Access Tourism NZ TOURISM FOR PEOPLE WITH DISABILITIES, SENIORS, AND AGEING BOOMERS IN NEW ZEALAND AND WORLDWIDE

Thanks to funding provided by the federal government of Canada and the Prince Edward Island (PEI) provincial government, a program to promote, educate, and advance the tourism industry, business and communities on accessibility services and provisions has been set up. Quality Tourism Services Inc. (QTS) launched accessadvisor.ca recently after researching the strengths and weaknesses of the current level of accessibility on PEI and how this is marketed to the public.  It will now offer operators the resources to categorize and promote their business
or location using four accessibility designations – limited accessibility, fully mobile accessibility, sight accessibility and hearing accessibility. The program will help improve the quality of the consumer experience and better empower businesses to compete for this growing and maturing market. The program will also help inform operators on how to meet the needs of persons travelling with accessibility challenges. Prince Edward Island strives to be a welcoming destination to all visitors. The Government of Canada has invested $87,000 in the project and the Government of Prince Edward Island, through the Department of Tourism and Culture, $22,500. Quality Tourism Services Inc. has also invested more than $66,000. The Access market is a significant segment of the population said Murray MacPherson, Industry Chair of Quality Tourism Services. The first Baby Boomers turned 65 on January 1, 2011, and they are accustomed to travelling and when they retire they will continue to do so, as they have leisure time and disposable income.  As disability increases with age, it is imperative that the tourism industry adapt to this. Quality Tourism Services Inc. is the non-profit, professional quality assurance company that inspects and assesses all ccommodation and camping facilities across PEI. QTS delivers numerous quality assurance programs to tourism and related businesses, including Canada / Camping Select, PEIs Tourism Water Quality Program, Cyclist Welcome, as well as advice on Access Tourism and the new accessadvisor.ca. program.

A National Dialogue of key stakeholders in inclusive and accessible tourism was opened in Australia on Monday by Senator the Hon Jan McLucas, Parliamentary Secretary for Disabilities and Carers at Parliament House, Canberra. In her opening address, McLucas said that the Australian government wants to see improved access to airlines, resorts, hotels, tour operations, restaurants and cafes.  People with disability should be able to enjoy their holidays without barriers. The National Dialogue brings together peak providers of tourism focused information and referral services for people with disabilities to share evidence and research on tourism and disability and to identify ways to raise awareness of the value and need among the industry as well as government and the general community of improved accessibility for people with disability (McLucas).

The Dialogue, hosted by NICAN and chaired by Annette Ellis, National Patron and former Shadow Minister for Disability and Carers, has agreed on a call to action for the tourism industry, government and the Australian community.  A joint communiqué notes amongst other things that:

• Accessible tourism for people who have a disability or who are ageing is seen as an opportunity for Australian Tourism to seize the competitive advantage in a tight market.  The time is right for action as Australia’s baby boomers retire.
• Key stakeholders including researchers, tourism operators and referral providers have joined forces, with the support of the Australian Government, to build awareness about the opportunities and to address barriers to tourism by these groups.  
• There is growing understanding of the potential of accessible tourism to boost visitor numbers and strengthening Australia as a top draw international tourism destination
• Access to leisure and recreation, including holidaying, is an important part of living an ordinary life and helps realise the United Nations Convention on the Rights of People with a Disability and the Australian National Disability Strategy.
• Accessible tourism will help build a more welcoming and inclusive society, where individuals and families with a disability have choices and no longer feel shut out
• Accessible tourism makes good business sense and is also consistent with rights, access and corporate social responsibility.

The Dialogue welcomed the Government’s commitment in the area of travel and tourism through the National Disability Strategy as well as work on Access to Premises and Transport Standards, access to airlines and cinema access.   It pointed out that more could be done including an inclusive/accessible tourism category within a mainstream tourism award; a marketing strategy; a practical information guide; a national forum with tourism operators and further work to refresh and promote the business case for inclusive and accessible tourism, especially with industry.  The communiqué was issued by Australia For All Alliance Inc, Greatvenue,  Disabled Motorists Association, Disability Information and Resource Centre, NICAN, IDEAS, Travability, and Leadership Plus.

