Northstar

20 | www.travelweekly-asia.com COVER STORY: SILVER TRAVEL THERE'S NO STOPPING SILVER TRAVELLERS Baddie Winkle, the octogenarian social media star, has a thing or two to show the kids. On Instagram, her outrageous costumes and controversial captions have won her a largely millennial fan base of about 2.2 million followers (and counting). In more ways than one, Winkle is an outlier for her generation - a 'cool grandma' embracing youth culture and vernacular with open arms – and yet her refusal to go gently into that good night is also emblematic of many baby boomers. The baby boomers are some of the "wealthiest, most active and most physically fit generation up to the era in which they arrived," according to Landon Jones, a writer who first coined the term that defined a generation. In 2013, the global population of over sixties stood at almost 880 million, making up 12% of the world's population. By 2020, this group will account for 14% of the total population, reaching 1.1 billion and wielding a collective spending power of US$15 trillion, according to Euromonitor. And they're not just By Danielle Yong By 2020, baby boomers will make up 14% of the global population. And they aren't wasting time sitting around, or merely spending on healthcare. splurging on healthcare or counting the hours until they slide into decrepitude. A recent survey of agents and suppliers by Virtuoso showed a spike in adventure, active and specialty travel sales in the past year, with the same percentage – 95% – expecting further growth over the next two to three years. The majority of adventure travellers (41%) are between 50 and 65 years old, followed by ages 35 to 50 (24%). The next closest group are travellers aged 65 and above at 21%. Several factors are behind adventure travel's popularity: spending quality time together on family and multigenerational trips and the ability of today's older travellers to be more active due to improved longevity and health. These travellers are most interested in hiking/trekking, followed by biking, kayaking, small-ship expedition cruising, food and wine, safaris/wildlife viewing, walking, photography, scuba diving and arts and culture. Hardly slippers and armchair stuff. The survey also revealed the top destinations for adventure travellers.Topping the list is Iceland, followed by Galapagos/Ecuador, Costa Rica and Chile/Patagonia (tied for third place), New Zealand, Peru, Cuba, Antarctica, the Arctic/ North Pole, South Africa and Australia. What do silver travellers want? According to Jessica Chuang, regional director for Hotels.com in Greater China and South-east Asia, "value, convenience and accessibility are the most important factors for silver travellers in Asia." "Considerations around travel times is also an important factor – that includes the flight time and the travel time and methods once at the destination." The popularity of Korean TV show 'Grandpas Over Flowers' may account for greater numbers of travellers to destinations like Croatia too, Chuang believes. The show, a travel reality series, follows a group of actors ranging from their early 70s to 80s as they backpack around the world on a budget. The unlikely hit show has racked up praised and accolades locally, a coup considering the youth-centric entertainment industry, one of the country's most popular exports. CATERING TO THE OLDER DEMOGRAPHIC Like any demographic, silver travellers are far from homogenous. "Their interests, experience and physical condition will influence their priorities in travel. However, it is likely older travellers will have already 'ticked the boxes' on many destinations and therefore will be more interested in unique experiences," said Kim Walker, CEO of consulting firm Silver Group. Though attitudes to travel don't change much with age, physical condition suffers an inevitable decline. Understanding these physical changes is both fundamental and critical to businesses hoping to earn the silver dollar, he added. In practical terms, Walker advised, travel operators should consider shorter flights without long transit times; tours which have more unique sightseeing, cultural experiences and heritage elements as well as less hectic schedules and strenuous activities. Hoteliers catering to this demographic can also offer tasty and nutritious foods and conveniences like firm beds. It doesn't seem like a lot to ask, and, for a segment worth billions to the travel industry, a few adjustments will ensure the silver travellers keep on moving. It is likely older travellers will have already 'ticked the boxes' on many destinations and will be more interested in unique experiences. Credit: Tomwang112/iStock

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