Targeting the Mature Traveler: Developing Strategies for an Emerging Market, Paperback/Jacqueline Jeynes

This book provides a profile of the mature travel market based on recent research by review sites, tour operators and agents, and national press. It identifies recent trends with potential growth in destinations, types of holiday, the criteria holidaymakers use when planning a holiday, and how the final choice is made. Customer data and global demographic profiles leads to a range of strategic marketing options for those in tourism and travel sectors, and travel trends into 2021 and beyond. Despite significant changes globally as the coronavirus became a pandemic, the strategic approach identified here still forms a sound basis for taking the industry forward. Whether you are a student on a travel and tourism course, part of the global travel agency network, a tour operator, or provider of products and services, this book covers the underpinning profile of who the 50 mature customer is, what they are looking for, and, ultimately, strategies to inform and encourage them to buy in the future. About author(s): Dr Jacqueline Jeynes , PhD, MBA, B. Ed (Hons), B.A(Hons) is a travel writer, regularly contributing reviews aimed at the mature travel market. A published non-fiction author since 2000, Dr Jeynes is also a course writer and tutor, an expert on Small Business Risk Management, and a Guest Blogger on many sites worldwide. She lives in Wales, UK in a popular tourist harbor town.