Travel Tech

In 2014, 69% of US consumers that are 55 years or older will make use of the Internet, which represents 23% of the total internet population. As using the internet becomes increasingly common and popular among seniors, they are heading to the online sphere to perform a variety of tasks, including planning and booking holidays (eMarketer).

A recent study by AARP predicts that over eight in 10 US consumers aged 50 and older make use of websites to plan and book their leisure trips. Especially within the cohort of 60-69 year olds the online travel penetration is extremely high (91%). Also the higher income groups are more likely to plan and book their holidays online.


Although the statistics are based exclusively on the US market, the main implication is applicable across European and Asian markets as well, due to the similarity in demographics. That is, due to advances in diets and medicine men and women are living longer and are healthier and more active than previous generations. Many will also be wealthier. Following Amadeus Active Seniors in the next 15 to 20 years time will generally be more youthful and adventurous than previous generations.


Technology innovations play a key part for this market segmented. Providing senior travellers the opportunity to customise travel itineraries, thereby allowing them to take more control over the trip experience will be increasingly critical. For example, enabling them to book extra leg room for long-haul parts of their journey and a standard seat for short haul parts to save money is a feature that could help winning them over as customers. In addition, with senior citizens becoming the biggest demographic group in many developed nations, it will be more and more important to address their unique information needs. Health and accessibility related information is important for their travel planning and decision making behaviour. This provides a great opportunity for DMOs, who can satisfy those specific needs. For instance, offering dedicated smartphone apps or customised online maps on their website, will deliver critical information that can help convert website visitors into customers.


More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
Show more
© 2017 Digital Tourism Think Tank