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In the Travel & Tourism industry
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Population ageing is unprecedented,
a process without parallel in the history of humanity…
“Population ageing is unprecedented,
a process without parallel in the history of humanity…”
United Nations, World Population Ageing Report
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“… the number of over 65s will increase by 34%, creating a significant increase in senior leisure travellers”. “We estimate that this will create a doubling in
the number of over 65 leisure travellers to Asia Pacific destinations by 2030”.
Shaping the future of travel in Asia Pacific. Amadeus/Frost & Sullivan
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SINGAPORE TOURISTS ARE AGEING
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2,586
4,757
0
1,000
2,000
3,000
4,000
5,000
45 Years +
2001
2011
84% growth
000’s Singapore tourist arrivals
Yeabook of Statistics 2012. Singapore Government
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MARKETING
PRODUCT Age Specific Age Neutral
Age Neutral
STRATEGIC OPTIONS • Keeping the brand relevant to your older customers without
alienating younger segments • Age-neutral strategies reach the broadest customer base
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AGE SEGMENTED
Neutral product adapted for
older consumers
AGE SILO Product created and marketed to older consumers
AGE NEUTRAL No apparent
age focus
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FACTORS TO CONSIDER THAT UNIQUELY AFFECT OLDER TRAVELLERS
Physical
YOUNGER OLDER
Growth in formative years: • Larger sizes
25 effects of ageing: • Customer touchpoints • New products/services
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THE INDUSTRY MUST RESPOND
The ageing traveller is “…… a situation that will call for age-appropriate mobility solutions”.
Transforming Travel, Transportation and Supply Chains World Economic Forum/BCG
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Many travel problems are
exacerbated by age
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25 effects of ageing
PHYSICAL AGEING AFFECTS THE ENTIRE CUSTOMER JOURNEY
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How Silver Can Help You Profit from the power of the 50+ market
• Workshops – Insightful, interactive, fun and actionable workshops that help teams
understand the opportunities and challenges of older customers – Sessions ranging from ½ day introductions to 2-day immersion and ideation
programmes • Age-Friendly audit
– Using unique tools to evaluate your entire customer journey through the prism of ageing
– Enable business to identify and remove the barriers between them and older consumers
• Research and strategy – Applying research, insights and ideas to devise unique strategies that create a
sustainable competitive edge with the ageing consumer • Speaking
– Kim Walker is one of the few global authorities on this subject. A TED speaker and co-author of a definitive book on the subject*, his lively delivery entertains and informs. His internationally awarded keynotes cover topics such as:
• How you can benefit from an ageing customer base • Why ‘age-friendly’ is the new mantra for every businesses • *Marketing to the ageing consumer
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Some of our clients
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Email: [email protected]
Silver Web: www.silvergroup.asia
Blog: http://silvergroup.asia/blog/
Twitter: https://twitter.com/#!/SilverGroup
Age-Friendly web: www.age-friendly.com
Contact us to learn more:
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