Understanding Marketing Approaches to Older Tourists: A Selection of Case Studies

Abstract

This chapter illustrates a selection of case studies that show different approaches to older tourists from a supply-side perspective. After presenting the purpose of the study, details about the research method are provided. Specifically, three companies in the tourism industry with different targeting and positioning strategies in the older tourist market are examined: a Canadian-based tour operator offering exotic adventure travels, a Slovenian-based tour operator and travel agency specializing in slow garden travels, and a United Kingdom-based company providing long-term accommodation solutions in Southern Europe. For each case study, a brief company profile is provided, followed by the description of the salient strategic choices and operative practices. Finally, the chapter offers some considerations about the challenges for the tourism industry in the next decades.