The changing travel behaviour of Austria’s ageing population and its impact on tourism

Abstract

PurposeAs the population of the western world is aging, the importance of seniors for the tourism economy is growing. Seniors are expected to be an important future market. Thus overall leisure behaviour in general, and travel and tourism behaviour in particular, are analysed for the example of the Austrian market.Design methodology/approach A focus group was conducted with participants aged 55+, where their leisure and travel habits as well as preferences were investigated.FindingsThe results showed that leisure and travelling played a major role in the participants’ lives. Additionally, the participants did not change their travel behaviour considerably when entering retirement status. While they changed their preferences to longer stays and to travelling off‐season, their preferences considering holiday destinations, mode of transport or distance of travel did not change significantly. The assumption that travel behaviour and travel preferences are acquired over a longer time span during the life of tourists and will therefore not change considerably when retiring can be confirmed for the participants of the focus group.Research limitations/implicationsIt can be concluded that future senior tourists will differ from today’s travelling seniors in their travel behaviour and their preferences. A larger sample and more detailed research concerning the actual motivation and preferences of Austrian holiday travellers, as well as the factors influencing them, are necessary in order to be able to react adequately to future demands of senior tourists.Originality/value The paper contributes to a better understanding of the importance of and attitude towards leisure and tourism in the growing senior market. Based on the results of a focus group, it serves as a basis for further research in the field.