Darren McClelland of Enjoy Inspire, Victoria, recently attended a forum on Access Tourism put on by the Victoria Tourism and Industry Council (VTIC).  The VTIC is cognisant of the fact that the population is ageing, experiencing increased disability, retiring, and travelling more frequently. Darren reports about the forum that several speakers gave presentations, including one on the imminent retirement of the Australian Baby Boomer generation, whose number one priority is travel.  Their average age will be 64, and over half of Australians 60 or older have a physical disability.  Therefore, Access Tourism is not a niche market but a large and very important one.   Successful Access Tourism case studies were presented, and Bill Forrester (who spoke at the first Access Tourism New Zealand conference in 2010), suggested that there is an information problem for accessibility more than an infrastructure problem.   He said that often facilities are available but tourism operators do not clearly explain the facilities or the level of assistance available from staff to help provide access. Sometimes this information is available but tucked away on a website, as if to meet legal obligations rather than treating people with accessibility needs as a valued customer.  Bill (Twitter: @Travability) explained that tourism operators should readily make enough detailed information available to customers for them to make their own decision about whether it is safe and convenient to visit. He noted the sector is loyal and will bring friends if these customers feel safe and valued. Enjoy Inspire considers good information will enable visitors to make their own risk assessment and will provide less inconvenience to operators from unexpected surprises for guests with accessibility needs. For instance, an accommodation provider could explain clearly on its website where rails are situated in its guest rooms along with the height of the rails from the floor. An explanation of internet access and whether televisions have captions functionality will assist those with hearing difficulties.

The newly released New Zealand Regional Visitor Monitor (NZRVM) shows that the percentage of  domestic visitors who are 45 years of age or older visiting regions in New Zealand has increased over the last several years.  To the year ended March 2011, that percentage was 44%.  The percentage of international visitors 45 or older has remained fairly stable at around 29-32%.  But this percentage is bound to increase as Baby Boomers retire and begin to travel more.  The NZRVM also shows that for both domestic and international visitors, to “Challenge and Test Myself” is not a high motivator to visit, but New Zealand still promotes itself as an adrenalin destination.  Nothing wrong with that, but we should balance that out by looking at who our visitors  actually are and who they will be in the future.  There are very few grey hairs in New Zealand tourism advertising.   Hopefully the New Zealand tourism sector will take note of actual trends and begin to include older people in planning and advertising, as advocated by Access Tourism New Zealand many times before (most recently, here).

Meanwhile, in the USA, mainstream USA marketers are  working to target people over 45 – territory they previously left untended.  Why? There are more Americans aged 51 today than any other age, the average Baby Boomer is now 54, and the largest group of Boomers is aged 50-55.

The Silver Group recently polled 14,000 Americans aged over 50 to determine their attitudes to Age-Friendly brand experiences. Their research shows that  

• A brand’s ‘age-friendliness’ is critical in determining purchase decisions and choices for 6 out of 10 older consumers.
• All categories will be affected including travel/tourism (47%), sports gear (48%), apparel (53%), skin-care (46%), finance/insurance (54%)
• All customer touch-points need review including: product/service design (39%), retail environment (63%), website (45%), social network/reviews (72%), Advertising/PR (82%).

 Dispelling the myth that being ‘age-friendly’ means being ‘old’, the research showed that Apple is the most age-friendly brand among those surveyed so far. On the other hand, the process revealed flaws in major brands including Burger King, American Express, Singapore Tourism.  Creating an ‘age-friendly’ customer experience will be critical to retain loyalty and attract the business of the exploding older market.

Safe and reliable mobility is one of the primary challenges facing cities today. In industrialized countries, ageing societies mean that growing numbers of people are finding it more difficult to move around because of physical barriers, inadequate signposting and a general lack of attention to accessibility in planning and design. The obstacles once experienced by “disabled” people are now recognized as problems that will affect almost everyone at some point in their lifetime. So says the Schindler Group in announcing the fifth Schindler Award.  The Schindler Award is an architecture competition that challenges young architects to place “Access for All” at the centre of their design philosophy. Open to students and schools of architecture in Europe, the Award recognizes urban designs that are characterized by inclusiveness and barrier-free mobility for people of all ages and capabilities. The Award challenges young architects to think beyond form, light and materials and to focus on the needs of the people who will eventually inhabit the structures and spaces that they design.  “Access for All” is a design philosophy that envisions a built environment designed with the specific and changing needs of all its inhabitants in mind, irrespective of their age, status and physical capabilities. It goes far beyond “bolt-on” measures such improvised ramps and parking spaces reserved for disabled  drivers, and instead recognizes the urban landscape as a diverse environment where everyone – children, young people, parents, workers, the elderly and people with disabilities  – is able to move around freely and to share and enjoy public spaces. 

