Best Practices and up to the minute news on Customer Experience Management and Service Excellence
Best Practices and up to the minute news on Customer Experience Management and Service Excellence
There’s a new type of vacationer in town, and they’re ready to see the world and have a great time doing it. Retirees are traveling more than ever, and resorts should be ready to welcome them with open arms – and an engaging itinerary.
America will see the biggest increase in retirement ever: More than 11,000 people a day are reaching the age of 65 this year, and a record-high 4.1 million workers will retire through 2027.
So why should the travel industry take notice of this retirement tidal wave? Because a whopping 59% of retirees will travel more during retirement than they did while working, according to Talker Research. Talker’s survey, commissioned by IHG Hotels & Resorts, reveals other retiree travel trends:
The retirement resurgence provides resorts with the perfect opportunity to create fun for an adventurous, experience-driven market.
This demographic, which often has the time and resources for extended stays, seeks comfort, activity, and the chance to form memorable experiences. Most resorts already have everything they need to appeal to this group. As they tailor services that deliver relaxation and stimulation, resorts should also craft a well-rounded stay that retirees will want to revisit again and again.
Below are 10 golden ideas for resorts that aim to captivate retired guests and make the most of long, fulfilling, and immersive trips.
The Talker Research poll makes it clear: Retirees want to do things they’ve never done before. Cultural enrichment can provide immersive experiences that connect guests with the local culture. Resorts can coordinate this by partnering with local artisans, historians, and chefs to offer workshops in local art, history lectures, or culinary classes. This meaningful connection brings life to each destination.
Health and wellness are central to many retirees’ lifestyles. On-site wellness programs, including yoga, tai chi, guided meditation sessions, and low-impact aerobic classes specially designed for older adults, are a great addition to resort programming. These activities help retired guests stay active, healthy, and connected with others. For longer-stay guests, wellness retreats or progressive, week-by-week fitness programs work well over an extended period.
Resorts can host intellectually stimulating educational seminars or a guest lecture series that feature experts on topics ranging from history and nature to financial planning and creative arts with interactive Q&A sessions. These classes can turn a standard vacation into a more enriching experience for retirees seeking mental engagement.
Resorts near natural attractions like beaches, mountains, or forests can organize scenic guided tours with birdwatching, nature photography, or seasonal foliage nature walks. By emphasizing nature and tranquility, resorts can create an inviting space where retirees feel at ease exploring and discovering at their own pace.
Cooking classes and wine tastings offer fun, hands-on ways for retirees to interact with other guests and learn new skills. Farmers’ markets selling fresh ingredients also provide a culinary excursion. Resorts can host multi-day classes that dive into local cuisine or cooking techniques, giving retirees a culinary souvenir they can take home and share with friends and family.
To address retirees’ desires for socialization and connection, resorts can host events like mixers, game nights, and themed dinners where guests can get to know each other in a relaxed setting. Longer stays lend themselves well to developing a sense of community, which keeps retirees returning to the same destination year after year.
Adventure isn’t only for the young. Resorts can adapt traditional adventure activities to suit older guests with options like guided walking or gentle hiking tours, scenic train rides, boat excursions, or snorkeling in calmer waters. With careful planning, these activities can allow retirees to enjoy the thrill of adventure within their comfort zone. Accessibility – especially for those who are wheelchair-bound – should always be a priority.
Offering low-key but creative activities like pottery, painting, or knitting workshops allows retirees to tap into their artistic side in a relaxing environment. This type of experience enriches their stay and provides these guests with a tangible, handmade memento to remember their vacation. These alternative approaches to leisure take the pressure off of constant eating and drinking. Providing live music can accent these activities even more.
With the popularity of digital detoxes on the rise, resorts can create tech-free zones or offer activities that encourage a break from screens. Mindfulness walks, guided journaling sessions, or outdoor reading and painting spaces are perfect for retirees looking to escape technology and focus on themselves, the environment, and personal reflection.
Long-stay retirees have different needs than short-stay guests, and a dedicated concierge service for extended stays can ensure that retirees have everything they need, from tailored activity recommendations to special meal plans and everyday supplies. Personalized concierge services can also include weekly room refreshes, assistance arranging off-property tours, or coordinating with local medical facilities if needed.
Retirees are seeking to expand their horizons through travel, and resorts that offer memorable stays can attract a customer base that values physical, mental, and emotional pursuits.
Now is the time to become the go-to destination for retirees seeking fulfilling getaways. Resorts can build lasting relationships with retired guests by focusing on culture, adventure, wellness, and community. Investing in thoughtful and customized recreation draws in a golden market that is ready to embark on the next chapter of its journey.
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