The number of people over the age of 60 will reach 2 billion people by 2050, according to data from the World Health Organization (WHO). This will represent one fifth of the world’s population.
According to data from the Ministry of Health, Brazil, in 2016, had the fifth largest elderly population in the world, and by 2030, the number of elderly will exceed the total number of children between zero and 14 years.
What else will you offer besides mandatory accessibility and security items?
Given these numbers, how is the hotel chain to serve this audience? Regardless of age group, the hotel must put its hotel vocation at the service of guests, through the service and delivery of the best possible service.
Accessibility and security in all locations of the hotel is mandatory for all ages. So what generates differential for the elderly? I would say that your reputation in the market demands much more than the investment you make in marketing.
Be consistent and simple
It involves an ethical posture, such as not lying or omitting something from your guest: be transparent, deliver the best with consistency and be simple. Make your staff and your hotel available to your guest 24 hours a day. In addition, to have value perceived by guests, regardless of age group, it is essential to invest in your team and update your product.
This direction covers several strategies. Only those who work in the hotel chain know the world we have to explore.
Tips to serve your guest well
The hospitality sector is dynamic, as the behavior of the public changes from time to time. Here are some guidelines that I consider important for the hotel chain to put into practice with the elderly and any other age group:
- Keep your hotel or resort up to date with constant investments in structure, attractions and personal training;
- The distribution of demand in a hotel business is important. Therefore, create alternatives to receive various types of demand, Opportunities are not lacking for a market that lives in constant consumption;
- Get your guest’s attention in an extremely crowded environment. As? Being and doing differently;
- Work your niche market, gain market and generate demand. Meet all needs, be it advantages or comfort, and be competitive;
- People travel more and more to shorter, less known destinations and seek exclusivity. This market requires a lot of focus. So create value for your business through a delivery of impeccable services. In our case, we value all profiles and seek to attract our demand through our main product, which is thermal water;
- Have CRM: it seems obvious, but it’s not always done. As much as marketing attracts differentiation, it is a very well-designed CRM and a commercial area aligned with the goals;
- Promote your business, be it hotel, resort or destination. Be smart and apply strategies in your company to ensure the sustainability of your hotel.
Finally, my advice to all professionals who work in the hotel chain or in any segment of the economy: be a professional passionate about what he does.
This is what will ensure career evolution, growth and ascension. That’s adopting purpose in the smallest detail. It is to do with passion and with the awareness that this master guide will be responsible for recognition, remuneration and achievement.
@NilsonBernalHospitality
Co-Founder and CEO da Plataforma Bymschool. Consultor na área da hotelaria e hospitalidade, palestrante e escritor. Atua na Indústria de hospitalidade há mais de 25 anos em companhias como Complexo Jurema Águas Quentes Resorts, Bourbon Hotéis & Resorts, Mabu Hotéis & Resorts, Bristol Hotéis & Resorts e Atlantica Hotels International. É embaixador pela Divine Academie Française des Arts Lettres et Culture (Paris). Membro Executivo de Honra da Academia Europeia da Alta Gestão desde abril/2019. Atualmente mora nos EUA estando a frente de vários projetos.