This situation is all more obvious in Europe – where this study has been conducted – as the greatest proportion of ageing people is today located over there (around 15 per cent of the European population age 65 and over, in comparison to 14 per cent in Japan and 13 per cent in the USA).
Investigating the French seniors market, we identified their current major travel motivations. If social interaction, relaxation, sport and discovery, are still the basis of the seniors’ motivations, the degree of importance of each motivation for distinct generated segments is significantly different. By combining two major types of segmentation criteria – travel behavioural variables on the one hand, and subjective ages (which have been introduced in Marketing in order to better segment the senior market) on the other hand – we generated four distinct segments: first, the “relaxed intellectual travelers”, second, the “knowledge hunters senior travelers”, third, the “hesitating, non-intellectual and non- sportive senior travelers”, and finally fourth, the “active and open-minded senior travelers”. The additional characteristics, in terms of demographics and travel risks perceptions, help precise the suitable offers which could be developed to target and satisfy each segment.
Finally, it is interesting to notice that the discrepancy age (cognitive age – ideal age) was a significant discriminator between the four segments. It may suggest that this variable would influence the seniors’ travel motivations. It already indicates that the ideal dimension of the self, and its related concepts, should be taken into a greater consideration while studying the seniors travel behaviours.
This situation is all more obvious in Europe – where this study has been conducted – as the greatest proportion of ageing people is today located over there (around 15 per cent of the European population age 65 and over, in comparison to 14 per cent in Japan and 13 per cent in the USA).
Investigating the French seniors market, we identified their current major travel motivations. If social interaction, relaxation, sport and discovery, are still the basis of the seniors’ motivations, the degree of importance of each motivation for distinct generated segments is significantly different. By combining two major types of segmentation criteria – travel behavioural variables on the one hand, and subjective ages (which have been introduced in Marketing in order to better segment the senior market) on the other hand – we generated four distinct segments: first, the “relaxed intellectual travelers”, second, the “knowledge hunters senior travelers”, third, the “hesitating, non-intellectual and non- sportive senior travelers”, and finally fourth, the “active and open-minded senior travelers”. The additional characteristics, in terms of demographics and travel risks perceptions, help precise the suitable offers which could be developed to target and satisfy each segment.
Finally, it is interesting to notice that the discrepancy age (cognitive age – ideal age) was a significant discriminator between the four segments. It may suggest that this variable would influence the seniors’ travel motivations. It already indicates that the ideal dimension of the self, and its related concepts, should be taken into a greater consideration while studying the seniors travel behaviours.
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