Dyan Marie U.

Angsioco September 17, 2022

BSHM 3102 Tourism and Hospitality Marketing

Case Study No. 1

Marketing Nuggets: The Senior Market

In a study of the travel behavior patterns of Metro Manila senior citizen with retirement
benefits conducted by Christian Magno (2012), result indicated that this specific market travels
from one to three times a year. These senior citizens, since they have retirement benefits and do
not rely on their children for sustenance, are able to make their own travel decisions. This market
segment is an interesting segment to conduct research on, especially since they have a lot of time
in their hands to engage in leisure activities; tourism, being one such activity.
Data revealed that this type of market does not choose the most expensive option
available as long as differences in comfort and experience are not that significant. The study
further states that this group is considered midcentric, having the qualities of both allocentric
(adventure seeking), and psychocentric (familiar). The results showed that the seniors are willing
to participate in new activities and discover new destination as long as there are no physical our
financial constraints. The Baby Boomer is even willing to engage in some adventure tourism
activities. They also prefer to engage ecotourism and watch their movie adventurous
counterparts. They also prefer buying packaged tours than preparing the trip on their own

The time really flies, population is aging especially the people. People in their 50s and
60s will be the fastest expanding demographic category as baby boomers age, reaching their 70s
a decade from now.