The Award grew out of the Schindler Group’s involvement in the European year of Disabled People in 2003. When Schindler supported a project aimed at raising awareness of the obstacles faced by disabled people.  Registrations open in September, 2011.

Congratulations are due to Tauranga City Council for becoming probably the first Council in New Zealand to decide to adopt an Age-Friendly Vision and to integrate a strategy in the Council Long Term Plan 2012-2022.  For some years now various individuals and community agencies in Tauranga and the Western Bay of Plenty have promoted the relevance of the Age-Friendly Cities concepts for this high ageing region.  A Towards Tauranga Age-Friendly City Collaboration of 11 agencies submitted to the City Council Annual Plan seeking ‘A City For All Ages.’  Similar submissions were addressed to Western Bay of Plenty District Council and the Bay of Plenty Regional Council. It was proposed that each Council allocate staffing resource to develop a strategy this year for inclusion in Council Long Term Plans. Many people took part and attended in support of the submission hearings.  “It is very heartening that the community voice was respected by the City Council,” said Carole Gordon, Convener of the collaborative effort.

The Global Age-Friendly Cities framework is promoted by the World Health Organization as a guide for Local Governments to respond to planning for population ageing. It seeks to adapt systems and policies to meet the independence needs of increasing numbers of mature and older people as the baby-boomer generation ages. “What is really interesting is that when improvements are made to suit elders, the outcomes produce social and economic benefit for all generations,” says Carole.  “While this is often hard to understand, we have to look ahead with a generous and not limited perspective, after all, this group will be largest set of consumers the world has ever known! Here in Tauranga the number of people 65+ will increase by 50% within the next ten years and is projected to reach nearly 32,000 by 2026.”

As well as the WHO Global Age-Friendly Cities programme, there are a number of other international initiatives to improve access in cities.  Recently for example, Avila Spain won the first European Commission Access City Award, and Charlotte North Carolina and Brazos Valley Council of Governments Texas (U.S.A.) won the Environmental Protection Agency “Building healthy Communities for Active Ageing Award”.  Singapore has created a “City for All Ages Project Office”, London’s Mayor promises an access legacy from Olympics/Paralympics 2012 and access improvement has been part of the games planning since 2004, and many cities across both the developed and developing world have access guides for seniors, people who are not as agile as they once were, or people with disabilities.  The reason? Populations across the world are ageing and there is an economic benefit to becoming age-friendly and improving access.

American Baby boomers and seniors age 50+ are increasingly likely to have a cell phone, a laptop, or a game console, representing the fastest growing age segment to adopt social networking technology (Rhodda).   The American Association of Retired Persons (AARP) sees this as an opportunity to provide a connected lifestyle that blurs boundaries across home, work, leisure, and retirement, smoothly connecting online and offline lives.  Twitter use by 55-64 year old Americans doubled between November 2010 and May 2011, and also increased in 45-54 and those 65 or older (Pew International).  In Canada, those aged 55 or older are the largest drivers of social networking growth.  Canadians age 55 or older experienced 36% growth in unique social networking visitors and 48% growth in total social networking visits. Canadians 55 and up represent a combined 18% share of total social networkers. In contrast, social networking actually declined among Canada’s youngest consumers in the same time period. Canadians age 2-17 reported 9% fewer unique visitors and an 18% reduction in total visits (European Travel Commission).  Increasing tech use by older people will be important to tourism too.  A PhoCusWright report notes that by the end of next year, travellers will book one third of the world’s travel sales online.

In spite of these increases, the tech-enabled lifestyle is not yet widespread among older age ranges, and this is caused by  technology choices that are complex and devices and software that are difficult to use, even as their use becomes a necessity.  What is true for all technology is that there is good design, for example, new tablet computers, and there is bad design, for example TV remotes (AARP). Good design is intuitive and easy to use at any age.   To enable a connected living and social aging experience, vendors need to step up and begin to design for all, enabling user experiences that can appeal to all age groups (AARP).

The ageing market is a big market.  This year (2011), the leading edge of the nearly 80 million Baby Boomers in the United States will turn 65 and become “officially” senior citizens. But the Boomer generation isn’t just big — it’s made up of people who think and act differently than previous generations. As Boomers confront “old age,” they will certainly defy what we think it means to “get old.” It will “challenge us to rethink how we use the web and how we engage older people with newer technologies” (Jamie Carracher).  With the ageing of the population, “accessibility has to be built into the planning processes for new projects from the beginning, including consideration of design, text size and physical usability.”

