Senior travellers and grey nomads are increasingly making up a large portion of Australia’s domestic tourism economy, providing new opportunities for businesses in the regions to develop and grow.
As more and more retirees take to the open road, regional locations are experiencing a new influx of visitors, with fresh chances to improve offerings and answer the increase in demand. Operators who deliver on promises and effectively capitalise on the emerging market report expanding customer bases and great business growth potential.
Can grey nomads really reshape Australia’s regional travel economy? Only where infrastructure responds, so it’s time for regional businesses to be part of the change.
Grey Nomads: an asset to regional tourism
In a post-pandemic landscape, local tourism is experiencing a much-needed boom, and older Australians are a big part of driving the shift.
Currently, almost 50 per cent of caravan campers are aged 50 or above, and a quarter of these travellers consider themselves retirees or pensioners. Further, an increasing number of older Australians are adopting a grey-nomad lifestyle, living permanently in pop-top caravans and houseboats.
Seniors who spend large portions of their time travelling through regional areas are now the key to building those regional economies, providing jobs and income for people living outside of the busy capital cities. By monitoring the trends and improving infrastructure and services to meet the demand, regional businesses can target an increasingly loyal and lucrative market.
Time to improve senior facilities
The key to boosting business returns in the grey nomad era lies in what businesses can offer. By tailoring offerings to older travellers, businesses can build all-important brand loyalty.
Both periodic tourists and longer-term grey nomads rely on quality services, facilities, and amenities when they visit the regions. By thinking about the specific offerings they provide, operators can meet travellers’ needs and give caravanners a reason to keep coming back. This is especially critical among grey nomads, who often seek longer-term places to call home.
Quality senior facilities should cater to the key needs and preferences of the demographic with things like accessible toilet and shower facilities, hand railings and other features that allow for varying levels of mobility.
Taking one step further, some regional businesses are expanding their offerings more broadly, renovating campsites and setting up cafes and restaurants. Other tourist attractions and senior-friendly activities can also help to increase appeal.
Caravan Tourism: a growing market
Caravanning in Townsville? Exploring the Whitsundays? Hitting the road to Cape York and beyond?
Word of mouth travels fast, and the recent surge in caravan travel has only increased the buzz. Older Australians are exploring the benefits of a grey-nomad lifestyle more than ever, even turning to homes on the go as a solution to cost-of-living pressures.
This growing market is showing no signs of slowing down, so it’s time for tourism operators across the country to get onboard and make the most of it. Understand the rise in grey nomad adventures, and update your facilities to provide an accessible, senior-friendly home away from home.
The benefits? A massive increase in loyal visitors with money to spend, and a major cash injection for regional tourism businesses still recovering from the challenges presented by pandemic lockdowns.
