There's a common fear among many in the motorcoach industry. It holds that . . . tomorrow's seniors won't take to coach travel like recent generations of older Americans.
The fear is largely based on recognized traits of today's pre-65-year-olds. That is, these soon-to-be seniors are:
· Generally not group travelers.
· The first generation to become air travelers in huge numbers, and are comfortable with getting on a plane and flying thousands of miles to vacation.
· Looking for more adventure than the typical motorcoach tour offers.
· Not "joiners" like their parents. They're more independent with a smaller circle of friends and would rather strike out on their own with just a spouse.
· Not bus aficionados. Most likely they've never been on a modern motorcoach and haven't ridden a bus for any distance since they were in high school.
Not an encouraging picture. But before writing off this group of potential customers, it might be useful to give them a second look.
Writing in USA Today, author Marc Freedman and Experience Corps' CEO John S. Gomperts offer valuable insight into today's 60-64-year-olds and, at the same time, they provide food for thought for those who are challenged to market to this group and the Baby Boomers following them.
First, the obvious: Today's 60-64-year-olds are not elderly, frail, tired or retired. They are vital, vigorous and still want to change the world. Here are some other notable characteristics:
· Those who will be 65 this year can expect to live longer. Their expected life span is 83; that's up six years in the past dozen or so years.
· In 1950, the number of Americans over age 55 totaled 25.6 million, or 23 percent of the population. By 2030, that number will have mushroomed to 108 million, or 31 percent of the population.
· It was common a generation or two ago for someone to retire at 65 and within a few years get sick and die. That is rare today.
· In the 1950s, 35 percent of older Americans lived in poverty. Today that figure is 10 percent.
· In the past 30 years, the percentage of Americans with a high school diploma or higher has jumped from 28 to 70 percent. Nearly one-third of Americans 60-64 are estimated to be involved in some form of adult education. More and more Americans are retiring to communities with a university or community college because they want the stimulation.
· Almost two-thirds of those approaching retirement age say they feel younger than their actual age, and 80 percent say their retirement will be different than that of their parents.
· Research by AARP has found that nearly 80 percent of those approaching retirement expect to continue working in some capacity during their "retirement years." Some will need to work; many want to work to stay active.
· The AARP also found that 54 percent of the soon-to-be-seniors crowd says that doing work that helps others is very important to them and half expect to devote more time to community service and volunteering.
So, what's to be made of all of this?
First, the obvious: The potential market is huge. And, it's diverse. It is not homogeneous. Yes, there are more non-group travelers and travelers with a propensity to fly, but there remains millions and millions of others who might be considered more "traditional." These individuals are joiners or enjoy traveling with others, and they are probably willing to consider motorcoach travel. The key is to dig deeper, locate them, uncover their hot buttons and market to them.
Because this group is generally healthier than preceding generations, that suggests operators should be developing still more trips and tours that are filled with activities, adventures and challenges.
And, because they have a pronounced interest in health and fitness, operators ought to be looking into partnerships with health organizations, spas and fitness farms that conduct seminars or activities for adults who want to enjoy better and healthier lives. Health screenings, walks and other activities could be elements of such "tours."
The increased interest in education may present other unusual opportunities for operators. Bus companies in smaller communities might investigate partnering with a college or university in a nearby city that offers night or continuing education classes. Operators could provide regular shuttle service, plus assistance with registration to encourage participation.
Major art museums also conduct educational programs.
Trips to state capitals during legislative sessions could include a number of educational components, including attending hearings, meeting with legislators, arranging presentations by lobbyists, and touring historical buildings and sites.
Operators could tap into the do-gooder nature of the about-to-become seniors by organizing groups that participate in community clean-ups, river and stream rehabilitation projects, archeological digs, Habitat for Humanity developments, and other civic or charitable endeavors.
Keep in mind, too, that by 2010, the majority of the population is going to be minorities. Probing for seniors among minority groups in your area may uncover unserved or underserved populations. Marketing to these groups may require different approaches, though.
And don't overlook the power of the Internet when it comes to marketing to the 64-and-under crowd. Millions of pre-seniors are computer literature and Web savvy.
Finally, keep an eye on the generation right behind the 60-64 group. Fast approaching retirement age are the Baby Boomers, that hodge-podge of 77 million Americans who grew up on fast music, fast cars and fast times.