Individual Assignment Tourism For Elders Consultancy Tourism Essay

An scrutiny of demographic tendencies in the universe and specifically in Europe clearly indicates that the population is ageing. It can be stated that there is a growing of mature age market ( over-65- twelvemonth old ) and semi-mature age market ( over-55-year old ) . These population alterations have created the pleasance travel market for the aged.

Tourism industry can anticipate to confront altering demands, demands and chances as population ages. Therefore, the impacts of the mature market on universe touristry forms should be closely monitored and the touristry merchandises need to be adjusted to the demographics and particular demands of the aged people.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

The paper provides Elder travellers profile and recommends that the industry must see that aged people think different than immature people, their life style is different, have more money and prefer holding “ experiences ” alternatively of having many ownerships, are more educated and focused in quality. Many mature age travellers seek relaxing, quiet and more inactive vacations that include clip with friends and household and visits to topographic points they have ever wanted to travel. Others take shorter trips, have higher degrees of disbursement and seek new experiences, soft escapade and chances to socialise and run into new people. Many older people are interested in heritage and cultural experiences and seek growing and enrichment from travel.

There is besides a tendency towards a two-segment split in the senior market-tourists who want to bask new experiences and who spend a batch on touristry, and tourers who have a comparatively little budget but who still want to go. The tourer industry will consequently hold to develop mark group specific bundles for both groups, to a greater extent than it now does. Different sections should be served by different bundles of services. Tourist merchandise design and selling must accommodate to the fact that its clients are aging. Together with the expected addition in frequence of travel by this age group, this should hold a positive consequence on senior touristry.

The different demands and demands of senior tourers should be addressed by specific practical solutions. The paper provides and recommends some practical solutions which fit the profile and demands of such market. Such samples of practical solutions are: Organize activities and Tourss that offer a heritage/cultural subject and a learning constituent ; Provide newspaper reading and telecasting observation ; Events and festivals should be offered to appeal to senior travellers because seniors tend to widen their corsets to take part in these events. Such events besides provide for seniors ‘ involvements in societal chances and run intoing new people ; Health and disablement issues are more of import with increasing age, therefore the travel and touristry industry demand to be witting of and supply for, the particular demands of senior travellers in this market ; Accommodation industry needs to supply cleanliness, friendliness of staff, security, comfy suites, chances to run into new people, good care, aid with bags, easy entree, and close propinquity between auto park, room and check-in ; Loyalty strategies are besides of import for seniors as they like the price reductions and some other plans offered.

Merchandise and services offered to them should cover chiefly two facets: First making an easy, friendly, back uping and nice entertaining environment and secondly: offering of services purposed to pull their attending and engagement in activities which clearly make them make full good, alive and utile for each other and for the society.

The paper describes such an environment, services and activities which should be provided, recommends topographic point of investing for the resort, rule of offering and pricing every bit good.

Business SWOT analyses are provided underscoring the good chance of that concern, placing important strengths and moderate failings and menaces every bit good.

Finally, the writer gives positive recommendations to the company for puting in such good concern chance.

Tourism Business Overview

Tourism and planetary travel are one of the largest and fastest turning industries in the universe. Most prognosiss for the hereafter indicate the growing of touristry will go on into the decennary in front. Harmonizing to the WTO statistics, between 1970 and 2002 international tourer reachings grew from 159,7 million to 715 million. Over the same period, international touristry grosss increased from US $ 17.9 billion to US $ 463 billion lifting tierce faster than universe gross national merchandise. Harmonizing to World Tourism Organization ‘s Tourism 2020 Vision prognosiss, international reachings are expected to make over 1.56 billion by the twelvemonth 2020. The entire tourer reachings by part shows that by 2020 the top tree having parts will be Europe ( 717 million ) , East Asia and Pacific ( 397 million ) and Americas ( 282 million ) , followed by Africa, the Middle East and South Asia. ( Avcikurt, 2003 )

Globally, Europe continues to be the most visited among all parts of the universe absorbing half of the universe gross from international touristry and two tierces of reachings, nevertheless there is a diminution coming from emerging of other economic centres, and the coming of new touristry finishs, particularly in the East Asia and Pacific part.

