by: Dick Stroud
I received a brochure from The Adventure Company about its “inspirational holidays for the active over 50s”.
This is a classic example of age-silo marketing. You put a gated wall around the age group and say only the oldies can enter.
Is this a good idea? Well as long as this company has a clear understanding that there is a substantial group of potential customers who want an age-segregated holiday experience. Personally I can think of nothing worse but then I may not be (most certainly am not) representative of the over-50s.
I hope the silo approach was done on the back of research rather than a hunch that the over-50s want to be amongst their own age.
The brochure says:
Until now, the choice of holidays for the over 50s has primarily been limited to large coach tours and sterile hotel-based packages, where opportunities to interact with local cultures are limited, if not restrained.
A significant proportion, if not the majority, of the people going on adventure holidays are 50-plus (UK). Methinks they have already found a way of ditching the coach tours and sterile hotel based packages.
Original post: http://www.20plus30.com/blog/2007/04/age-silo-or-age-neutral.html
