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Journal of Vacation Marketing
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Segmentation of the senior travel market by the means of travel motivations

Philipp E. Boksberger

Institute of Tourism and Leisure Research, University of Applied Sciences HTW Chur, Comercialstrasse 22, CH-7000 Chur, Switzerland, philipp.boksberger{at}fh-htwchur.ch

Christian Laesser

Institute of Tourism and Leisure Research, University of Applied Sciences HTW Chur, Comercialstrasse 22, CH-7000 Chur, Switzerland

The article reports on the segmentation of Swiss senior travellers on the basis of their travel motivation. Switzerland is considered a mature market which is why this country serves as a role model for future travel behaviour. In contrast to previous studies, which identified up to six clusters, the results reveal that in the case analysed there are three clusters. Two of them partially represent a life cycle concept: TIME HONOURED BON VIVANTS (phase 1; towards the end of a professional life), and GRIZZLED EXPLORERS (phase 2; from the start of a retired life). These two segments are complemented by RETRO TRAVELLERS, which incorporate many characteristics of the previous two but differentiate themselves in terms of education as well as professional positions.

Key Words: segmentation • senior travel market • travel motivation

Journal of Vacation Marketing, Vol. 15, No. 4, 311-322 (2009)
DOI: 10.1177/1356766709335829
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