The extent to which major UK hotel chains are accommodating the needs of older travellers
Author: Mantas Sorstovas
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Abstract
The purpose of this paper is to give a better understanding of the difficulties and needs that elderly travellers are faced when staying in different types of hotels. The main research question was 'The extent to which major UK hotel chains are accommodating the needs of older travellers'. Primary research has been carried out comparing and contrasting ten major UK based hotel chains.
Key Words
Senior Market, Hotel Accessibility, Needs of Elderly Travellers, Accommodation
Introduction
According to Page (2003), tourism is not a recent phenomenon. Although it was argued that tourism has become accessible product only in the consumer led society, but its roots can be traced almost to the origins of the civilization. Tourism has experienced such a rapid expansion because of several factors. First of all, the increase in disposable income in the developed world, and secondly, the Asian economies moving into the consumer era. Because the rise has not been evenly distributed, seniors and early retirees with high income and usually with no children have benefited as tourism product became more sophisticated at tapping into their needs. (Yeoman, 2008).
'Senior Market'
Shiffman and Sherman (1991:190) used the term new-age elderly to describe a different segment that does not fit the negative stereotype image of the traditional elderly population. This segment has positive values, attitudes, and behaviour that differed from the traditional group.
Jones and Blackburn (2007) employ different terms to describe what is known as the 'Senior Market'. 'New senior citizens', 'young sengies', 'whoopies', 'retiring baby boomers', or the 'grey market', all these terms can be used to describe the 'senior market'. In the United Kingdom in 2002 there were 19.8 million people aged 50 and over representing a 24% increase over four decades from 16.0 million in 1961. This figure is set for a further 37% increase by 2031 when there will be approximately 27 million people in this category (National Statistics, 2004).
Accommodation Sector
For many destinations, accommodation makes up the element in attracting the visitor for a week or two. Accommodation is also a principal point for short break holidays. It ranges from luxury five-star hotels that charge premium to their guests to the bed-and-breakfast, or guesthouses that are generally smaller types of businesses and are open only during the tourist season. (Page, 2003)
According to Marvel (1999:235), the hotel industry has been slow to react and affirm specific strategies to serve the senior market. The most shared approach adapted to date is to offer price discounts to people over a certain age, this is particularly seen in the American hotel chains. The similar approach has been taken by the European hoteliers. Large chain hotels in Europe offer special deals to senior groups in off-peak seasons
The Needs of the Elderly Travellers
Simon (1997) identifies several needs that can be associated with senior travellers. Some basic services such as cars and buses transporting clients to the hotel, luggage services, easy accessibility, are especially important to an older clientele. He also establishes other needs that many single seniors, particularly widows, expecting from a hotel and its staff. Older people often do not have the appetite as younger, so what he suggest that hotels should consider serving food in a smaller portions that would be much appreciated by seniors.
According to Patteson (2006:3), most senior travellers prefer discount packages that are well planned and include a variety-filled vacations, that shows that travel industry should not ignore mature age travellers as they are not interested in countryside tours as first thought, moreover they represent a growing segment and a major challenge that travel businesses will be faced in the future.
From Peterson (2001:48) point of view, overlooking seniors may engender a cost to the society. The hotel industry could contribute a social service by representing seniors as significant people who are knowledgeable and motivated. In the future, the emergence on senior market will be strongly felt around the world, because hoteliers that are dealing with leisure type clientele come to realise that special efforts will be necessary to compete in this fast growing market.
Conclusion
According to Marvel (1999), the senior market will become the only segment of the population which will see a significant growth in the next couple of decades. This should create an opportunity to hoteliers to diversify their businesses to the senior market as some of younger age segments may decline. Hoteliers will have to make special efforts to compete in this market segment. So far, discounting was the main marketing tool employed by hoteliers to attract senior clientele. Some hotel chains such as Ramada, Hilton, and Holiday Inn have adapted their businesses and made amenities available to senior travellers needs.
Bibliography
Marvel, M (1999), Competing in hotel services for seniors. Hospitality Management 18 (1999) 235-243.
Page, S (2003), Tourism Management: Managing For Change. Elsevier.
Jones, P and Blackburn, A (2007), Understanding the Relationship Between Holiday-Taking and Self-Assessed Health: An Exploratory Study of Senior Tourism.
