Today, aging no longer equates to frailty or inactivity. On the contrary, society is not only growing older but also becoming more agile and fit. The term “Best Ager” refers to individuals aged 50 and above who are redefining what it means to stay active in later life. Also known as “Silver Agers,” this diverse and influential group makes up about 40% of the German population, spanning from the “Baby Boomers” to “Generation X.”
Best Agers can generally be categorized into three types:
- Young Best Agers: Those under 65, often still employed, who value efficiency and time-saving. They believe that “age is just a number,” actively participating in various activities and continually seeking personal growth.
- Active Best Agers: Typically retired but physically and mentally fit, they fully enjoy life. They travel, pursue hobbies, and maintain social connections while being open to new adventures and enriching experiences.
- Passive Best Agers: Often facing physical and cognitive challenges, they prioritize comfort and convenience. They cherish time with loved ones and navigate life with joy and resilience.
This new generation of Best Agers has both the time and financial means to fulfill long-held dreams and savor their retirement years. Their altered understanding of age and diverse interests make them an exciting and significant target group for the tourism industry. Best Agers are typically avid travelers and “high spenders” with substantial incomes and adult children, allowing them to enjoy luxury and flexibility.
Germans aged 50 to 59 are among the most luxury-oriented consumers, followed closely by those over 70 and those aged 60 to 69. These age groups appreciate comfort, quality, and personal service, preferring “soft” tourism offerings focused on relaxation and enjoyment.
Interestingly, it is the Best Agers who are most committed to sustainable practices. Their upbringing in the post-World War II era and their status as the first “green generation” of the 1970s and 80s have shaped this attitude. Best Agers are increasingly seen as role models for sustainable behavior, despite the common assumption that Generation Z leads in this area.
For the tourism industry, this means actively considering the needs of this age group. Each Best Ager is unique, so comprehensive consultation and support from travel agencies are essential. Knowledgeable guides, safety equipment, and detailed instructions enhance travelers’ confidence and enjoyment.
Key factors in appealing to Best Agers in tourism include recommendations that consider their interests and desire for comfort. Travel should combine dynamic activities with periods of relaxation, linking adventurous excursions with quiet days or wellness experiences. Accommodations offering e-bikes and other versatile activities are particularly sought after.
In addition to health and safety aspects, overcoming language barriers is becoming increasingly important. Best Agers often benefit from traditional communication methods and guides who help them navigate their surroundings. While technological tools like translation apps can be helpful, many still prefer personal interaction.
Senior-friendly services, such as accessible transportation options, comfortable accommodations, and relaxed travel itineraries, significantly enhance the experience for Best Agers. For a balanced travel experience, journeys should provide both adventure and relaxation. As the number of solo traveling Best Agers increases, it’s vital to incorporate social aspects into travel plans.
Cruises have become a popular choice for Best Agers due to their comprehensive yet versatile approach. Providers have tailored their offerings to meet these needs:
- Windstar: Offers nearly private yacht-style cruises, allowing Best Agers to enjoy luxury while exploring fascinating destinations.
- Viking: Appeals to travelers over 50 interested in science, history, culture, and cuisine, providing exciting experiences that stimulate intellectual curiosity.
- Uniworld Boutique River Cruises: Utilizes small ships to access destinations inaccessible to larger vessels, such as the lagoon of Venice, for unique and intimate experiences.
- Crystal: Features renowned speakers from sports, entertainment, and science, offering a varied program that caters to the diverse interests of Best Agers.
- Oceania Cruises: Known for exceptional culinary programs, ideal for food-loving seniors.
The role of technology in tourism for Best Agers
With the ongoing digitalization, the travel industry for the Best Ager generation is also evolving. Although older travelers are often perceived as less tech-savvy, an increasing number of them are appreciating the advantages of digital solutions for their travel planning and execution. In 2019, there was a significant rise in the use of online booking platforms and travel apps among Best Agers, prompting the industry to develop targeted offerings for this demographic.
Travel apps tailored to the specific needs of this age group are gaining importance. These include accessible features, such as larger font sizes and simplified user interfaces. Technological tools, like translation apps or digital travel assistants, also ease navigation in foreign countries and help manage language barriers. Studies indicate that older travelers are increasingly placing their trust in these technologies, especially when supported by personal recommendations.
The use of virtual reality (VR) is another trend gaining traction in the tourism sector for Best Agers. VR technologies allow travelers to explore destinations virtually before making a booking, which is particularly advantageous for safety-conscious Best Agers. Additionally, VR tours provide immersive experiences of sights and destinations that physically limited travelers may not be able to visit.
According to a study by Euromonitor, the use of personalized digital offerings in the senior travel sector is expected to continue rising, especially through the integration of health and wellness applications into travel planning. These apps can provide real-time health information and tailor travel offers based on the individual needs of Best Agers, significantly enhancing traveler safety and well-being.
In summary, Best Agers value the freedom of travel while seeking to combine stability with adventure. Personalized support throughout the planning and execution of their travels fosters trust and creates long-term loyalty. By offering customized experiences, we can ensure their journeys are both exceptional and enriching. At the same time, ongoing digitalization opens up entirely new opportunities: Technologies like travel apps and virtual reality enhance comfort, safety, and flexibility for older travelers, allowing for more efficient planning and the virtual exploration of new destinations, ultimately enriching the travel experience as a whole.
Sources:
Tourism trends and ageing – Statistics Explained (europa.eu)
What are the latest travel trends? | McKinsey
The Senior List – Your Best Years Begin Here
Euromonitor International; leads the world in data analytics – Euromonitor.com
