It often seems like global hotel companies are focusing more on attracting travelers from younger generations, but here are some key points for hoteliers to consider when appealing to the over-40 crowd, according to Hotel Management's Forty Over 40 award winners. This special report is sponsored by DIRECTV. This is what travelers over 40 really want in a hotel stay:
Carlos Bueno
Managing Director, The Newbury Boston
I would emphasize that travelers like myself are seeking more than just a place to stay—we're looking for a meaningful connection with the destinations we visit.
We value our time immensely. We're not just looking for a room to sleep in, we're seeking experiential experiences that enrich our travel. We want to delve into the local culture, not just observe it from a distance. This involves more than just sightseeing, it's about engaging with the community, understanding its history and participating in local traditions.
Food and beverage play a significant role in our travel experiences. We're eager to try new cuisines and culinary delights, preferably those that support local businesses and communities. These dining experiences aren't just about nourishment. They're a gateway to understanding the culture and history of a place. Furthermore, these moments are often shared with our family and wider network via social media, extending the experience beyond the immediate.
Traveling with our families, including my wife, two daughters and our goldendoodle, is another key aspect. We're looking for destinations that can provide unique, memorable experiences for all age groups. Hotels that can accommodate family needs, including pet-friendly policies, are highly attractive. This is about creating memories that our children will cherish and learn from.
We want to feel like we're part of the place we're visiting, even if it's just for a short while. It's about connection, discovery and creating lasting memories with our loved ones.
Lovell Casiero
Senior Vice President of Commercial Strategies, PM Hotel Group
Location, safety and security, and health and wellness facilities are key but additionally, hotels should cater to the needs of women, regardless of age. This isn't about setting us apart from younger guests, but rather about the hotel recognizing and addressing specific needs. I appreciate amenities like a footrest in the shower, well-lit bathrooms, a makeup mirror, makeup wipes, and high-quality branded amenities. These details contribute significantly to my choice when selecting a hotel.
Nancy Johns
Senior Vice President, Integrated Marketing and Digital Solutions, Crescent Hotels & Resorts
Travelers over 40 want an experience, and to connect to the location they are at and want to know what they should go and see—local restaurants and outdoor adventure spots are great. Even if we only have a half day when we aren’t working, we want the opportunity to have great memories and experiences.
Daniel Lam
Area General Manager, Economos Properties
Fast and reliable internet: In today's world, connectivity is non-negotiable. Travelers over 40, be it for business or leisure, expect seamless internet access. They are often in touch with their workplace, managing businesses remotely or staying connected with family. A fast and reliable Wi-Fi service is not just a convenience but a necessity.
Quality food and beverage options: This demographic appreciates a variety of dining options that offer both quality and value. They are likely to prefer healthier, gourmet, or locally-sourced food options and might be more interested in a sophisticated dining experience rather than fast food or trendy eateries. Including a range of choices that cater to various dietary needs and preferences is key.
Facilities for children: Even though the guests are over 40, many may still travel with younger children or grandchildren. Providing amenities and activities that keep children engaged and entertained is crucial. This could include family-friendly recreational areas, kids’ clubs or special children’s programs. Ensuring that the younger guests are well catered for significantly enhances the stay for the entire family.
Recreational activities for adults: Recreational facilities shouldn't just be kid-centric. Offering a range of activities that appeal to the over-40 age group is important. This could include wellness amenities like spas, yoga classes, golf courses, or guided tours to local attractions. Activities that allow relaxation and leisure, or provide cultural and local experiences, are highly valued.
Patrick Norton
Vice President of Sales and Marketing, Brittain Resorts & Hotels
The industry's approach should pivot from attempting to categorize an entire generation by a few perceived commonalities to focusing on understanding each customer as an individual. It's a misconception to think that all individuals within a specific age range share the same expectations for a hotel stay or an ideal vacation. Personalization should be at the forefront of the industry's strategy, tailoring services and experiences as much as possible to individual preferences and needs.