NZ Senior Citizens Minister John Carter has recognized the growing importance of the older market to NZ tourism, but the message does not seem to have been heard by the NZ tourism industry.   Carter, in talking about a new SuperGold card reciprocal agreement with Australia, notes that the over 65s are a fast growing population who are travelling more, with over 100,000 Kiwi seniors heading to Australia each year. “70,000 Australian seniors head for our shores each year and spend over $131 million while they are here……With all the travel our citizens do between our two countries, I can see this as a great opportunity to grow seniors tourism and build on the ANZAC spirit.”

The seniors market seems to be largely neglected in New Zealand. Currently, Tourism New Zealand (TNZ), which is NZ’s official overseas marketer is running a global – including in Australia – youth campaign called There’s Too Much To Miss with the objective of driving as many 18-29 year olds to the TNZ site as possible (IT 827).  Another current marketing effort is the 100% PureYou campaign, which in the Australian market shows young women jetboating, a man of about 35 with his young children, and a young women horse riding.  Not a single grey hair in sight. The snapshot of this campaign in other markets also does not show anyone with grey hair – except for a guide.  In addition, there is only one older couple in the What do You Say UK campaign, the remaining dozens of interviewees/models all look younger than 45. 

According to Travel Today, TNZ has been forced recently to rethink its international marketing as the organisation had been “too carried away” with pushing an adrenalin theme.  Kevin Bowler told delegates at the Australian Tourism Exchange in early April that the organisation altered its marketing strategies midway through last year after research found interest in the destination was not converting as well as hoped.  “We probably got a little bit carried away with adrenalin and how exciting everything was.  As a result Tourism NZ has looked to promote more “relaxation and rejuvenation” product as it looks to secure more of what Bowler termed the “active considerers”.    This is a step in the right direction as a NZ Ministry of Tourism report released over a year ago finally recognized leading edge Baby Boomers as NZ’s largest domestic market segment.  The Domestic Market Segmentation report notes that this segment is asset rich, money is less of a barrier to travel than with other segments, and holidays are very important to them.   Also over a year ago – at the 2010 Australian Tourism Exchange – Michael Londregan, a California-based travel agent, who oversees Qantas’s holiday arm in the US and Canada, said at the Australian Tourism Exchange trade fair in Adelaide that Baby Boomers were the key market returning to international travel (ATNZ).  On top of that, NZ Ministry of Tourism data shows that the over 45s comprise around 45% of our international visitors.  There is nothing wrong with NZ appealing to a young market, but lets also go after those with grey hair and money.

Cruise ships and the companies that run them have become much more attuned to meeting the needs of their ageing and disabled passengers.  No longer is the stereotypical cruise passenger fit, healthy, and dancing – instead many are using walkers, canes, wheelchairs, and scooters  Some cruise passengers may have sight loss, be blind, have hearing loss or be deaf, and cruise lines are pursuing this market opportunity.  This has been prodded not only by considerations for the bottom line, but also by changes in laws. Under Maritime law, a ship’s flag determines what country has jurisdiction. Therefore, an American ship flying an American flag off the coast of Africa is still governed by American maritime law; similarly, Italian law would govern an Italian ship on the coast of California.  However, as of 2004, foreign cruise lines sailing in U.S. waters must comply with the Americans with Disabilities Act, which requires access to passengers in wheelchairs. And last year, a new USA Department of Transportation rule was announced which ensures vessel operators policies do not discriminate against passengers with disabilities.   In Europe, cruiselines, tour operators and travel agents will need to work more closely to ensure they do not breach new European Union regulations on selling cruise holidays to disabled clients.  The EU Regulation 1177/2010, which gives new rights to cruise and ferry passengers, becomes law on December 18, 2012. Breaching the new rules- which apply where embarkation is in the EU – will result in a penalty.

