Segmenting the Mature Market: 10 Years Later

Abstract

A review of the literature on senior travelers revealed no studies that investigated how the senior market has changed over time. Nor did the search reveal any replications of previous studies. While this is not surprising, it is somewhat disappointing, especially given that measuring how attitudes change over time can be very enlightening. The study presented in this article adds to the prior literature on the mature market by examining how the mature market has changed over a 10-year period. While the study does not track the same people over a 10-year period (obviously, this would have been the ideal situation), it does replicate a study that was undertaken in 1986 (published in 1989).