Hotels could be missing out on serious revenue if they fail to raise their game when it comes to attracting over-50s.That was the warning from Pamela Carvell, who chairs the UK’s the Hotel Marketing Association. “There are huge opportunities that hotels cannot afford to ignore”, she told trade publication The Caterer. Though according to research the demographic commands 40% of the nation’s disposable income, real progress towards taking full advantage has been made only in the past two years, she said, blaming “outdated and stereotypical views”. The “unflattering term “grey” that’s still used to describe this market speaks volumes. The fact is that over 50s don’t want to be seen as the grey haired old dears that marketers have historically depicted”. Among a list of tips she suggested silver customers “need to be treated like important, independent business travellers. Treat them as you would the managing director of a company – as they probably were. Retired customers need to feel important. If you give them this recognition it will drive brand loyalty.
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