Cruise Lines International Association (CLIA) predicts that the 2011 cruise season will be better than ever before, with 16 million passengers (an increase of 6.6%).   Here in New Zealand, the number of Kiwis taking a cruise has reached a record high, increasing 62% over the last five years.  The important role played by older tourists in this growing sector was in February recognized by the NZ Tourism Industry Association when CEO Tim Cossar stated that “the cruise market is being driven by high spending Baby Boomers”.  In spite of that, our ports are ill prepared for an influx of older visitors.   Cruise passengers travelling to New Zealand tend to be in older age groups.  72% are aged between 55 – 74 years, while only 5% are under the age of 40 (2006/2007 Cruise Research, Tourism New Zealand).  Along with an increase in the age of our visitors will come an increase in visitors with disabilities because disability increases with age.  Given this, the rise in cruise numbers, and the increasing provision of access on ships resulting in more passengers that have disabilities using those ships, Access Tourism New Zealand will continue to advocate for an improvement in access at NZ ports. 

For information about cruise lines and access – including caveats against particular choices – and for cruise tips for people with disabilities, visit the Cruise Critic website.

In February, the USA  Environmental Protection Agency (EPA) announced the winners of the fourth annual “Building Healthy Communities for Active Ageing Award”.  The principal goal of the Award program is to raise awareness across the US about healthy synergies that can be achieved when communities combine and implement the principles of smart growth with the concepts of active aging.  

What began as an initiative by the World Health Organization in 2007 has now trickled down to cities across the US, Canada, Europe, Latin America, and beyond. In its push for the continued creation of environments that foster social inclusion and social participation, WHO stresses that “Active ageing is a lifelong process, …[therefore] an age-friendly city is not just ‘elderly friendly.’

Smart growth principles include  communities designing places that increase mobility and improve quality of life. Neighborhoods that integrate homes with shops, services, and parks and recreational facilities allow residents—especially older adults—to pursue an interesting and active life without depending on a car.  Active aging takes place when elders regularly participate in structured and unstructured physical activities.  By 2030, the 65 and older population in the United States is expected to reach nearly 20 percent, or more than 70 million.  Communities can promote Active aging by implementing a diverse array of accessible physical activity programs or self-directed activities such as walking and biking to local parks and greenways.

The EPA Achievement Award winners are public sector entities or neighborhood or non-government organizations that demonstrate excellence in building healthy communities for active aging.  One of the 201 winners was the City of Charlotte, North Carolina.  In the last five years, Charlotte has built sixteen miles of greenways, 88 miles of bike facilities and 106 miles of sidewalks have been completed. By retrofitting dozens of streets and adding ADA (Americans with Disabilities Act) ramps at intersections, the City has made improvements for pedestrians of all ages and abilities.  The other recipient was Brazos Valley Council of Governments, Texas. Brazos improved biking and walking facilities, developed a wheelchair accessible trail system at Wolf Penn Creek, and a LifeTrail™, a fitness circuit designed to meet the needs of persons of all abilities, amongst other things.

Meanwhile, Colin Milner, CEO of the International Council on Active Aging points out that those 50 and older represent a huge market.  ”While there’s bound to be some segmentation, certain values, principles, and social-economic forces are converging to the point where we can make some predictions for the market as a whole.”  These include growth of “green exercise” and green communities. “Hiking, trail walks, meditation gardens, labyrinths, cycling paths, gardening, and eco tourism will flourish going forward,” says Milner

 Sources: US Environmental Protection Agency (EPA)

In a positive step forward, the New Zealand Government has recognized the skills, knowledge and economic power of older people and how these will benefit New Zealand’s economic competitiveness in the next 40 years.  Minister for Senior Citizens John Carter – in releasing a report called The Business of Ageing, Realising the economic potential of older people in New Zealand: 2011-2051   – said that in less than 20 years, one million people in New Zealand will be over the age of 65, compared to about 560,000 today. And in 40 years, one in four people will be aged over 65, compared to one in eight today.  “People over 65 are predicted to be our only growth market in terms of demography. They will become one of the most significant consumer markets in New Zealand. They will have their own needs and preferences that are quite different from earlier generations of older people, and also quite different from younger people.  Baby boomers will be healthier, better educated and have more spending power than any other generation reaching 65 in New Zealand’s history.  They want to stay active and keep working. Flexible work options could drive job growth and help us respond to projected skill and labour shortages.  Government cannot work in isolation to develop priorities for older people, so buy-in from the business sector, employers and people of all ages is essential to capture the possibilities this report outlines” said Carter.

