Target group – older visitors: great lust for life, little risk.

Retiring from work doesn't mean retiring from life. Germans actually travel more than average once they have hit their mid-fifties, and they are prepared to spend more on enjoying their holidays than other tourists. Older people feel particularly happy in Germany. However, particularly amongst those aged between 56 and 65, the trend is moving more and more in the direction of exotic countries. Yet this is a target group worth fighting for – after all, they possess great buying power and have ample time available for their travels. This is also the reason they often choose to go on holiday outside of high season.

Focus on target group: Older visitors

• Aged between 56 and 75, single people and couples
• Proportion of 56–75-year-olds in the population in 2005: 30% and rising
• Very keen on travelling, like to take holidays in Germany
• Increasing interest for exotic holiday destinations
   

Older visitors attach particular importance to:

Living actively, with confidence and curiosity – and whilst keeping an eye on prices! They love to spend their holidays in a place where they are understood and where they feel at home.
 

Their significant motives to go on holiday are:

• to experience nature
• for their health
• for rest and relaxation

It is important to offer older visitors:

• visits to restaurants and cafes
• natural attractions, excursions out in nature
• sites of cultural and historic interest / museums
• undemanding sporting activities
• grocery shopping / luxury shopping
   

Accommodation and catering

Older visitors are looking for comfort in their accommodation. They like to be catered for and have a greater preference for hotels, guest houses and inns than other age groups. Their choice breaks down as follows:
Hotel: 50%
Holiday apartment: 13%
Relatives/friends: 9%
Guest house: 7%
 

Their booking behaviour

The most important factors when they are choosing a holiday are recommendations from friends and relatives and their own experiences from previous holidays they have taken.