Why Can’t I See The Shampoo in my Hotel?

Mture
Written by Adriane Berg

A new report sites an urgent need to better serve the mature traveler.
World Tourism Network prime members can apply for a free certification program in partnership with the Ageless Traveler Initiative.

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Have you ever stepped into a hotel shower only to find yourself puzzled by which bottle contains the shampoo and which holds the conditioner or bath gel?

Or you’ve dined at a high-end restaurant, only to struggle to read the menu due to its immersion in darkness, despite wearing your glasses. These experiences, though seemingly mundane, highlight a larger issue facing the tourism industry: the need to better serve the mature traveler.

Who exactly is the mature traveler?

They are the wealthiest, highest-spending leisure and business tourists in history, aged 60 and above, and in good health. According to projections by the World Tourism Organization, this demographic is expected to take 1.6-2 trillion trips by 2050, constituting 88% of premium travel service spenders.

The needs of mature travelers are overlooked

However, despite their significant economic impact, the needs of the mature traveler are often overlooked. Failure to address these needs could result in billions of dollars in lost business for the tourism industry. That’s where a new Industry Report comes in, shedding light on the vast business potential of the active mature traveler’s $157 billion annual spending.

Demographic shifts indicate that the fastest-growing travel cohorts are women aged 60+ and travelers over 80. These individuals are seeking Ageless Experiences, such as grandparent and Skip Generation trips, respite travel for caregivers, senior sports, soft adventure, lifelong learning, volunteering, wellness travel, medical tourism, and cultural travel.

Your free industry report

The Travel Industry Report, accompanied by The Ageless Traveler Certified designation, is now available through The World Tourism Network and The Ageless Traveler. This report is a call to action for the tourism industry to understand the typical aging process and cater to the needs of the 60+ traveler.

“It is time for the tourism industry to understand typical aging and provide for the needs of the sixty+ traveler,” says Adriane Berg, founder of The Ageless Traveler, a consultancy and travel research company with consumer-facing podcasts, blogs, and membership groups.

Understanding how aging affects perception is crucial for hospitality staff, designers, and operators. Simple principles such as considering contrast, lighting, and noise levels can greatly enhance the experience for mature travelers. For instance, low-contrast colors and glare can pose significant challenges for older eyes, while loud music can hinder conversation for those with hearing loss.

These biological factors, among others, can either enhance or detract from a tourism experience. However, of all the improvements that can be made, staff training offers the highest return on investment for attracting, retaining, and servicing Ageless Travelers.

Learn more and become certified

To learn more about The Ageless Traveler Certification in cooperation with the World Tourism Network visit https://wtn.travel/ageless/

Receive your free Industry Report on Ageless Travel

The Industry Report will be disseminated through the World Tourism Network to its Premium members together with the opportunity to apply for the Certification free of charge.

Regardless of age enjoy your travel

ageless | eTurboNews | eTN

It’s time for the tourism industry to prioritize the needs of the mature traveler and ensure that every guest, regardless of age, can fully enjoy their travel experiences.

WHAT TO TAKE AWAY FROM THIS ARTICLE:

  • This report is a call to action for the tourism industry to understand the typical aging process and cater to the needs of the 60+ traveler.
  • It’s time for the tourism industry to prioritize the needs of the mature traveler and ensure that every guest, regardless of age, can fully enjoy their travel experiences.
  • The Travel Industry Report, accompanied by The Ageless Traveler Certified designation, is now available through The World Tourism Network and The Ageless Traveler.

About the author

Adriane Berg

A true world adventurer. Adriane has traveled to over 110 countries and is still counting. Adriane is a cheerleader of successful aging and life-long contribution

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