The Demographic Flip
The demographic flip is here.(If you have been at any of the events I have spoken at recently you know its a big topic of mine!) In 2024, for the first time globally, people over 65 outnumbered those under 15. And according to the World Health Organisation this number will double in the next three decades.
And these over 65’s are not behaving like “old” people anymore. It’s no longer about ageing but instead it’s about #becoming and longer lifespans mean more travel years. Adventure at 70. Solo trips at 65. Digital nomads in their 60s (https://lnkd.in/eTWeDR7h). Age no longer tells you what someone wants from their travels
Hospitality hasn’t caught up. In many cases it still assumes 65+ means early dinners and conservative choices. That accessibility is about compliance, not experience. That older travellers want things simple rather than playful, hedonistic, transformational…
The fastest-growing travel segment is refusing to be put in an ageing box. They have the money, time, and energy. They’re booking adventure tours, boutique hotels, and experience-heavy trips while the industry continues to chase Gen Z.
What will happen when hospitality actually designs for the mindsets vs demographics that’s driving growth? When age becomes irrelevant to experience design? When spaces reflect what people want to do, not how old they are?
The shift is already happening. The question is whether hospitality will evolve with it or keep serving the audience that gets the most marketing hype?
We’re exploring how multi generational and older travellers are driving change for our #TheFutureGuest research. If you’re seeing this mindset shift – or experiencing it yourself – your perspective matters.
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#DemographicShift #TheFutureGuest #HospitalityTrends #ActiveAging #TravelEvolution #FutureOfHospitality