Latest Developments of Tourism

Over the last old ages, there have been certain alterations in the nature of the universe touristry. Tourists, today are non content with remaining within the confines of a resort hotel compound, being bused to individual sites and entertained in topographic points that chiefly cater to tourers. Alternatively, tourers are progressively interested in sing diverseness of vacation environment in all facets, including its people, civilization, nature, architecture and manner of life. This tendency will be even more pronounced as consumers become better informed about options and entitlements, every bit good as more sophisticated and less willing to accept hapless quality installations and services that entail uncomfortableness and emphasis. Tourists want entree to everything that a metropolis or a state has to offer. In position of the altering consumer demand, touristry for all is an progressively of import gross revenues statement in a competitory market. At the same clip, it can function as an effectual tool in fostering the human rights of people with disablements in the finish communities.

There are three determiners impacting touristry play a peculiarly important function in the development of touristry: Demographic alterations and societal development, increased leisure and vacation clip and market cleavage

Demographic alterations may dramatically act upon the nature of touristry. Demographic alteration will unite with turning people wealth so eventually seniors will be progressively targeted by the touristry and travel industry.

Changes in the demographic construction and societal form of the populations of the developed states ( peculiarly in Europe ) mean that, irrespective of other factors, more people will hold the clip and income to go.

The alterations include: The ripening of the population ; The addition in working adult females and two income gaining families ; The turning proportion of individual grownups ; The tendency towards latter matrimony and households ; The likely faster growing in the figure of childless twosomes than in the overall population ; Increased paid leave and more flexible on the job clip ; Move to part-time, self- employment, and contract working ; Earlier retirement and semi retirement.

The comparative importance of senior citizens and the increasing incidence of travel by this age class is partly a consequence of increasing disbursement power, which is frequently higher than other age classs.

Improved fiscal place and disbursement power arise from a assortment of factors.

These factors include the undermentioned: most likely to inherit from parents or relations ; kids will hold left place alleviating fiscal strains ; comparatively little or no outstanding mortgages, their capital in belongings can be released ; they may hold considerable nest eggs, maturating endowment policies ; keep occupational pension strategies in add-on to province pensions.

The first two points peculiarly apply to those in the 55-65 age groups, the classs most likely to go. With senior citizens already accounting for 20-29 % of touristry trips and increasing Numberss and high degrees of disposable income assuring significant growing, involvement in marketing broad assortment of goods and services to senior citizens has expanded.

The above provided informations and analysis show that touristry is an emerging industry with a batch of future possible development. Demographic alterations, addition of leisure and vacation clip, atomization of vacation ‘s clip and market cleavage will drive most the alterations in that industry in the hereafter.

The effects of Ageing Population

The cardinal demographic tendency is the altering composing of the population which is go oning particularly in Europe and which in peculiar known as the “ ripening of the population.

Here we will supply some informations related to that tendency for Europe.

Population growing in Europe is low and in some states even negative. The population of Europe is going more mature. What is of import is the size of the “ senior “ market and its deductions for the touristry and travel industry. There is already a significant flow of retired individuals from the North European states to Southern Europe during the winter months, and this market will turn quickly.

The population of the European Union ( EU ) is about 372 million and the over-65-year-old age group reached 60.3 million. The mean portion of this mature population in the EU is about 16.2 per cent. The figure of people over the age of 65 has increased in many states by 50 per cent or more since 1950. A high proportion of the center aged and the aged population is due to the diminution of the figure of people between ages 15 and 24, worsening birth rates and the greater life anticipation.

Based on OECD figures ( The OECD Observer, Paris, 2002, p.7 ) , Germany is the oldest state in the European Union in absolute footings. As respects to the per centum of the population 65 and over in entire EU population Italy is ranked first ( 17.8 % ) . Harmonizing to UN prognosiss in 2020 Spain will be oldest state in the universe.

With regard to the entire figure of tourers ( excepting tourists aged fewer than 15 ) , the bulk of European Union tourers are aged between 25 and 44. The highest proportion ( 44 % ) of this age group is found among tourists, and comparatively high portions ( above 40 % ) amongst those from Belgium, Spain, Luxembourg, the Netherlands, Austria, Portugal and Sweden.

In footings of Numberss, tourers aged between 45 and 64 are following in line. Finland and Sweden stand out with over 35 % of tourers in this age group. Of the staying two categories, the 15-24 market supplies more tourers than the 65-plus group. The United Kingdom is the exclusion to this regulation, with 17 % of all British tourers aged 65 or over and merely 15 % aged between 15 and 24.

