Singapore ideal for older travellers

In many ways, Singapore is the ideal destination for senior travellers. It's safe, clean and green image earns it bonus points for a market that is looking for peace of mind and a sense of security when they travel.

Yet within its compact size is a diversity of offerings that offers up plenty of things to see and do for this market segment – be it relaxing by the sea at Sentosa or taking a heritage walk or walking around the Night Safari, Jurong BirdPark and the Botanical Gardens.

In 2005, according to the Singapore Tourism Board (STB) statistics, travellers aged 55 and above accounted for 17.1% of the total visitor arrivals, up from the 16.1% market share the previous year.

If you expand the category to the 44-54s, the total market share rises to about 35%.

Said Mr Don Birch, President & Chief Executive Officer of Abacus International: "Abacus' research has shown that while seniors are generally well-travelled and are adventurous in their choice of destinations, peace of mind remains a critical factor for them.

"Singapore, often ranked as one of the safest places in the world to visit, offers them this security. Further, Singapore's variety of accommodation options for all budgets, high-quality tourism attractions and well-developed tourism infrastructure make the country an attractive destination option for mature travellers looking for a fuss-free holiday in the tropics."

Strong repeat business

Mr Mark Griffiths, General Manager of The Sentosa Resort & Spa, said that the 50-plus market made up a significant portion of its leisure guests and "is therefore an important segment for us".

They come mainly from Taiwan, Korea, Japan, Hong Kong, Australia, United Kingdom, Germany and Russia. However, he said, all markets have a good portion of mature travellers.

Mr Ben Bousnina, General Manager of Shangri-La's Rasa Sentosa Resort, said they were an important market for several reasons.

One, they are usually retirees; two, they stay longer, from a minimum of a week to three months, sometimes coming twice a year; three, they have the cash and tend to spend more on food and beverage and a higher room category; and they have the time to enjoy a longer holiday.

Mr Griffiths agreed that in general, they tended to stay longer and spend more money on property. "Habits vary depending on where they are from. Asians tend to do more tours, European tend to stay in the resort more. Many of the Europeans are breaking up their trips to Australia and New Zealand with a stay in Singapore. We are increasingly seeing repeat business in this market."

"We are all growing older"

Both pointed to the growth of the market. "It is and will be a growing market considering that the baby boomers will soon be retiring and they have the funds to travel and spend on longer holidays," said Mr Bousnina.

Said Mr Griffiths: "We are all growing older and living longer; at present these consumers have the disposable income and are spending it increasingly on travel."

He added that the hotel was developing holistic wellness programmes incorporating spa and Traditional Chinese Medicine as a form of alternative therapy along with anti-aging consultation at its Seven Eden Wellness Centre, which is targeted at this market segment.

Observed Mr Birch: "Elderly travellers appreciate personalised and attentive service throughout the travel process. As such, they are willing to spend on services and amenities that offer them a comfortable and hassle-free travel experience.

"To leverage effectively on the potential that grey travellers present, Singapore's travel service providers will have to change their perceptions about this group. These travelers often have sophisticated tastes and service providers will also have to develop a solid understanding of their unique needs and develop customised travel packages for them."