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

The European Network for Accessible Tourism (ENAT) reports that the Polibienestar Research Institute at the University of Valencia has won a “Turismo Accesible’ (Accessible Tourism) prize.  The prize was awarded by the University of Antonio de Nebrija and Fundación ACS have awarded for research analyzing the impact of tourism on the functional health of seniors, and the potential use of social tourism as social policy for promoting active and healthy ageing. The research was carried out by Mireia Ferri, Stephanie Carretero and Jorge Garcés. The research supports the objectives the European Strategy 2020 which – through the “Innovation Partnership on Healthy and Active Ageing” and the “European Year of Active Ageing and Solidarity between Generations (2012)” –  aims to improve people’s life while ageing, as well as sustain healthcare and social systems. The objectives also intend to raise people’s awareness about the challenges of ageing and the best ways to tackle these challenges.

The study shows a significant relationship between tourism and a better self-perceived health, better physical and mental health, ability carry out the “Instrumental Activities of Daily Living (IADL)” independently,  and less use of social and health services. The implications of these positive connections could affect the social and health systems in the way that people who feel better would use both care services to a lesser extent. Consequently, governments could see reduced spending in these areas. Accessible Social Tourism could be used as social and health policy in order to provide a better quality of life for seniors and to reduce their associated costs for governments.

Tourism habits revealed during the study included: a preference for hotel accommodation, organizing through travel agents and leisure centres, high use of packaged tours, and high preference for travel in spring and autumn due to the weather.

Barbados Minister of Tourism Richard Sealy told a recent Inclusive Tourism Symposium that the economic benefits of making Barbados fully accessible to all tourists should not be ignored. Noting that in Barbados’ fourth largest market , Canada, people with disabilities account for Can$25 billion in consumer spending, and noting that 2.7 million Britains with disabiites travel annually, Sealy pointed out that it was important to recognize the value of creating accessible spaces for all. He urged   that the efforts by the tourism industry in Barbados to improve accessibility continue and increase. The Ministry has fully supported the development of a Fully Accessible Barbados programme which has just launched a new website to highlight accessible areas on the island.

Scott Rains, of the highly regarded Rolling Rains Report also spoke at the forum, where he pointed out that creating accessibleenvironments not only benefited people with disabilities, but retirees of the “silver tsunami”, who have the time, money, and desire to travel.

Two new text books on accessible tourism are available through the European Network for Accessible Tourism (ENAT) from Channel View Publications. The first is “Concepts and Issues” (eds: Dimitrios Buhalis and Simon Darcy), which sets out to  explore and document the current theoretical approaches, foundations and issues  in the study of accessible tourism.  Professor Nigel Morgan, The Welsh Centre for Tourism Research states that this volume harnesses “the best conceptual  developments on the topic” and that it will “take accessible tourism and universal design debates into the mainstream of academic enquiryand industry practice“

The second volume is “Best Practice in Accessible Tourism” (eds: Buhalis, Darcy, and Ivor Ambrose).  It focuses on policy and best practice in accessible tourism, reflecting the ”state-of -the-art” as expressed in a selection of international chapters. It brings together global expertise in planning, design and management to inform and stimulate providers of travel, transport, accommodation, leisure and tourism services to serve guests with disabilities, seniors and the wider markets that require good accessibility. Chapter 8, written by Sandra Rhodda of Access Tourism New Zealand, describes the state of accessible tourism in this country.  Overall, the book gives ample evidence that accessible tourism organisations and destinations can expand their target markets as well as improve the quality of their service offering, leading to greater customer satisfaction, loyalty and expansion of business.  Accessible tourism is not only about providing access to people with disabilities but also it addresses the creation of universally designed environments that can support people that may have temporary disabilities, families with young children, the ever increasing ageing population as well as creating a safer environment for employees to work. Noel Scott, of the University of Queensland, Australia says that the volume “provides a ‘state-of-the-art” assessment of both theory and practice. This book establishes a new field of study and provides the benchmark against which other contributions will be judged. It integrates the work of all the key players and should be read by academics, managers and government policy makers.”