Mature Age Travelers Profile

Mature age travellers already organize a major portion of the travel market. As the population ages, travellers can similarly be expected to age and mature age people will stand for an progressively important proportion of the touristry market. The continued growing of touristry industry in many states over the following 10 old ages may good depend on how companies understand demographic tendencies impacting consumer behaviour.

Equally far as the mature age market is concerned, there appears to be a misconception in the industry about the type of merchandises and services suited for aged people. Many hotels and circuit operators consider that everyone over the age of 55 is looking for the same type of merchandises and services.

The industry must see that aged people think different than immature people, in order to make the individual market expeditiously.

The aged people have more money and prefer holding “ experiences ” alternatively of having many ownerships. However, there is besides a tendency towards a two-segment split in the senior market-tourists who want to bask new experiences and who spend a batch on touristry, and tourers who have a comparatively little budget but who still want to go. The tourer industry will consequently hold to develop mark group specific bundles for both groups, to a greater extent than it now does. The economic system group in peculiar is a mark group whose size means that it can non be neglected. In future, selling must progressively be tailored to fit the demands and desires of older people. In order to turn to the really heterogenous mark group of senior citizens successfully, thorough cognition of their much differentiated motives and life styles is needed, and this still needs to be gathered.

On the other manus, mature people are better educated and more sophisticated. They demand and expect quality in all facets of their travel.

Many aged people besides have more free clip and mature age travellers are more flexible with their clip and can lend to a longer touristry season as they can go during “ off- extremum ” periods.

The older portion of the market ( 65+years ) tend to hold a longer length of stay than younger seniors for whom work committednesss are frequently till an influence on length of stay.

Seniors will be the demographic find of this decennary for two grounds. First, they are abundant in figure. Second, their life manners are unusually different from those of old coevalss. With no theoretical accounts to steer them, the independent aged are doing new picks about how they want to populate during a drawn-out retirement.

Many mature age travellers seek relaxing, quiet and more inactive vacations that include clip with friends and household and visits to topographic points they have ever wanted to travel. Others take shorter trips, have higher degrees of disbursement and seek new experiences, soft escapade and chances to socialise and run into new people. Many older people are interested in heritage and cultural experiences and seek growing and enrichment from travel.

Recently, concern attitudes towards senior travellers have begun to alter.

For illustration, air hoses and hotel ironss, being witting that the aged are a potentially immense market, have designed particular price reduction plans for seniors.

Furthermore, a figure of circuit operators have specialized in the market for older people, with bundles run intoing their demands in Southern Europe during the winter off-season, when even if the clime is non at its warmest, it is surely much milder than in Northern Europe.

It seems that the travel industry should be prepared for explosive growing in the mature consumer market. Favorite trip activities by mature travellers include shopping, sing historical topographic points or museums, go toing cultural events or festivals, chancing and out-of-door activities, sing national or province Parkss and traveling to the beach.

Harmonizing to a study in Modern Maturity, “ over-50s ” study they are likely to go 3+times per twelvemonth ( 68 % ) , travel by auto ( 46 % ) , for relaxation ( 42 % ) or escapade ( 32 % ) , and prefer to go either their mate ( 39 % ) or household ( 22 % ) or as portion of a circuit group ( 16 % ) .

Sellers should take into history of travel leanings of the aged people. Older people are besides more likely to distribute their vacations into off-peak months than are the general population.

A important tendency in recent old ages has been the increasing Numberss of winter vacations taken by senior citizens. The clip spent on vacation by the aged is longer on norm than spent by the remainder of the population ; winter vacations could last for a period of 4-28 hebdomads, normally between October and May.

Although private or hired vehicles are the manner of conveyance used most often by the European tourers, senior travellers tend to utilize mediators such as travel agents and circuit operators.

Senior tourists differ in their finish penchants. Tourists from Greece, Spain, Italy, Portugal, Finland and Sweden tend to pass their vacations in their ain state. More than 95 % of vacations taken by Greeks are in Greece itself, and the equivalent for Spain is about 90 % , while Belgians, Danes, Luxembourgers, Dutch and Austrians tend to go abroad.

Reorientation in Tourism Product Design and Marketing

Tourist merchandise design and selling must accommodate to the fact that its clients are aging. Together with the expected addition in frequence of travel by this age group, this should hold a positive consequence on senior touristry.

It should non, nevertheless, be forgotten that as society ages the figure of people with wellness jobs will besides increase.

