this lifestage?

If you are in any doubt that the Mature Movers have got the travel bug, you need only speak to someone of this generation, or look at the statistics, to see your folly. The same study shows they have spent more on travel in the year previous to the research than any other group and are expected to spend an estimated $4.6trillion on leisure travel in the next 20 years.

The well-documented attitudes of those age groups that fall into the ‘millennial’ bracket show they crave experience, but this is by no means exclusive to the young. 95% of retirees asked, said they would pick experiences over possessions while just under 90% view retirement as an opportunity for new beginnings: a time for adventure.

So if life really does start at 60, why is it that this group is so underserved by the travel industry? How can your brand target and connect with this group to reassure them that life really does begin at 50?

Nick Campbell Nick Campbell