Twenty Five Percent Increase in Ontario Baby Boomer Travel Causes Shift in Tourism Industry

(EMAILWIRE.COM, September 17, 2007 ) Lakefield, Ontario -- In the province of Ontario the travel and tourism industry is thriving. It is a 22 billion dollar a year business of tremendous importance to the province’s economy. Due to Ontario seniors travelling in record numbers, the tourism industry is shifting focus to help accommodate this changing market.Statistics Canada reports that overnight travel in Canada last year reached its highest level in more than a decade. While some may be concerned about the short-term negative effect of the high-flying Canadian dollar on tourist traffic coming from the States, the long-term forecast for the travel industry is bright. Much of this optimism is due in large part to Canada’s rapidly growing population of senior citizens. Over the last four years, leisure travel among Canada’s baby boomers has increased by a whopping 25 percent. This trend will continue as the population of Canadian seniors is expected to grow from 4.2 million in 2004 to 9.8 million in 2036. This year, roughly 436,300 Ontario workers will be employed either directly or indirectly in the travel and tourism industry as a means of supporting the increase in Ontario baby boomer and senior travel. This is good news indeed for Ontario’s tourism industry. Although industry studies have shown that Canadian seniors are travelling internationally in record numbers, the vast majority of trips taken by seniors are within their own home province. Seniors prefer to drive their own car and they tend to vacation for longer periods of time than the rest of the population. This is particularly beneficial to tourist operators in Ontario resort communities, like Muskoka and the Kawarthas, where the huge population base of Southern Ontario’s Golden Horseshoe is located only a few hours away by car. Many in the tourism industry have begun to realize the significance that senior citizens and the growing baby boomer population hold on the travel market in Ontario. As a result, some in the tourism industry have started to specifically target this segment of the population. Baby boomers and senior travellers are not only important to the industry because of their sheer numbers; they are important because of their discretionary buying power. Today’s seniors have both the money to spend and the time to spend it. Additionally, retired vacationers do not have to restrict their holidays to weekends and the summer months. Rather, they are able to travel off-season and during the week, times when many hospitality properties have higher vacancies and are happy to have their rooms filled with free-spending seniors.As a result of Ontario senior citizens’ and baby boomers’ travelling in record numbers, the tourism industry has seized this opportunity to meet the needs of this growing population. Senior friendly travel agencies, tour companies, resort properties, cruise-lines, and even small country inns now offer specialty services and packages to cater specifically to a senior clientele, and they are discovering that many senior travelers are even prepared to pay a slight premium for age specific services. By shifting who the travel and tourism industry caters to, they hope to take advantage of this growing market, and as a result increase their bottom line. Innkeeper, Joseph Rudkins, of The Village Inn (http://www.villageinn.ca) in Lakefield Ontario, has already begun to see an increase in the number of older guests enjoying a relaxing getaway at his country inn. “While much of our business at the Village Inn is comprised of romantic couple weekends, small conferences, special functions, and wedding parties, senior travellers are becoming a larger part of our business. Seniors are wonderful guests. They tend to stay during the inn’s quieter times, off-season, and midweek, and book for longer periods of time. Our older guests appreciate the convenience of having their meals onsite and many indulge in the inn’s spa services. They generally are very interested in exploring Lakefield and the Kawartha areas’ many attractions. The fall months are very popular with seniors because of the lovely autumn colours and the wide variety of fall events and activities. Our location in the picturesque and historic town of Lakefield -- a very pleasant 90 minute drive from Toronto -- makes The Village Inn particularly attractive to seniors,” states Rudkins.Over the next couple of decades, as the senior population itself ages, further changes will be necessary if Ontario’s tourism industry is to continue to flourish. Vacation accommodations with assisted living and seniors’ tours that cater to individuals with mobility issues may be viable marketing ideas in the years ahead. Situated amidst the scenic little village of Lakefield, Ontario, Canada in the heart of the Kawartha Lakes, The Village Inn is the ideal locale for a romantic couple weekend, small business conference, wedding party, or senior travel. For more information, please visit The Village Inn or call Joseph Rudkins at 1-800-827-5678.

Hillary Lane

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