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A recent study by Frost & Sullivan concluded that in Asia Pacific, "the number of over 65s will increase by 34%, creating a significant increase in senior leisure travellers”. Many of these older travellers have money and the time to enjoy it. Companies that remain fixated on youth and that are ambivalent or even actively exclude older consumers, take a huge and un-necessary risk. Silver Group is a Singapore-based, globally recognised consultancy helping business to profit from the power of the 50+ market.
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In the Travel & Tourism industry
© Silver Group
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Population ageing is unprecedented,
a process without parallel in the history of humanity…
“Population ageing is unprecedented,
a process without parallel in the history of humanity…”
United Nations, World Population Ageing Report
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“… the number of over 65s will increase by 34%, creating a significant increase in senior leisure travellers”. “We estimate that this will create a doubling in
the number of over 65 leisure travellers to Asia Pacific destinations by 2030”.
Shaping the future of travel in Asia Pacific. Amadeus/Frost & Sullivan
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SINGAPORE TOURISTS ARE AGEING
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2,586
4,757
0
1,000
2,000
3,000
4,000
5,000
45 Years +
2001
2011
84% growth
000’s Singapore tourist arrivals
Yeabook of Statistics 2012. Singapore Government
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MARKETING
PRODUCT Age Specific Age Neutral
Age Neutral
STRATEGIC OPTIONS • Keeping the brand relevant to your older customers without
alienating younger segments • Age-neutral strategies reach the broadest customer base
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AGE SEGMENTED
Neutral product adapted for
older consumers
AGE SILO Product created and marketed to older consumers
AGE NEUTRAL No apparent
age focus
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FACTORS TO CONSIDER THAT UNIQUELY AFFECT OLDER TRAVELLERS
Physical
YOUNGER OLDER
Growth in formative years: • Larger sizes
25 effects of ageing: • Customer touchpoints • New products/services
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THE INDUSTRY MUST RESPOND
The ageing traveller is “…… a situation that will call for age-appropriate mobility solutions”.
Transforming Travel, Transportation and Supply Chains World Economic Forum/BCG
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Many travel problems are
exacerbated by age
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25 effects of ageing
PHYSICAL AGEING AFFECTS THE ENTIRE CUSTOMER JOURNEY
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How Silver Can Help You Profit from the power of the 50+ market
• Workshops – Insightful, interactive, fun and actionable workshops that help teams
understand the opportunities and challenges of older customers – Sessions ranging from ½ day introductions to 2-day immersion and ideation
programmes • Age-Friendly audit
– Using unique tools to evaluate your entire customer journey through the prism of ageing
– Enable business to identify and remove the barriers between them and older consumers
• Research and strategy – Applying research, insights and ideas to devise unique strategies that create a
sustainable competitive edge with the ageing consumer • Speaking
– Kim Walker is one of the few global authorities on this subject. A TED speaker and co-author of a definitive book on the subject*, his lively delivery entertains and informs. His internationally awarded keynotes cover topics such as:
• How you can benefit from an ageing customer base • Why ‘age-friendly’ is the new mantra for every businesses • *Marketing to the ageing consumer
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Some of our clients
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Email: [email protected]
Silver Web: www.silvergroup.asia
Blog: http://silvergroup.asia/blog/
Twitter: https://twitter.com/#!/SilverGroup
Age-Friendly web: www.age-friendly.com
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