CAPITAL STAY
How can I benefit? Promote activities Tourism impact. Older visitors will be
that give opportunities for shared experienced travellers and more active
experiences e.g. events, festivals and than previous generations. They will
sporting occasions. Promote them demand and expect high-quality
through your website and database to products and service. They will have
give prospective visitors easy-to-access the time to take holidays throughout the
information. year and will focus on experience rather
than destination. The over 50s spend
• Ageing populations 40% more on taking holidays than the
People are living longer than ever. By under 30s. Older people average five or
2010, Europe is predicted to be the six breaks and £850 spend per year.
Senior Citizen centre of the world and They are taking a more active role in
by 2020, one in five Europeans will be taking grandchildren on short breaks
65 or over. Although physically ageing, and holidays.
people are keeping their youthful
attitudes and influences. How can I benefit? Think about the
available space for luggage in
bedrooms and de-clutter as much as
We have an
possible to increase space and remove
ageing population of
obstacles. Include accessible transport
options on your website. (See Making
people who will become
your business accessible to all for
less and less able to do things more ideas.)
as they get older. In ten years
time you could have a much
narrower market just
by standing still.
Keith Richards, ABTA.
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