The Dutch travel industry is doing well. It saw its turnover grow with 13.3 percent in the third quarter in 2017. According to figures of ANVR GfK Travelscan, the booking numbers for 2018 are more than 8 percent higher than 2017. Turkey in particular is making a comeback. The holiday destination seems to be heading for a growth of no less than 60 percent compared to this period last year. Greece follows with a plus of 16 percent.

New research of ANVR, het Nationaal Ouderenfonds and ABN AMRO* shows that elderly are becoming more eager to travel. ABN AMRO expects the holiday spending of people over 65 to grow, from 2.7 billion in 2016 to 3.6 billion euros in 2025. That is an increase of almost 100 million euros per year. This group is more prosperous, vital and mobile than previous generations. 

The group of people over 65 in the Netherlands is big and therefore an important target group for the travel industry. The number of Dutch people under the age of 65 is growing very modestly in the coming decades. The total number of holidays in the over-65s group grew by 13 percent in the past five years. In the same period, the number of vacations for travelers younger than 65 decreased by 6 percent.

Compared to younger travelers, people over 65 spend more money on vacation. The difference in expenditure is greatest during short holidays in the Netherlands. People over 65 spend 26 percent more on these vacations than those under 65. The higher expenses can be explained, among other things, by the choice of accommodation. The elderly more often stay in a boutique hotel. While younger holiday makers more often opt for cheaper accommodations, such as a campsite or a youth hostel.

More than one third of holidays for people over 65 takes place in the preseason. For comparison: 46 percent of the holidays of younger travelers take place during the high season. This is relevant, because travel entrepreneurs can usually purchase accommodation more competitively outside the high season. A good distribution also limits the risks of over-tourism. A more conscious commitment to people over 65 can therefore contribute to the quality of life of the residents of tourist areas.

How to target this group?
In 2016, 22 percent of all people over 65 booked a trip online. This percentage has grown by 45 percent in the last five years. In the 25-65 age group, the increase in the same period was 21 percent. 

According to ABN AMRO, the percentage of trips purchased online will increase further in the coming years. This does not alter the fact that the holiday fair (Vakantiebeurs), the physical travel shops and the independent travel agents continue to play an important role. Personal contact with travel staff guarantees customization, creates trust and anticipation.

Want to have a chat about promoting your travel destination? We’d love to hear from you! Contact us today.