Older travellers as a critical sector of the tourism industry, now and in the future: overcoming myths and stereotypes

Robert Butler, an American gerontologist and the first Director of the National Institute on Ageing in the United States, coined the term ‘ageism’ in 1969 to describe discrimination against older people. Butler challenged the negative attitudes and attempted to raise societal awareness about issues surrounding population aging, “The tragedy of old age is not the fact that each of us must grow old and die but that the process of doing so has been made unnecessarily and at times excruciatingly painful, humiliating, debilitating, and isolating through insensitivity, ignorance, and poverty” (Butler, 1975, pp. 2–3). Since then, Meisner (2021) has noted that definitions of ageism have widened to encompass cognitive (such as age stereotypes and beliefs), affective (such as age prejudice and attitudes), and behavioural (such as age discrimination) components.

Ageism has been found to have harmful effects on the psychological well-being of older adults, which can lead to mental health problems such as depression and anxiety (Kang & Kim, 2022). These negative stereotypes include suffering from poor health and loneliness, physical and cognitive incompetence, unproductivity and unattractiveness (Reissmann et al., 2021). Ageism can also be a major barrier to enacting effective governmental policies and developing action strategies for healthy ageing. This was recognised in a systematic review of the impact of ageism on health, commissioned by the World Health Organisation (2021), which included 422 studies from 45 different countries. This review found that in 405 (96%) studies, ageism was associated with the worst outcomes in all the health domains that were examined.

Based on these changing global ageing trends, there has been a growing recognition that older travellers want to travel more and are increasingly accounting for a greater share of holiday spending (Patterson, 2018). In the future, it has been forecast that older adults will be regarded as one of the most significant growth markets in the tourism industry. One of the reasons for this is because in the future older adults will be regarded as one of the most significant growth markets in the tourism industry (Patterson et al., 2021), because they are considered to be the richest generation in the world. Baby boomers, born between 1946 and 1964, are currently the wealthiest generation, with the average Boomer worth $1.2 million, according to Fortune (Carbonaro, 2023).

Because of this, one of the global challenges that tourism providers face is to recognise and provide services and programs that meet the needs of older travellers aged 65 years and over. It has been forecast that by 2025, travellers aged 65 and older will more than double their international travel to 180 million trips, accounting for one in eight international trips globally (Visa, n.d.). In Europe, it has been acknowledged that almost half (49%) of all people aged 65 years or older have participated in at least one tourism experience (Eurostat Statistics Explained, 2020). In addition, older travellers are travelling more frequently and now account for nearly 1:4 of tourism nights for private purposes. This is because many older travellers can afford longer trips and are focused on comfort and health rather than saving money, preferably in their country of residence, where they often stay in non-rented accommodation, such as holiday homes that they own (Eurostat Statistics Explained, 2021).

Nevertheless, in the past, the needs of older travellers have been largely unmet and often undermarketed. Researchers (Le Serre, 2008) noted that the senior tourist segment represents a profitable source of revenue for companies in the tourism sector, not only due to its growing size, but also because of the increased discretionary time available for travel. However, the tourism sector has been slow to respond and lacks senior-friendly products and services (Alén et al., 2015; Wan, 2015). Many tourism marketers continue to treat senior consumers as a single, homogeneous market (Esiyok et al., 2018). However, demographic studies have shown significant differences in the travel needs of different cohort groups (Mary et al., 2020). One group in particular are older travellers with specialised health needs, who require individual care as well as the provision of accessible facilities (Lee & King, 2009; Mary et al., 2020).

It is pleasing to note that a growing number of developed countries are now recognising the importance of providing services and programs for older travellers, who are becoming a priority market due to their rapid increase in numbers (Alén et al., 2015; Francescato et al., 2017). Many are healthier, wealthier, more technologically savvy, climate and eco-conscious, and more mobile than previous generations (Patterson, 2018).

With increasing age, studies have shown that functional limitations become more prevalent, and many older adults can develop one or more physical limitations that impact their ability to travel (Sundling et al., 2016). These include health-related problems such as impaired vision and hearing loss, as well as knee and hip problems (Hunter-Jones & Blackburn, 2007). As a result, it was a common stereotype that these health-related problems generally restrict seniors from travelling. Furthermore, studies in the past have mainly focused on health-related matters such as illnesses after returning from holidays, contracting malaria, sexually transmitted diseases, accidents and injuries incurred while travelling. Additionally, several transportation barriers were identified for older adults, particularly those with functional limitations. Examples include accidents during boarding or alighting, distances to a bus stop, and feelings of insecurity when travelling alone (Wretstrand et al., 2009).

