Segmentation of the senior travel market has, until recently, focused on age groupings. Such segmentation has limited practical application, providing little direction for the development of travel services. Furthermore, age segments are not easily accessible for promotional communication. Investigations which segment the market into clusters, based on reasons for travel for example, may be limited to only the sample investigated. This investigation compares segmentation based on the sociodemographic variable of age to a proprietary psychographic segmentation technique. The latter is shown to provide a better view of the senior travel market and has the benefit of known avenues of accessibility.

This research investigation was made possible by a grant from the American Association of Retired Persons Andrus Foundation.