The travel industry should be targeting the over-55 market because fewer students can afford to travel on gap years, says Post Office Travel Insurance, UK. The company says that UK students starting their degrees in 2012 are expected to face an average debt of 56,000 pounds on graduation, compared with around 27,000 pounds if they began their studies this September.  With increased university fees, only 19% of students are considering a gap year or extended break this year.

In contrast, 25% of over 55s Brits plan to take a break of three months or longer, spending more than £4,000 each.  And – importantly for New Zealand – the most popular destinations for “grey gappers” are Australia, New Zealand and the US.
Recent research has shown that people in their 50s who have always wanted to escape are saying: “Let’s just do it”. They are trekking in Borneo, going on a cruise around the world, climbing the Himalayas, or exploring Alaska. There is definitely a desire to do something exciting.  ‘It is often the first thing that a lot of people do when they have retired. They go on a very long holiday’  (Ros Altmann, Saga).

Scandic – which has 160 hotels in the Nordic region and Northern Europe - is intensifying its successful focus on improved accessibility for visitors with disabilities and others who want improved access. This year, over 100 new accessible rooms will be added to the portfolio and 2012 there will be even more to meet the large and growing demand. Scandic says that more and more companies and organisations seek rooms and conference facilities that are accessible to all.  At the same time the numbers of older, active private travellers who are  attracted by improved accessibility are increasing. Improving accessibility has proven to be a commercial success for Scandic.

Design for All is a key concept in Scandic’s accessibility work. The aim is for the accessible rooms to  be just as well designed as any other room, with practical solutions that go  almost unnoticed, except by those who really need them. Hooks, mirrors and keyholes at two heights are appreciated by children, short adults and those who use a wheelchair. Height-adjustable beds and extra spacious bathrooms are  popular with all guests. Scandic’s comprehensive 110-point accessibility  programme covers everything from team member training to adapted rooms and extensive, detailed accessibility information on every hotel’s website.

“When we take over a hotel, we implement our accessibility programme within three months and, after just one year, we tend to notice more bookings from private guests and from companies and organisations, thanks to our accessibility work. This gives us a clear competitive advantage and, as well as showing our commitment to social responsibility, we see major commercial benefits in being accessible to all,” says  Magnus Berglund, Disability Ambassador at Scandic.

New hotels require smart new solutions

A lowered reception desk for wheelchair users, a guest computer in the lobby at a comfortable height for a wheelchair and an ordinary chair, a hearing loop in conference facilities and reception, and vibrating alarm clocks that also hear the fire alarms are just some examples of smart solutions that ensure a high level of accessibility.   Scandic’s accessibility work remains a core focus in  its new and refurbished hotels, with numerous examples of best practice. To read about these, continue here:

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A study by the University of Montana’s Institute for Tourism and Recreation Research estimated that one in 10 visitors to Montana arrived on a motorcycle. That’s about 1 million people (Billings Gazette).    And increasing numbers are older riders on big cruising or touring bikes. Survey data from the Motorcycle Industry Council, a private industry group, shows that the median age of bikers increased from 27.1 in 1985 to 41 in 2003. At the same time, the percentage of owners in the 40-to-49 age group increased from 13.2 to 27.9 percent, and the percentage of owners 50 or older went from 8.1 to 25.1.  That means more than half of owners are 40 or older, supplanting the once-dominant 15-to-29 age group. The transition to older motorcycle owners started to make its statistical presence known as early as 1990, and has been edging up since.

Meanwhile, the American Motorcyclist Association’s latest data shows the average age of motorcyclists is even older, at 48.

The over fifties are more mobile and more active than ever before. Between 2005 and 2010 vacation travel by Europeans aged 55 and over expanded by 17 per cent. This age group as a whole accounted for 27% of all trips abroad, or 78 million holiday trips. As far as holiday preferences are concerned, the over fifties are increasingly distancing themselves from the clichés associated with traditional travel by senior citizens.  While beach holidays outstrip any other type of vacation in Europe, and are even gaining in popularity, individual countries have their own preferences. At the same time, city tours, cruises and excursions have experienced a significant boost among the over fifty-fives.