Because tourism providers often stereotyped older consumers as having functional limitations, this often led to the older generation being overlooked, underserved, and often ignored as they were regarded as a lower market priority. Early attempts at marketing tourism to older adults were perceived as unrealistic and not truly representative of the diverse generations of older adults. Oró Piqueras and Falcus (2017, p.122) suggested that “advertisements on holidays and vacation packages directed at the senior population show images of athletic and dynamic citizens in their sixties and seventies. Silver white hair, wide smiles and tanned skin characterise the retired tourists in most advertising campaigns.”

It is still rare to see older individuals pictured in advertising, and this trend has been consistent over the years (Prieler & Kohlbacher, 2011). Prieler and Kohlbacher (2011) concluded that older people and especially older women are underrepresented in most television advertisements in Japan. In the United States, Hsu (2019) reported on a study by the American Association for Retired Persons (AARP) that found that this demographic is “shunned and caricatured in marketing images, perpetuating unrealistic stereotypes and contributing to age discrimination” (The Business Times, 2019).

Eisenberg (2018) in Forbes commented on a report on ageing by McCann, a leading global marketing services company. McCann conducted one of its largest investigations of 28 quantitative marketplaces with approximately 24,000 global responders. The authors of this study titled it “Truth about Age” and concluded that rather than concentrating on numbers, marketers should shift from age segmentation with an emphasis on chronological age, toward what they termed ‘attitudinal segmentation’. That is, advertisers need to think differently about ageing and advocate the need to adopt a new theme, which is: ‘Age is becoming a less reliable indicator of just about anything’.

Stončikaitė (2022) concluded that previous attempts to market tourism to older consumers have tended to increase the types of prejudice and social exclusion that many older people experience. As a result, she believed that it is very difficult and unrealistic to provide suitable products and services, as well as marketing and communication strategies that go beyond age and statistics. One study that achieved this was Pesonen et al. (2015) who studied senior travellers who were users of tourism information technology and found that age was nor a barrier to using technology, as there was no special marketing or website design that senior travellers needed; And that a good website will cater for both the needs of younger as well as older consumers. An empirical study by Tuomi et al. (2023) surveyed 357 Finnish older adults who were aged 60 years and older to determine their acceptance and use of digital cultural tourism services. Their findings indicated that the COVID-19 mobility restrictions have accelerated the use of technology amongst the older adult population, and that digital cultural tourism services were seen to complement in situ cultural tourism experiences to some degree.

Tourism is regarded as one of the largest, most resilient and dynamic sectors in the world today (Streimikiene et al., 2021). Its weight in the GDP, as well as its contribution to employment, makes it a fundamental pillar of the world economy. Its resilience is seen with more than 900 million tourists travelling abroad in 2022, which is double the number in 2021, although it is still 63% below pre-COVID-19 pandemic levels. The Middle East has enjoyed the strongest relative increase in tourist arrivals, reaching 83% of the pre-pandemic numbers. In 2023, it has been forecast that international tourist arrivals could reach between 80% and 95% of the pre-pandemic levels (UN Tourism, 2023).

With the government's emphasis on promoting healthy lifestyle strategies, many older adults are now actively engaging in travel behaviour to enhance their post-retirement lives (Sien Leong et al., 2023). The older population has been increasing in size in recent years, and for many, this has led to an unprecedented level of affluence, independence, good health, and leisure time (Alén et al., 2015; Musa & Sim, 2010; Patuelli & Nijkamp, 2016). In the future, older adult tourism is expected to account for a sizable share of all holiday expenditure and will be the fastest-growing and most significant potential driving element for the tourism and hospitality industry (Patterson, 2018; Stončikaitė, 2022). The greater disposable income and increased time, along with seasonal adaptability and more frequent and longer-distance journeys, make this generation more important to the travel industry than other age groups (Alén et al., 2015; Balderas-Cejudo et al., 2019; Sharma & Swamy, 2019).

As a result of the promotion of tourism for older populations, the global hospitality and tourism industry is undergoing significant changes, not only due to COVID-19-related travel restrictions but also due to major technological advancements. The Office of Economic Development & Competitiveness (2020) stated that governments need to consider the long-term implications of the Covid-19 pandemic by capitalising on digitalisation, supporting low-carbon transition, and promoting the structural transformation needed to build a stronger, more sustainable and resilient tourism economy.

One of the technological advancements is the evolution of the metaverse. The metaverse is defined as a collective, persistent, and interactive parallel reality formed by the fusion of all virtual worlds into a single, seamless universe (Gursoy et al., 2022). That is, the metaverse provides immersive experiences in both virtual and physical environments. Allowing users to seamlessly traverse between them. This includes attending meetings, concerts, and visiting museums, as examples, which can be delivered in the metaverse without sacrificing any of the expected benefits, thereby decreasing their carbon footprint while saving time and money. Buhalis et al. (2023) stated that the metaverse is likely to revolutionise travel and tourism management and marketing in the future. It empowers destination awareness, positioning and branding, as well as coordination and management through providing opportunities to support trip planning, interaction and engagement, which effectively transforms consumer behaviour.

