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By 2020 every second vacationer will
be over 50 years of age, according to the
researchers at ADAC Reisemonitor – New markets for
best agers offer fresh opportunities for the travel
sector
Berlin 13 July 2009 -
The German advertising industry has identified its
major target group as consumers between the ages of
14 and 49, who wield significant purchasing power.
However, in a few years time the powerful travel
industry will no longer conform to this pattern.
According to findings by the ADAC Reisemonitor
(Travel Monitor), by 2020 every second holidaymaker
will have passed the age of 50. Dr. Martin Buck,
Director of the Competence Center Travel and
Logistics at Messe Berlin: “At the present time the
travel industry is paying insufficient attention to
demographic developments”.
The findings by the ADAC Reisemonitor 2009 are
unequivocal: 42 of the 65 plus age group go on
holiday. “Socio-demographic change in Germany
presents a major challenge, but one offering
enormous opportunities”, according to Dr. Martin
Buck. For the director of the world’s leading travel
trade show these so-called best agers are the
“secret force for growth”, and the tourism industry
is placing great expectations in them. “With
increasing numbers of older vacationers this target
group is acquiring growing importance for the travel
sector. That is why knowledge about the needs,
demands and requirements of these best agers
regarding their travel plans are so important for
the travel industry.”
Whether it is local destinations or long-haul
travel, as people grow older the background
conditions are bound to change. This has been proved
by the analyses carried out by the ADAC
Reisemonitor, which has been presented at the ITB
Berlin since 2008. “Holidaymakers in the best age”
are keen to see and experience something new. Tours,
as well as cultural and study trips and city tours
are very popular. Excursions are another major form
of holiday activity. These travellers want to expand
their horizons, acquaint themselves with foreign
cultures, and increase their knowledge while on
holiday. According to the research that has been
carried out by the ADAC, best agers attach
particular importance to attractive landscapes, art
and culture. Exclusive accommodation is equally
vital, and a disproportionately large number of them
prefer hotels. The older generation like to travel
in their own cars or by air, and are willing to
spend substantial amounts on their holidays.
On average best agers spend over 1,800 euros per
person on a trip. As people grow older the
traditional beach holiday ceases to be so
attractive. Instead health and wellness vacations
tend to become more popular, as well as destinations
in Germany and the Alpine regions. And best agers
stay longer: more than 50 per cent book for at least
two weeks, and for three weeks in the case of almost
20 per cent of them. In other respects the over-65
generation relies on brochures (23.1 per cent) and
on the internet (25.8 per cent) as the basis for its
holiday decisions. However, with 35.1 per cent, tour
operators’ catalogues lead the field when travel
plans are being made.
Dr. Martin Buck: “One does not have to have a lot of
imagination to realise that the over-50 target group
are the ones that will help the travel industry to
achieve further growth. This is a challenge that the
industry will have to face.”
About ITB Berlin and the ITB Berlin Convention
ITB Berlin 2010 will take place from Wednesday to
Sunday, 10 to 14 March. ITB Berlin will be open to
trade visitors only from Wednesday to Friday.
Parallel with the trade show the ITB Berlin
Convention will be held from Wednesday to Saturday,
10 to 13 Mach 2010. This is the world’s largest
specialist convention for the industry.
Full details of the programme can be found at
www.itb.kongress.com.
ITB Berlin is the world’s leading travel trade show.
In 2009 a total of 11,098 companies from 187
countries exhibited their products and services to
the 178,971 visitors, who included 110,857 trade
visitors. |