The turning portion of older people in the entire population will be accompanied by an addition in the figure of inveterate sick old people. The consequence of the lifting figure of older people and lifting wellness and nursing costs will intend that the younger senior citizens will progressively be tied by the demand to put clip ( and money ) in back uping their parents.

Packages uniting touristry and nursing attention which takes into history the demands of relations of the chronically ill or people with wellness jobs are presently still rare in the tourer market.

It is by and large true that gauging the hereafter development of senior touristry is capable to great uncertainness. While the figure and comparative weight of senior citizens in the population construction can be predicted with comparative certainty for the following few decennaries, it is non clear if and how the travel wonts ( frequence and finishs ) of the older population will alter in concrete footings. Another point which is still ill-defined is the average term alteration in population. Motivations, attitudes and behavior of future coevalss of senior citizens are still mostly unknown district, as is the appraisal of their material state of affairs.

Practical Solutions to be Considered in Servicess Offered

The touristry industry needs to understand altering demands, demands and chances of the aged people and be in a place to supply for and benefit from them.

The displacements in the entire population have several deductions for the touristry industry in aiming the mature age market.

From a practical position, some results and practical solutions can be drawn:

The travel and touristry industry should believe of seniors as a heterogenous group which has many distinguishable sections.

The market needs to be segmented in order to run into the diverseness of demand such as income, age groups, gender, values, attitudes, life styles and involvement across older people.

While developing Tourss, it is of import to form activities and Tourss that offer a eritage/cultural subject and a learning constituent.

Mature age people by and large show above norm degrees of newspaper readership and telecasting observation. It is hence utile to utilize the media means above in order to aim the mature age market.

Senior travel nines and other associations to which older people belong could be used more efficaciously by the touristry and travel industry to advance gross revenues.

Some events and festivals should be offered to appeal to senior travellers because seniors tend to widen their corsets to take part in these events. Such events besides provide for seniors ‘ involvements in societal chances and run intoing new people.

While today ‘s seniors enjoy better wellness than older people before them, it must still be recognized that wellness and disablement issues are more of import with increasing age. Therefore, the travel and touristry industry demand to be witting of and supply for, the particular demands of senior travellers in this market.

Most manager and other transit terminus installations need betterments to run into the demands of seniors.

Some other issues for the senior travellers are besides of import. In peculiar, the adjustment industry needs to give more importance to some of import issues such as cleanliness, friendliness of staff, security, comfy suites, chances to run into new people, good care, aid with bags, easy entree, and close propinquity between auto park, room and check-in.

Loyalty strategies are besides of import for seniors as they like the price reductions and some other plans offered.

There is besides a demand of cooperation between the industry and organisations related to aged people.

Finally, the industry should transport out continued market research and public dealingss and publicity plans to take full advantage of the turning and altering senior travel market.

Investing Proposal

We recommend the company to construct a resort purposed for seniors in a topographic point with a good clime in summer and winter and near the beach. Resort should be equipped with little Villas for twosomes, medical support and nursing centre, green environment with grass, trees and amusement installations and should be located near historical topographic points.

Investing Place/Market

The recommended topographic point for investing is Greece. Greece has a really good clime ; people are experienced in touristry direction ; represents a state of the most attractive historical topographic points to visit ; has a good substructure ; agribusiness and nutrient industry is back uping really good the touristry industry.

Greece represents already a good known worldwide market and finish for all the travellers.

In add-on, Grecian civilization and tradition is characterized by regard and compassion shown to the seniors.

Greece is an economic and political stabilised state with good established democracy and unfastened market economic system.

As member of EU, Greece has adopted the statute law criterions of EU while legal facets of touristry concern are good established since long clip ago.

Servicess bundles

Two packages are recommended to be offered suiting to two different mark sections analyzed above: Senior Package and Economic Package.

Senior Tourists will be the chief section targeted as they represent the group of possible consuming clients. Further dislocation on client sections can be treated by sing standards such as income, age groups, gender, values, attitudes, life styles and involvement across older people.

However, the company should run researches on both classs of clients with the range of placing the demands of these classs in item.

Senior Tourists Package

1 month continuance, 3 sea boot Tourss, 3 historical antediluvian topographic point visits, 3 metropolis visits and shopping.

Loyalty strategies are besides of import for seniors as they like the price reductions and some other plans offered.