According to an analysis commissioned by Messe Berlin and carried out by the World Travel Monitor^®, the most important source markets for the over fifties are the United Kingdom with 16.1 million and Germany with 15.3 million vacation trips. While foreign travel by members of the so-called silver age group from Britain has risen by 28% since 2005, the German market has stagnated. In third and fourth place respectively are France with 7.2 million and the Netherlands with 6.9 million trips. These four countries alone account for almost 60% of all travellers in the over-55 age group.

Dr. Martin Buck, director of the Competence Centre Travel and Logistics at Messe Berlin: “Socio-demographic change in Europe presents a major challenge as well as offering enormous opportunities. As the number of older vacationers rises, so this target group acquires growing importance for the travel industry as a whole. That is why it is so important for the world’s travel industry to be informed about the requirements, demands and wishes of the over fifties with regard to their travel plans.”

With a 28% share of the market, holidays at beach resorts are by far the most popular choice among Europe’s over fifties, and are the most vigorously expanding sector too, the number of such trips having increased by four million since 2005 (a 22% rise). The city tour sector has also expanded significantly (a 16% share of the market). In this area the volume of over fifty-fives grew by 3 million (a 32% rise), followed by cruises, with an increase of 2.4 million trips by people in this age group, and excursions, with a rise of 2.1 million. There was also slight growth across Europe in sports and health-oriented holidays.

Other countries reveal different holiday preferences. According to the World Travel Monitor^® there has been a strong decline in the interest shown by Germany’s so-called silver age group in holidays on the beach (3.8 million trips less, minus 18%). All the same, they remain the most popular type of vacation. The winners are smaller market segments such as health-based vacations (0.7 million trips, plus 61%), cruises (0.9 million trips, plus 64%), sports holidays (1 million trips, plus 53%) and city tours (2 million trips, plus 30%).  In the United Kingdom the beach is still the most popular form of vacation, by a short head. Among the French, however, excursions are roughly of the same importance as vacations at beach resorts. Although in the Netherlands the over fifties who travel abroad still tend to prefer holidays in the countryside, the biggest expansion has been recorded in city tours and holidays on the beach.

To find out more about the World Travel Monitor^® and the largest international travel industry event, continue reading……. Continue Reading

A report on Australian Baby Boomers in the May issue of the Australian Financial Review found that:

• 31% expect to retire in the next five years
• About the same percent will retire in the five years after that
• The average age on retirement will be 64
• The average Boomer will retire with A$100,000 today; $250,000 at the tail end of the Boomer generation
• 5.5 million Boomers will eventually control almost A$1 trillion plus
• Having weathered the recent recession, Boomers plan to spend their money and not leave it to their children – only 10% said they would bequeath as much as possible
• The number one thing they want to spend on is travel, followed by family, home improvement, then entertainment and restaurants

Australia is New Zealand’s most important tourism market, so it would behove us to take note of these findings.  The ageing of the population is not of course confined to Australia but is happening in other markets important to New Zealand tourism in both developed nations such as the United Kingdom and developing markets, such as China and countries of South America.   It is also happening here in New Zealand.  And population ageing is beginning to show up in tourism statistics.  Figures show that the percentage of international visitors to New Zealand who are 45 years old or older has been steadily rising in the last ten years from 40% in 2001 to 42% in 2010. Domestically,  the percentage of Kiwis who are 45 years of age or older visiting regions in New Zealand has increased over the last several years .  A 2010 survey by the New Zealand Tourism Research Institute of Auckland University of Technology of visitors to the Puhoi to Pakiri region north of
Auckland city shows that 52% are 45 or older.    New Zealand currently focuses on attracting younger visitors.  However, we need to focus more on attracting the older market sector if tourism is to be sustainable in future.

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.

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.

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.

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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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.

Tourism New Zealand, which markets NZ to the world, continues to ignore the older market.  At least, that’s what it seems like on looking at the three videos being used in their latest marketing campaign (“100% Pure You”) in Australia.  The videos feature three young women, a young couple, and a young father with his son.  Not a silver hair in sight.   This in spite of the fact that according to our own research figures, almost 50% of visitors in and to New Zealand are 45 and older.  It is also in spite of the fact that the demographic reality is that populations are ageing worldwide.  In Australia for example, our most important international market and the one this campaign is initially aimed at,  the only age group increasing is that of people 65 or older, Baby Boomers are turning 65 at the rate of 200,000 a year,  and the population over 65 is predicted to double over the next 40 years .  

