Recreational Travel and the Elderly: Marketing Strategies with a Normalization Perpective

Research suggests that elderly travelers may differ from other travel segments of the population. A desired approach toward service provision is based on meeting individual needs and interests of the elderly traveler, but avoids stressing "differentness" as much as possible. A marketing mix directed toward this population, including the product, place, price, and promotion associated with the travel service, enables the director to successfully meet the travel needs and interests of the elderly. Travel directors must also work to ensure that travel experiences are appropriate and meaningful, stressing respect and dignity for the elderly.