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The over-60 audience is one of the fastest-growing in the tourism sector. With more free time, financial stability, and the desire to live new experiences, senior guests represent a great opportunity for hotels wishing to expand their performance. But how can we win over this customer profile genuinely and efficiently?
In this article, you will learn practical strategies to adapt your structure, service, and communication, focusing on seniors, offering a safe, welcoming, and unforgettable experience.
📊 Overview of 60+ Tourism in the United States
👵 Growth of the Elderly Population
- In 2022, the United States had 58 million people aged 65 and over, representing 17% of the total population. This number is projected to increase to 82 million by 2050, which will be equivalent to approximately 23% of the population. (PRB)
- In 2024, around 4.1 million Americans reached the age of 65, marking an all-time high for the country. (tha.org)
✈️ Travel Behavior of the Over-60s
- Around 37% of all travelers in the US in 2024 were people aged 60 or over, making them one of the largest consumer groups in the tourism sector. (The Senior List)
- An AARP survey revealed that 70% of Americans aged 50 and over plan to travel in 2025, an increase from the 65% who planned to travel in 2024. (AARP+3AARP+3AARP+3)
- The majority of these travelers (63%) intend to stay within the US, while 37% plan international trips. (AARP)
- The average expenditure planned by these travelers is approximately US$6,659 per trip. (AARP)
💰 Purchasing Power and Preferences
- People in their 60s spend an average of $5,445 a month, about 18% more than the average for the general population. Of this amount, approximately US$1,387 goes on travel, making tourism one of the top priorities for American retirees. (tha.org)
- There is a growing preference for trips that combine adventure and relaxation, with a focus on wellness, such as nature stays, relaxing in hot springs, and cultural experiences. (Karlobag)
🏨 Opportunities for the Hotel Industry
- Many hotel chains and tour operators offer discounts and special packages for seniors. For example, AARP, the American Association of Retired Persons, offers discounts of up to 35% on car rentals, reduced rates at hotels such as Hyatt and Omni, and cruise credits for its members. (Kiplinger)
- Programs such as Road Scholar and Discover Corps offer educational and volunteer trips aimed at older adults, catering to their desire for meaningful and enriching experiences. (Kiplinger)
Understanding the profile of seniors in tourism
Contrary to stereotypes, today's senior guest is active, connected, curious, and values well-being. Many travel alone, in groups, or with their families, looking for comfort, good food, safety, and attention to detail.
They are a demanding public, but also very loyal. When well served, they tend to return and recommend.
Structure and accessibility: the basics that make a difference
Ensuring accessibility goes far beyond complying with regulations. Ramps, elevators, handrails, adapted rooms, and bathrooms with grab bars are essential.
In addition, adequate lighting, non-slip floors, and clear signage contribute to a safer and more comfortable stay.
Programming and experiences designed for this audience
Seniors prefer trips that involve cultural activities, gastronomy, ecotourism, and local experiences. They value itineraries that provide interaction with the local culture and environment, going beyond traditional tourism.
Offering specific activities for seniors can make a big difference. Some ideas include:
- Dance, yoga or stretching classes
- Cultural or gastronomic workshops
- Guided walks with light tours
- Socializing moments, such as game afternoons or special coffees.
- These actions stimulate well-being and a sense of belonging to the place.
Empathetic and personalized communication
Whether face-to-face or digital, communication with senior audiences should be clear, respectful, and empathetic. Use larger print in printed materials, avoid technical terms, and prefer simple and welcoming language.
In addition, it is important to listen attentively and show a willingness to resolve doubts - this type of customer values human connections.
Training the team: humanized service is essential.
The preparation of the team is fundamental to charm this audience. Invest in training that develops active listening, patience, and cordiality. Small gestures, such as accompanying the guest to the room or calmly explaining the use of technology, make all the difference.
Special benefits and packages for senior citizens
Offers exclusive benefits for guests aged 60 and over, such as:
- Differentiated rates in the low season
- Free late check-out
- Wellness or relaxation packages
- Agreements with senior citizen groups
These benefits show that your hotel values this audience and is prepared to welcome them with affection.
60+ is a loyal, demanding audience full of potential.
Preparing your hotel to welcome the senior audience is not just a trend - it's a smart way to expand your reach, increase occupancy, and strengthen your brand's reputation.
Investing in structure, empathy, and personalization is the way to win over this special guest profile.
Is your hotel ready for seniors?
If the answer is “not yet”, now is the time to start. And count on Erbon to help you modernize your operation and delight all guest profiles, with technology solutions that make a difference in hotel management.
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