However, in regards to some services offers, the current senior consumers behave differently from their elderly parents, and current studies are needed to characterize this new heterogeneous senior market and help Marketers to develop efficient offers. Here is the purpose of this article, which focus on a major services sector: the tourism one, which had clearly identified the new senior market as an opportunity for growth for the twenty-first century:
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the size of this population is significant and will continue rising in future years;
they have the free time and the financial resources required for tourism activities; and
they take more holidays, spend a larger proportion on travel and stay on vacation longer than the others.