The purpose of this paper is to give a better understanding of the difficulties and needs that elderly travellers are faced when staying in different types of hotels. The main research question was 'The extent to which major UK hotel chains are accommodating the needs of older travellers'. Primary research has been carried out comparing and contrasting ten major UK based hotel chains.
Key Words
Senior Market, Hotel Accessibility, Needs of Elderly Travellers, Accommodation
Introduction
According to Page (2003), tourism is not a recent phenomenon. Although it was argued that tourism has become accessible product only in the consumer led society, but its roots can be traced almost to the origins of the civilization. Tourism has experienced such a rapid expansion because of several factors. First of all, the increase in disposable income in the developed world, and secondly, the Asian economies moving into the consumer era. Because the rise has not been evenly distributed, seniors and early retirees with high income and usually with no children have benefited as tourism product became more sophisticated at tapping into their needs. (Yeoman, 2008).
'Senior Market'
Shiffman and Sherman (1991:190) used the term new-age elderly to describe a different segment that does not fit the negative stereotype image of the traditional elderly population. This segment has positive values, attitudes, and behaviour that differed from the traditional group.
Jones and Blackburn (2007) employ different terms to describe what is known as the 'Senior Market'. 'New senior citizens', 'young sengies', 'whoopies', 'retiring baby boomers', or the 'grey market', all these terms can be used to describe the 'senior market'. In the United Kingdom in 2002 there were 19.8 million people aged 50 and over representing a 24% increase over four decades from 16.0 million in 1961. This figure is set for a further 37% increase by 2031 when there will be approximately 27 million people in this category (National Statistics, 2004).
Accommodation Sector
For many destinations, accommodation makes up the element in attracting the visitor for a week or two. Accommodation is also a principal point for short break holidays. It ranges from luxury five-star hotels that charge premium to their guests to the bed-and-breakfast, or guesthouses that are generally smaller types of businesses and are open only during the tourist season. (Page, 2003)
According to Marvel (1999:235), the hotel industry has been slow to react and affirm specific strategies to serve the senior market. The most shared approach adapted to date is to offer price discounts to people over a certain age, this is particularly seen in the American hotel chains. The similar approach has been taken by the European hoteliers. Large chain hotels in Europe offer special deals to senior groups in off-peak seasons
The Needs of the Elderly Travellers
Simon (1997) identifies several needs that can be associated with senior travellers. Some basic services such as cars and buses transporting clients to the hotel, luggage services, easy accessibility, are especially important to an older clientele. He also establishes other needs that many single seniors, particularly widows, expecting from a hotel and its staff. Older people often do not have the appetite as younger, so what he suggest that hotels should consider serving food in a smaller portions that would be much appreciated by seniors.
According to Patteson (2006:3), most senior travellers prefer discount packages that are well planned and include a variety-filled vacations, that shows that travel industry should not ignore mature age travellers as they are not interested in countryside tours as first thought, moreover they represent a growing segment and a major challenge that travel businesses will be faced in the future.
From Peterson (2001:48) point of view, overlooking seniors may engender a cost to the society. The hotel industry could contribute a social service by representing seniors as significant people who are knowledgeable and motivated. In the future, the emergence on senior market will be strongly felt around the world, because hoteliers that are dealing with leisure type clientele come to realise that special efforts will be necessary to compete in this fast growing market.
Conclusion
According to Marvel (1999), the senior market will become the only segment of the population which will see a significant growth in the next couple of decades. This should create an opportunity to hoteliers to diversify their businesses to the senior market as some of younger age segments may decline. Hoteliers will have to make special efforts to compete in this market segment. So far, discounting was the main marketing tool employed by hoteliers to attract senior clientele. Some hotel chains such as Ramada, Hilton, and Holiday Inn have adapted their businesses and made amenities available to senior travellers needs.
Bibliography
Marvel, M (1999), Competing in hotel services for seniors. Hospitality Management 18 (1999) 235-243.
Page, S (2003), Tourism Management: Managing For Change. Elsevier.
Jones, P and Blackburn, A (2007), Understanding the Relationship Between Holiday-Taking and Self-Assessed Health: An Exploratory Study of Senior Tourism.