America’s population is graying. As of 2020, according to a recent report, more than 1 in 6 people (55.7 million) were 65 or older. However, older Americans increasingly aren’t content to sit out their golden years. Many have no plans to retire and are often physically and mentally healthier than their predecessors. They are also a “spending force to be reckoned with,” according to a Labor Department survey, and account for nearly a quarter of all spending last year.
Road Scholar, the not-for-profit organization that created the concept of educational travel for older adults back in 1975, offers a huge variety of learning opportunities around the world. Founded as Elderhostel and initially based on college campuses, the organization changed its name to Road Scholar in 2010 when it began serving baby boomers, a very different generation than the World War II folks who had preceded them.
“Boomers didn’t like the idea of being identified as ‘elders,’” says Road Scholar President James Moses, a boomer himself, who has been with the organization for more than 40 years. “The baby boom generation is as enthralled by learning and understanding the world, perhaps even more so, than their parent’s generation. But they are also, for the most part, more active and independent and love learning through more experiential opportunities, immersing themselves in a culture and going beyond typical touristic experiences. They are real travelers, and, with Road Scholar, they became students of the world.”
Tour operators should keep three things in mind as they work to create specific offerings for seniors:
- Foster educational and cultural immersion experiences
The top three international destinations for American seniors are Europe, Latin America and the Caribbean, all of which have ample educational activities and opportunities for cultural immersion. Consider adding enriching activities like guided historical tours, culinary classes or meet and greets with local artisans for consumers to not only see the world but experience it. Participating in these kinds of hands-on activities not only educates but also creates memorable connections for travelers.
- Offer varied and inclusive wellness activities
The global wellness tourism market is valued at approximately $451 billion, and seniors are no exception to travelers seeking out active and health-focused adventures. The trick is to be mindful and inclusive and offer modifications to accommodate varying physical abilities and interests, whether that be yoga and meditation retreats, guided bird walking hikes, biking or kayaking excursions or seated educational experiences.
- Create flexible and relaxed itineraries
Operators should consider designing itineraries that are more flexible and relaxed with more leisure time in between activities to help create the best experience possible for their senior audience. What’s more, tour operators can step up as experts who handle all aspects of a trip and provide invaluable peace of mind so travelers can focus on the experiences to be had rather than logistics details.
The Aon Travel Takeaway
“Savvy tour operators will recognize the potential in catering to older travelers who are eager – and have the financial ability – to explore new places and prioritize experiencing a variety of cultural, educational and physical activities on their travels,” says Beth Godlin, president of the Aon Affinity Travel Practice.
“Adapting and evolving their businesses for senior travelers is simply a smart business move and can be a key differentiator that sets tour operators up for sustained growth and long-term success,” she added. “Insurance plays a role in getting seniors to hit the road, too. Gaps in healthcare coverage, particularly for international trips, can be worrisome for senior travelers. Tour operators can provide peace of mind by helping customers secure the right coverage so they’re protected should an injury or illness, missed flight or lost baggage occur.”