Forecasting the future of the tourism sector is becoming increasingly challenging due to the rapid pace of technological innovation and shifting consumer expectations. One example of this increase in technological advancement is the study by Fennell (2021), who stated that new technology is likely to create a new market for what he termed a ‘surrogate ecotourism experience’. This allows tourists who have accessibility needs (such as people with disabilities and older people) to remain in their homes and to employ local guides to facilitate personalised, interactive, real-life tours through virtual reality experiences. However, there is strong evidence to suggest that many of the low-income social groups, such as older people on government pensions and/or people with disabilities, will be excluded from tourism activities in the future (Alves et al., 2020). Chikuta et al. (2017) strongly advocated that more research is needed that focuses on tourists with disabilities.

There is little doubt that the needs and wants of older tourists are changing and becoming significantly different from those of previous generations in terms of the number, duration, and mode of travel they take, as well as their trip preferences (Alén et al., 2015). Marketers and travel companies are increasingly targeting the older generations as a growing market because they are “healthier, financially well-off, better educated, and have a greater desire for novelty, escape, and authentic experiences than previous cohorts of retirees” (Patterson & Pegg, 2009, p. 254). Because of their higher disposable time, seasonal adaptability, and more frequent journeys, this generation is critical for the future growth of the travel sector”. However, negative or ageist attitudes towards older people still exist. With the increasing demand for older travel in the future, this presents an ongoing challenge for tourism providers, as many key stakeholders lack a basic understanding of their needs and expectations (Bakucz et al., 2021).

In addition, many older travellers are now redefining their expectations. They are looking for tailor-made journeys with a paradigm shift from one that previously valued products and services, toward the goal of providing ‘memorable experiences’. Tung et al. (2011) concluded that the senior market is becoming increasingly interested in revisiting many of their memorable experiences that may have occurred at critical stages throughout their lives. This is because many are losing interest in pre-packaged standardised tourism programs and are preferring tailor-made, unique and authentic experiences (Patterson, 2018; Patterson et al., 2021).

Thus, older people are placing greater demands on the travel industry to provide a wider variety of destination options than previously, catering to their special needs. As a result, holiday tours are becoming more specialised, with special-interest tours becoming increasingly popular. Baby boomers are seeking a broader range of adventurous, educational, and cultural experiences. However, the role of age needs to be taken into consideration when choosing adventure experiences. Osland et al. (2017) found that as the perceived years of physical ability to travel decrease, the tolerance for safety risk increases. Overall, tourism providers are now seeing a shift in motivations away from holidays for relaxation, entertainment, and shopping, to travelling for ‘real-life’ experiences.

This presents distinct opportunities for tourism organisations to offer a range of memorable experiences that are active, participatory, and respectful of local communities in their natural surroundings. To meet the sector's requirements, providers will need to adapt, which requires them to grasp the nuances of new and emerging customer motives and preferences.

Qiao et al. (2022) helped to unify the literature on senior tourism by combining the research studies on people with disabilities and re-naming them ‘accessible tourism’. They selected a total of 213 articles on accessible tourism from the core collection database of Web of Science (WoS) and analysed them using Cite Space. They concluded that over a 13-year period between 2008 and 2020, there has been an increasing number of studies published on accessible tourism, but overall, the base was still relatively small.

Accessible tourism is now a term accepted and used by the UNWTO to describe the right of every person to have equal access to tourism opportunities, regardless of their origin, age, gender, or type of disability. In their Report ‘Promoting accessible tourism for all (https://www.un.org/development/desa/disabilities/issues/promoting-accessible-tourism-for-all.html), the United Nations (n.d.) stresses the importance of recognising the rights of the world's ageing population. For many older and less mobile individuals with access needs, this can become a significant obstacle when travelling or touring. The report highlights the importance of accessibility to enable older tourists to participate fully in society well into their later years.

Strategies that enable accessible tourism to occur in the future must be implemented by destination management organisations (DMOs). Sein Leong et al. (2023) surveyed 227 Malaysian respondents and found that safety and cleanliness were the most important attributes for a senior-friendly destination. Other attributes deemed important by senior tourists included the availability of accessible facilities and barrier-free public transportation. They concluded that destination managers (DMOs) need to provide more welcoming, accessible, and inclusive destinations for older people. A senior-friendly tourism environment enables all tourists, whether healthy and active or weak and frail, to participate in the widest range of community and leisure experiences tailored to their abilities.