I want to acknowledge Senior Editor Kate Rice, who in her article titled "Unlimiting Access" [Sept. 5] wisely recognized the older adult market as a growing source of leisure and business travel.
According to the U.S. Census Bureau's 2010 report, boomers account for 58% of the population, and according to Nielsen and Hallmark Channel studies, they represent 55% of overall retail sales. That leaves us with the $230 billion puzzle: How do we reach the boomer traveler?
I would like to caution against grouping the boomer traveler, even those with physical and/or mental incapacities, with the disabled traveler. There is a danger that as 78 million Americans age, this confusion will hurt the older traveler, the disabled traveler and the industry as a whole, because they comprise two different markets that seek different qualities and features in their travel experience.
Travelers with disabilities are part of a highly vocal advocacy cohort that understands and acknowledges their needs and actively seeks programs from specialized vendors and tour packagers. Having had the pleasure of working with the Society for Accessible Travel and Hospitality, I have met many experts in the field of accessible travel, especially since the Americans With Disabilities Act (ADA) in the U.S. and now similar laws in the European Union require access for the disabled.
The boomer traveler, in contrast, is part of the mature market. Trips that emphasize accessibility do not necessarily appeal to them. In fact, hospitality design concepts such as "universal design" go beyond accessibility to include issues of balance, visibility and safety. Ramps, extra lighting, visible computer plugs, ergonomic bus seats and big-print menus and shampoo bottles are not required by the ADA; they are just good business practices to attract older adults. Yet, in our consulting we find these considerations missing all too often, even when ADA standards have been met.
Clearly, the boomer travel cohort will benefit from the hard work of advocates for the disabled in the field of travel accessibility. And if the industry would take notice of the economic power of the older adult traveler, everyone else would benefit from logical travel features such as lifelong learning and "voluntourism" opportunities, better attention to visibility, enhanced audio and touch-screen video calling for those with less computer literacy to stay in touch with loved ones while traveling.
But if we look at the mature traveler (with or without incapacity) as the same market as the disabled, we are in danger of marginalizing that vast group, which will comprise the majority of travelers in the next 10 years, and minimizing their consumer clout to the detriment of all travelers.
Adriane Berg, CEO
Ageless Traveler Consulting
Generation Bold Business Development
Lebanon, N.J.
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