Agents and suppliers are not doing enough to target the over-65 age group – the most important market to luxury travel operators, according to Preferred Hotel Group president Lindsey Ueberroth.
She said the over-65s are more active, wealthier and adventurous than ever before and the industry should be doing more to cater for them instead of focusing all their efforts on the 18 to 30 market.
Research conducted by the group revealed there are 77 million over-65s in the US, with more than 11,000 a day due to celebrate their 65th birthday over the next 19 years.
“We are on the verge of a truly golden age of travel and the opportunity should not be missed to service these clients.”
Ueberroth said these baby boomers were using the internet, but when it comes to spending money on high-end travel the vast majority would turn to a travel agent to make a booking.
Preferred is planning specific marketing campaigns around the over-65s for next year, with plans to conduct research into this market in the UK in 2011.