And it is older Australians who are predicted by social researchers to be the ones who will spend on travel.     In caravan parks around the country they are known as the SKI Club – Spending the Kids’ Inheritance – and their vans have bumper stickers saying exactly that.  In fact, in a 2009 report informing the Australian national long-term tourism strategy, it is predicted that to 2030, the only source of increased domestic tourism activity will be in the 50+ age group, and the only increase in dollar value will be in the 60+ age group.  Why is New Zealand not targeting this growing demographic by having at least some older models in the video promotions released in Australia?

Tourism New Zealand intends to broaden this campaign to other countries.  Populations are ageing in our other traditional target markets also.  In the UK for example, it is estimated that the population of those 65 or older will grow from 16% currently to 23% by 2034, while in the USA, more than 7000 will turn 65 every day for the next 20 years.  In Japan, the population over 65 is currently 22% or about 27 million, those aged 61 to 63 number 18 million (Invest Japan), and ageing in Japan is happening at a greater rate than elsewhere (Reuters).  The mean and median age in years is about 44.5 (IPSS). According to an article in the Nikkei last year, Japanese aged 60-70 are emerging as an important source of economic vitality, as they are proving to be active spenders keen on making the most of their post-retirement years (Silver Group Asia). Data clearly shows that older consumers are more eager to spend than those younger than them.

Even in markets that Tourism New Zealand has only recently begun to turn their attention to, like China and South America, populations are ageing.  When will New Zealand begin to consistently appeal to the older demographic in these markets by at least showing them in our promotions?   Surely it is an economic imperative to do so in order to maintain a sustainable tourism industry.

Amadeus (a leading transaction processor for the global travel and tourism industry) and  Oxford Economics (a leading global forecasting and research consultancy) have produced a research report looking at trends shaping the future of travel.  The Travel Gold Rush 2020 includes findings from interviews with 30 travel industry thought leaders and, combined with macroeconomic forecasts, provides insights into how the industry will develop in the coming decade.  Focused specifically on the challenges and opportunities facing airlines and agents, the report not only looks at potential new revenue opportunities and drivers of profitability but also at how traveller tastes and preferences are changing, and new models driving future growth.  One of the nine trends they identify as altering Western travel is demographic change.  The report makes the following points:

• Airlines and agents should pay attention to meeting the potential offered by ageing in Western countries
• Older consumers tend to have substantial disposable income and more time to travel; because of this they will travel further afield
• They are looking for inspiration and experience-based travel, not destination-based travel

There are many excellent examples of attention being paid to older travellers in other parts of the world.  For example, Oz-Bus is reaching out to this demographic by offering products to suit their mature years – twin-share instead of dorms, small hostels, and no multi-share hostels.  Why? Because Oz-Bus noticed that 60% of its bookings were by over-30s, and 25% by over 60s.  Peter Beattie writes in the Australian that Baby Boomers, third age or senior tourists represent the richest ageing group in history and a class of older travellers: wealthier, healthier, more active and with higher expectations than their predecessors is emerging

In Israel, the Jerusalem Post highlights how that countries growing aged population has resulted in the development of a travel industry for seniors.  According to the article, “there are currently roughly 700,000 seniors and pensioners residing in Israel and a growing number of them enjoy good health and sufficient financial resources to enjoy their retirement years”.  The article interviews the Director of Beshvil Hazahav, a travel company specialized in tours for seniors, who points to the fact that “many retirees enjoy good health and longevity” and that “they are also at an age when they no longer have mortgages to pay and children to support”, as the reason many of them choose to travel.