That the mature market is hailed as a good example of an opportunity for New Zealand, both domestically and internationally is a major step forward.   The report mentions tourism amongst other things.  Certainly, in tourism, there has been little recognition of the growing importance of this market.  The first mention of the fact that “travellers in the older age groups will become even more significant in the future” occurred in the Ministry of Tourism’(now part of the Ministry of Econmic Development) report, Interenational Visitors Tourism Sector Profile, in June 2009.  Then last year (2010), Prime Minister and Minister of Tourism John Key said that moteliers should not be surprised if their market becomes increasingly retired people. “They will travel around New Zealand as they will have more time on their hands and will want see the West Coast or whatever and you will get more of them as at the moment New Zealand has 535,000 over 65 and in 40 years it will have a million.” said Key.    Also in 2010, the government released a report which recognized the importance of the older market.  The report – Domestic Tourism Market Segmentation - went on to state that major barriers to this group travelling are “health and disability (their own or that of a travelling companion) as well as lack of travelling companions”.    

This latest report states that ”A tourism industry that responds to the changing demands of baby boomers over 65 could have spin-off effects for other industries and stimulate regional economic growth”. As Access Toursm New Zealand has pointed out on numerous occassions, if New Zealand is to seriously market to and cater for older travellers (or indeed, older markets in general), it has to take into consideration that disability increases with age, and must improve its access tourism offer.  Instead of seeing a person’s disability as a barrier (as the Segmentation Report does), it must look at  environment factors such as inaccessible tourism websites, transport, accommodation and other innaccessible products as disabling.

The Annals of Leisure Research is seeking papers for a special issue that examines the inclusion and citizenship of people with disability in “cultural life” (recreation, leisure, the arts, sport, or tourism).  The purpose is to:

a)      clarify what the terms inclusion and citizenship mean in different cultures;

b)      to place inclusion and citizenship to ‘cultural life ‘(recreation, leisure, the arts, sport or tourism) across discourses relating to economic, social and environmental contexts that affect people with disabilities participation; and

c)       to discuss the terms inclusion and citizenship from the ideological frameworks of government, researchers, providers of service or disability advocacy groups.

Submissions are sought from the consumer (demand), providers (supply) and coordination/regulation (government) sector perspectives. The guest editors invite interested researchers to contribute theoretical, methodological or empirical papers related to the theme of this Special Issue. The topics of potential papers include but are not limited to:

• The role of inclusion and citizenship in the construction of ‘cultural life’(recreation, leisure, the arts, sport or tourism) environments and experiences;
• What is the impact of inclusion/exclusion on the person and their experiences?;
• The social and/or cultural construction of inclusion in ‘cultural life’(recreation, leisure, the arts, sport or tourism) activities and experiences;
• The role of inclusion in the construction of cultural, sub cultural and personal identities of different societies;
• The role of inclusion in the construction and/or deconstruction of the intersection with gendered, ethnic and sexual identities within the experience of ‘cultural life’(recreation, leisure, the arts, sport or tourism);
• How experiences of inclusion compare and contrast between different dimensions of disability (e.g. mobility, vision, hearing, cognitive, sensitivities etc.);
• The impact of inclusion and citizenship within space and place making

Important Dates:

• Abstract deadline: 30 June 2011 to Jerome(at)dal.ca
• Notification of acceptance of abstracts deadline: 1 August 2011
• Submission for double-blind reviewing process: 30 November2011
• Review Process Notification: 30 January  2012
• Special issue publication: June or December 2012

For submission guidelines and more, continue reading……………..

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The government of Singapore is creating an inter-agency office that will develop a more accessible urban environment for the country’s older citizens and wants to be a world leader in this field (ChannelNewsAsia.com). Called the “City for All Ages Project Office”, it will look at improving physical infrastructure to make it more senior-friendly, while supporting services that cater to this growing group.  The first of the Baby Boomers reached 65 this year, and the population of people over the age of 65 will continue to rise over the next 20 years.  Singapore is one of the fastest ageing societies in the world, with one million citizens born between 1947 and 1965.  The goal of the office is to make a city that is both affordable and liveable to Boomers and seniors.  This is a smart move by Singapore because not only will it make the city more accessible for residents, but it will also be more accessible for visitors, who are also ageing.  The agencies involved are: the Ministry of Community Development, Youth and Sports (MCYS), Ministry of National Development (MND), Housing & Development Board (HDB), Urban Redevelopment Authority (URA), Centre for Livable Cities (CLC), Economic Development Board (EDB) and SPRING Singapore.  The office will report to the Minister in charge of ageing issues Lim Boon Heng.   “Let me explain what we mean by ‘liveability’. It goes beyond being barrier free. It goes beyond universal design,” said Heng. “Liveability takes into account the socio-psychological needs of older people, including the need for familiarity, sense of place and sense of safety and convenience.”  The agency plans to accomplish these objectives by coordinating research efforts, and  encouraging the design of new products and services for Boomers.