Economic Package

2 hebdomads continuance, 1 sea boot Tourss, 1 historical antediluvian topographic point visits, 1 metropolis visit and shoping.

Resort Facilities and Activities

The resort should be build with specific features which may suit the senior ‘s demands.

The invention factor in such offers is clearly defined by type of services and installations provided in the resort instead than other trade goods offered.

Following are mentioned chief services and installations the Resort should be equipped with.

Should be quiet and attractive

Build of plentifulness green Fieldss and trees

Pools & A ; Beaches installations

Cinema playing old celebrated films belonging to the clip of young person of the seniors ( 30 old ages old )

Medical and nursing centre

Organized forenoon gymnastic exercises

Nice installations in the beach so the seniors may bask the walking during early forenoon and late eventide

Newspapers in different linguistic communications accessed through Internet utilizing customized newspaper browser. Internet entree available with large screens, customized browsers with large founts, large package buttons and touch screen terminuss for easy operation

Daily flushing events, festivals, music of old celebrated vocalists, the best hits of their clip played.

Close propinquity between auto park, room, check-in and eating houses

Easy games organized for different groups

Dedicated group steering and back uping forces

Large Television screens

Adjustment should carry through the followers: friendliness of staff, security, comfy suites, chances to run into new people, good care, aid with bags, easy entree

Light and healthy repasts, organic, rich of veggies and fruits, sugar and fat free

In add-on, the distinction will be based on sort of services and activities which intend to do the filling to the seniors that they are alive and still valid and utile in the society.

In order to recognize that, seniors may be attracted to voluntary participate in following sort of activities:

Organized competition of best cookery: Teams of seniors cook for one twenty-four hours for other groups. Wagess are provided to victors

Organized competition of best life narrative: Elders tell their life best narrative

Form the seniors ‘ festival: Elders make their ain set or sing together their preferable vocals

Form dancing competition: Tango, light authoritative music

For clients who may hold valid professional backgrounds for touristry concern or specific issues, may be invited to give their consultancy on specific issues of the resort development

Form brainstorming Sessionss in order to acquire seniors thoughts or sentiments on specific resort issues.

Pricing

In order to make up one’s mind the monetary values, the company should travel to detail analyses sing the disbursals and border of net income expected. The monetary values should turn to both services bundles mentioned above.

Discounts and inducements should be offered for the services offered off-season.

Particular monetary values and price reductions should be offered to possible clients who are expected to be for a long clip with the company.

SWOT Analysis

Strength

Advanced Servicess delivered

First mover consequence

Failing

Uncertainty for the concern, it is vulnerable and depending from many uncontrolled external factors

Lack of experience in working with such client section

High Initial investings needed

Servicess are expected to hold high costs ( Investings, qualified personnelaˆ¦ )

Opportunities

Unexplored market

It is a turning market section. Globalization trends assist the concern by enlargement of markets

Increased people income

Developed transit and substructure

Elders are possible consumers

Menaces

Competition from current and future rivals although the current one is non older oriented concern

Health hazards because of clients old age

Security hazards, wars and struggles,

International terrorist act

Changing unannounced clime and natural catastrophes

Economic crises

Expected competition

New diseases and epidemic

Conclusions & A ; Recommendations

Older international and domestic travellers offer an emerging and spread outing touristry market. These markets possess a figure of qualities and possible to be attracted but it is of import to offer the type of travel experiences that the mature age market seeks.

Despite the size of the senior citizen market, the travel and touristry industry has non taken full advantage of the chances of this market. It is clear, that the mature market is already a good and stable market for the cordial reception industry.

The displacements in the entire population have several deductions for the touristry industry in aiming the mature age market.

The touristry industry needs to understand altering demands, demands and chances of the aged people and be in a place to supply for and benefit from them.

We recommend the company to put in a resort equipped with the described peculiar installations for seniors. Resort environment and activities should suit the above mentioned seniors ‘ particular demands and demands.

Servicess and activities offered should be focused non merely for the intent of amusement and remainder but largely for the intent of doing the Elders experience good, being alive and utile for the community.

We recommend Greece as topographic point for the resort as it fulfills the conditions for the conditions, experience tradition and history.

The new concern will hold the strengths of first mover and advanced services, while may catch the chances created in that emerging and possible market.

The concern will confront several hazards such as security, new diseases, terrorist act and clime alterations which should be considered when planning.

We believe that under a good direction, this concern will be a really successful one and will turn fast in a short clip.