The senior tourism in Ireland today: a specific marketing?

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The senior tourism in Ireland today: a specific marketing?

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Thèmes abordés

Tourisme, Senior tourism, Ireland, specific marketing, irish seniors, consumption's behaviors, tourism sector, service providers, tour operators, travel agencies, ageless marketing, multi-generational marketing, mature market

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Résumé du document

This report will present the criteria which allow the segmentation of the wide population of seniors. This one evolves in its consumption and its practices and represents today a real issue for the actors of voyage. The seniors have very different motivations in comparison with the other consumers about the touristic demand. They do not leave for the same reasons and do not have the same means. It is necessary to have recourse to a specific organization for the seniors, in adequacy with a specific segmentation. There exists multiple actors in tourism of seniors and those adopt different marketing strategies, for example by conceiving specific or more global offers for the seniors. Lastly, the marketing mix, the "4P", represents an obligatory element to control for any Marketer in order to target this population.

Sommaire

Présentation du contexte universitaire
Senior's impact in the tourism market in Ireland
1. Seniors : definition and segmentation
2. Consumptions' behaviours of Irish seniors and its evolution
3. Stakes of the market
Behaviours of seniors in Ireland concerning the tourism
1. Travels' motivations of seniors
2. Places and periods preferred by Seniors
3. What is the best organization for a senior travel?
Which marketing strategy marketing for this target?
1. The different actors in the tourism market of seniors
2. The various strategies used
3. Marketing Mix

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Extraits

[...] But, we don't note a large difference according to the age of seniors because the hotel counts for 13,6% of the 55/74 years nights and 12,4% for the 75 years and more Periods They want to avoid being alone! Why the pensioners should be confined to leave for the hollow periods? The seniors don't want to be put aside of the society any more. To persuade them to leave only during the hollow periods, it is to convince them that they are different Their voyages are more distributed than actives people during all the year. [...]

[...] They also like to deal with their small children and devote many moneys for them. But, it is important to specify that Released pay a great attention to their health because they are aware of their age and they know that it is essential to have a good hygiene of life. The Peaceful From 75 years, we enter in the old age, thus the health's parameters become a determining factor for the Peaceful. They become more sensitive to the climate, to the food but they remain able to have a normal social life. [...]

[...] The number of companies targeting the seniors in Ireland is still weak and this “ostrich policy” could be fatal for them. In addition, it is necessary to take into account that the new generation of seniors has waiting and behaviours of purchase extremely different from their elders. There are four reasons to be interested on this target: - Demographic: there is a considerable growth of manpower at this age' bracket in situation of autonomy - Economic: they have a best purchasing power which is more consequent than the last and current generations - Social: continuing to travel, they will maintain their social link longer - Medical: holidays is like a remedy against ageing and consequently, for a control of the costs of the health insurance. [...]

[...] However, even if many professionals of tourism say seniors represent a stake for them, there are not always adapted to this target. Thus, companies like Havas, Club Med, and Fram don't practice any particular policy for seniors. It is voluntary; they study their waiting but don't seek to target them. In the senior tourism, there are two main tendencies. The first is the increase of the long stays, which can last from three to six months. We find mainly this tourism in North Africa (Morocco and Tunisia) where some reprocesses decide to settle definitively or for all wintry time. [...]

[...] There are four stages of lives: grandparents, active, free, new single Grandparents In general, people become grandparents towards 49 years old. At this age, the gifts for the grandchildren start. But the relations become also complicated in the recomposed families. Active They are the seniors who are still in activity and whose children left the house. In general, they have comfortable incomes and have an important purchasing power. Free They are the old active which has spare time with their retirement now. New single These new single people are sometimes unmarried but more importantly widowed. [...]

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