Derek Thompson, who writes about technology for The Atlantic, predicts that as the world ages, the development of technology will expand to cater the needs of the ageing.  A Pew Internet study shows that 81% of younger Boomers (those born between 1956-1965), 76% of older Boomers (1946-1955), 51% of the Silent Generation (1937-1945), and 30% of the G.I. Generation (born before 1937) use the internet.  And Pew reports that “the fastest growth has come from internet users 74 and older: social network site usage for this oldest cohort has quadrupled since 2008, from 4% to 16%.”  Also, wireless net access is definitely not the exclusive province of youth. Like the recent iPass mobile workforce study — which put the median aged of a mobile-enabled worker at 46 — Pew found that 55% of people aged 46-55 access websites or other digital media or services via a laptop, cell phone, or other internet-connected mobile device.  And Baby Boomers are using the web as much or more than younger users to make travel reservations (Millenials 64%, Gen X 67%, Young Boomers 70%, older Boomers 67%, Silents 61%, and G.I.s, 53%).

 An American Express study reports that more than half (54%) of Canadians aged 55 to 64 say being able to access the internet anywhere has changed their overall spending habits. This indicates that devices such as Smartphones will continue to prove popular among Baby Boomers.  And in the USA, older shoppers make more purchase of health, beauty, food, and beverage products on line than do younger shoppers.   In addition, the percentage of older Americans using GPS is the same as for the younger groups (25%).  While younger age groups currently predominate on Facebook, about 20% are 40 or older.   And check this neat You Tube post from the American Association of Retired Persons (AARP), which shows that people 65 or older are adopting Facebook faster than any other age group,  that the largest group on Twitter are people 35-49, and that the largest demographic on Match.com is 50 year olds.

The second series of the annual CEO-level conference, Ageing Asia Investment Forum (AAIF) will be the first conference in Asia focused on healthcare and ageing well for Asia’s ageing baby boomers.  By 2050, the number of people in Asia above 60 years of age is expected to be 1.2 billion, four times higher than in Europe and the United States, combined. In Asia-Pacific, baby boomer (born between 1946 and 1965) consumers control and an estimated wealth of US$11 trillion.

AAIF will be held in Singapore from 4 – 6 April at Pan Pacific Hotel.   Focused on the business of enabling healthy ageing, 40 CEOs from over 12 countries will discuss investment and collaboration opportunities for Asia’s emerging silver industry.  Over 200 international top business, government and not-for-profit leaders from various major baby boomer and ageing markets will attend the forum.  An international panel of speakers form Asia’s fastest ageing markets – including Japan, China, Korea, Malaysia, Singapore will present and discuss:

• Health tourism
• Successful Japanese business models in accessing the ageing market
• industry collaboration and PPP investment opportunities in ageing Asia
• Asian healthcare groups strategies on longevity, preventive health, wellness, seniors housing and step-down care
• Identifying seniors’ living solutions for Asia: ageing-in-place versus retirement communities

Bill Forrester, of Travability Australia, who gave a presentation at the first New Zealand conference on Access Tourism (AT) in October 2010 about how tourism businesses may comply with access legalities, but not promote this fact, also spoke recently on this topic at the Society for Accessible Travel and Hospitality (SATH) conference in Florida.  Forrester thinks that we are at a critical turning point in the future of AT.  Over the past 20 years the advocacy concentration has been on breaking down the physical barriers that prevented People with Disabilities (PwDs) from accessing holiday destinations.  Now the problem lies in the fact that the travel industry has failed to move beyond a compliance model.  Facilities are built but are poorly understood if they are understood at all, and even where facilities are excellent the accessible tourism sector is not regarded as a valuable market segment, or not understood as a market segment at all. “The result is that those facilities are never disclosed, never advertised and never published in a way that the travellers who need those facilities ever get a chance to know where they are.”  Now, it is recognized that progress will result if the mainstream industry understands the economic benefit AT can bring the tourism sector.  Forrester cites The Shotover Jet in Queenstown New Zealand as an example of a business that accommodates PwDs by offering accessible services but which does not publish this fact.   “….they are providing a service because they believe “it is the right thing to do” not because they see a valuable market. It is accommodation of a traveller with a disability not true inclusion.” 