In the UK,Shearings Holidays, which is the UK’s leading specialist tour operator for the mature traveller, offers holidays throughout the UK, Europe and beyond by coach, air and rail, as well as sea and river cruises. The company is part of Shearings Group, which employs over 3,000 staff and comprises as well National Holidays, Caledonian Travel, a chain of 50 holiday hotels under the Bay and Coast & Country brands, and eight Wallace Arnold Travel shops.   Travelmole reports that the company is to appoint two new sales managers in a bid to work with travel agents to drive sales in the over 50s market.  The new staff will work on pumping up activity in the south east which the operator sees as a key development region.  Commercial director Caroline Brown said: “As well as widening our product portfolio to help agents increase their sales from the over 50s, we’ll also be growing our agent support team. Agents who choose to work with us can benefit from the loyalty and high holiday spending of the over-50s market. Some of our agents have customers that book over 20 holidays each year with Shearings and 20% book more than one holiday a year.”

In addition, The International Longevity Centre UK has just produced a new report called The Golden Economy, which points out the following:

• In the UK, those aged 50 or over spent £276 billion in 2008‚ making up around 44 per cent of the total family spending in the UK.  Yet, despite the size of the market, for many, the private sector does not meet their needs.
• The older consumer market is expected to grow by 81 per cent from 2005 to 2030 while the 18-59 year old market will only increase 7 per cent.

 In the USA, Baby Boomer spending is growing at a pace that’s leaving younger generations far behind. Spending by the 116 million U.S. consumers age 50 and older was $2.9 trillion last year — up 45% in the past 10 years. USA Bureau of Labour Statistics data show that meanwhile, the 182 million people younger than 50 spent $3.3 trillion last year — up just 6% during the same decade (USA TODAY).  Marketers who ignore Boomers do so at their peril. For one thing, Boomers are about to get a lot richer. People 50 and older will inherit an estimated $14 trillion to $20 trillion during the next 20 years.

 Meanwhile, NZ ignores this market.

In a first for New Zealand, The New Zealand Tourism Research Institute at Auckland University of Technology has created a Research Programme Area in Access Tourism headed by Sandra Rhodda. 

 NZTRI’s Access Tourism programme aims to research and develop Access Tourism in NZ.  Access Tourism is tourism, travel, and hospitality for people with permanent or temporary disabilities, seniors, parents with strollers, and any person with a need for improved access.  This is an interdisciplinary research area that addresses the challenges and opportunities presented by Access Tourism.

The Access Tourist already represents a sizeable proportion of our tourism markets.  Between 17 and 20% of the population in our main markets already report a disability, and this percentage is bound to grow because the large Baby Boomer cohort is ageing and disability increases with age.  Those aged 45 or older already comprise almost half of our domestic and international visitors (and over 70% of our cruise ship visitors).

Areas of interest include:

• Research and policy development
• Understanding the Access Tourism market
• Awareness promotion and education of government and industry to the potential of Access Tourism
• Access Tourism product development and marketing in NZ
• Promotion of cooperation in a developing Access Tourism sector, including in the public and private sector
• Access Tourist satisfaction and motivation
• Economic and social benefits of Access Tourism
• Access Tourism as an important factor in tourism sustainability
• Relationship of Access tourism to Health, Wellness, and Medical Tourism
• Opportunities for Access Tourism legacy development around major events such as RWC2011

Inside Tourism reports that JetStar’s latest TV commercial highlights actors who are older than usual which saw CEO Bruce Buchanan being congratulated. “There are images of an older age group in the ad which is wonderful to see and we request you to have a word with TNZ (Tourism New Zealand, which markets NZ to the world) about it,” he was told by Carolyn Deuchar of the New Zealand Tourism Research Institute (NZTRI). “I’ll take that up,” he replied.   NZTRI has a Research Programme Area devoted to Access Tourism (tourism, travel, and hospitality for people with disabilities, seniors, and Baby Boomers who will experience increasing disability with age).  Guy King of Select Tours said he endorsed the idea of marketing to Baby Boomers. He said “TNZ has failed miserably because you get a lot of advertising showing bungy jumping and skydiving and they have largely ignored the baby boomer market.   Yet that is where a lot of the money is and that is something that needs to be addressed. I would strongly  recommend it.”  Tourism Auckland outgoing CEO Graeme Osborne added: “I can assure you that TNZ has modified its thinking to reflect that. The new broom at TNZ is taking into account those market characteristics.”  Access Tourism NZ is pleased to see that TNZ has modified its thinking and looks forward to seeing the results of this modification.