Hoteliers must cash in on the growing tendency to live longer and enjoy an active retirement, according to psychologist Dr Ken Dychtwald.

He spoke to delegates at this year’s InterContinental Hotel Group Americas investors and leaderships conference in Dallas, Texas last week giving them an insight into the age and lifestyle of their customers.

Dychtwald said: “Living to 90 or 100 years old may become commonplace soon. The future could be that we will see three or four generations of families wanting to spend time together on holiday for ten days.”

He also highlighted that the ‘baby boomers’ of the 1940s are now coming into retirement and expects to see a surge in them taking holidays.

Demographically he has discovered that the largest increase in population from now until 2020 in the US and the UK will be the 55-64 year olds.

Empty nesting, singlehood after being widowed and working longer in life are also trends owners were urged to think about when managing their hotel.