Forrester points out the current and growing economic importance of the PwD market, and the folly of continuing to treat it as disabilities rights issue.   “Too often the provision of accessible information, like the provision of the facilities themselves, are regarded as an afterthought or part of a special marketing project to provide information out of a perceived community service. The results are often “special” brochures or special web portals that are forgotten about or become out of date once the project that created them has finished. While the intention may good the results will always fail as that information is not mainstream, further unless the person for whom it is intended actually knows about it, then it can be as hard to find as the actual facilities themselves” (Travability).  He cites another New Zealand example where this type of thinking fails. “The Department of Conservation in New Zealand recently produced two guides to wheelchair accessible and easy walks, one for the North Island and one for the South Island. Both of those brochures were never properly displayed and hence most people didn’t realise they existed. The far better solution would have been to incorporate the information into the mainstream trail information in their main National Parks brochure.”  Elsewhere, Forrester sees things improving. “The tide is changing and a great example of a truly inclusive culture is Parks Alberta with their “Push to Open” initiative, but unlike a lot of other disability projects this one is embedded into the vision statement of the organisation.”

Tony Gonchar, newly named CEO of the American Society of Travel Agents (ASTA) is keenly aware of the importance of Baby Boomers to the travel industry.  He told Travel Agent that “ The boomer generation is changing the industry and travel distribution and ASTA will have to adapt to new realities,” Gonchar said. “ASTA is indispensible to professional agents and can contribute mightily to our members ability to serve the traveling public and the new boomer market. But boomer expectations of their travel agent advisors have changed the equation.”  In a paper he wrote (A perspective on global wealth and your business), Gonchar pointed out that  Boomers today drive luxury spending based on sheer population size and available discretionary income. “Boomers control 80 percent of personal financial assets and 50 percent of discretionary spending power. They spend $500 million on vacations per year and represent 80 percent of all leisure travel.”

European Commission Vice-President Viviane Reding told Members of the European Parliament last week that she will present a proposal for a ‘European Accessibility Act’ before the end of 2012.  Eighty million people in the European Union (one in six) have a disability, but this number is expected to increase in the coming years, mainly as a result of the growing proportion of older citizens in the population.  In November 2010, the Commission presented a European Disability Strategy, which outlines the initiatives it will take during the current decade (up to 2020).  The United Nations Convention on the Rights of Persons with Disabilities (UNCRPD) was agreed in 2007 and has been signed by all of the 27 EU member states. The UNCRPD was ratified by the EU in December last year, and will formally enter into force for the EU on 22 January.  The EU executive is getting ready to launch a major study that will identify and analyse the barriers which prevent people with disabilities from making full use of public buildings, transport and all kinds of services.  The results of this study will provide the basis for developing new EU legislation on common accessibility standards in ICT, the built environment, and product design.  Reding has as a goal to get global standards put in place.

The Commission vice-president cited progress made in the USA under the provisions of the ‘Americans with Disabilities Act’, which has been in force since 1990. “I think we should learn from this positive experience and go ahead in Europe too,” she said.

Newcastle University’s Institute for Ageing and Health (IAH) is Europe’s leading research organisation tackling the broad challenges of population. It is a major source of knowledge and innovation with potential for translation into products or services.  They lead the Newcastle Science City Ageing and Health theme and are committed to seeing genuine benefit, both social and economic emerge from their world class research. They work with businesses and other organisations to support the development of knowledge and innovation to underpin new products and services suited to a society with a much greater average age. According to IAH, few companies are prepared for the changing age demographic. Many seem stuck in the groove of automatically targeting their efforts at the younger generations: so far at least, many companies have failed to age with their customers. As with all forces for change, ageing presents a challenge and an opportunity. Companies that analyse the situation correctly and successfully should prosper.  Companies that engage and trade the 50+ market will be working with a longer living, healthier, more demanding and more diverse group of consumers which:

• Is a growing market with wealth spending power and high expectations
• Is currently 20 million strong in the UK and growing fast
• Holds 80% of the UK’s wealth
• Spends as much as 40% (£260bn) of UK consumer spend
• If aged between 50 and 65, spend twice as much on leisure and entertainment as the under 30s
• Own laptops (56%) and mobile phones (70%) (NSC)

A seminar about business opportunities and an ageing society will be held at Kirkley Hall, Ponteland Newcastle on 18 January.  Register here.