Segmenting the older consumer for online travel

A. Gonzales, S.J. Paliwoda

Research output: Contribution to journalArticle

Abstract

Older consumers represent nowadays a considerable and growing business opportunity to many businesses and industries worldwide, which is being ignored. The objective of this article is to grasp the real opportunity that such a segment represents for on-line companies providing travel products and services. Socio-demographic segmentation on age alone is unworkable, for, these consumers are aged from fifty years of age and upwards with no ceiling. As this sector of the population increases in size while still possessing the greatest personal disposable income, they are consumers to court. The importance of lifestyle segmentation in attempting to analyse the older consumer will be discussed. Finally, two lifestyle segmentation approaches for the older consumer, by Gabriel (1990) and by Moschis (1992), will be described, analysed, and compared, in order to capture the real marketing value that each offers to on-line travel companies.
Original languageEnglish
Pages (from-to)331-348
Number of pages17
JournalMarketing Review
Volume6
DOIs
Publication statusPublished - 2006

Keywords

  • older consumer
  • lifestyle segmentation
  • tourism
  • internet
  • online travel
  • gabriel
  • moschis

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