Tourism for seniors grows, but requires adaptation in travel model

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Traveling brings many benefits, and the mature Brazilian knows this. With an eye on this audience, which will only grow in the coming years, businessmen and agencies have specialized in serving tourists over 60 years of age.

Created in 1992 with the purpose of being an agency for young people interested in graduation trips, for example, Pastore Turismo changed its route and since 2008 has exclusively catered to older people, offering group travel packages.

“It’s a very different audience. They are much more loyal customers, but also much more demanding”, says Rodrigo Pastore, 26, director of the agency.

The experience has paid off. Founded by Maurício Pastore, Rodrigo’s father, the agency and operator located in São Paulo currently has a fixed team of five people, and the next plan is to expand the business to transform it into a franchise.

“There are still few companies that explore this segment, it is something that is lacking in the market. The forecast is that we have everything ready [modelo de franquia] this year”, says the director.

A feature of tourism services aimed at those over 60 years old is flexibility, since most of them have already managed to retire and have the option of traveling in the low season.

This is good for the tourist, who finds more attractive prices, and it is good for the entrepreneur, who reduces idleness during low periods.

Among the packages most sought after by mature tourists are those from Portugal and Italy, in the case of international trips, and the so-called Rota das Emoções, in the Brazilian Northeast, which goes from Jericoacoara (CE) to Lençóis Maranhenses, passing through the Parnaíba Delta (PI). ), a tour that offers a certain dose of adrenaline.

Destinations in the South are also successful, such as Gramado (RS), and spas such as Águas de Lindoia (SP), as well as resorts and maritime cruises.

In the assessment of Professor Vagner Sérgio Custódio, coordinator of the tourism course at Unesp (Universidade Estadual Paulista), there is room for the segment to grow in the country, but investing in accessibility is essential.

“If you are an entrepreneur and want to attract older customers to your business, investing in accessibility is something that will help you. Brazil still has a long way to go”, he says. “Accessibility for people with reduced mobility or disabilities, in hotels and tourist attractions, is a problem and a challenge to be faced.”

There are destinations that are better prepared to receive this audience. Socorro (SP), famous for its natural beauty and adventure activities, is an international reference in accessible tourism. “In Foz do Iguaçu this has also improved a lot”, adds Custódio.

It was the proximity to the elderly in her own family and the desire to provide her father with a better quality of life that made businesswoman Eva Pellegrino, 64, from Salvador, become interested in studying gerontology. During the course, Eva developed a job at a tourism agency focused on this audience, Interativa Viagens, which she later bought.

“My father was 93 years old and I realized that what made him happy were the trips and trips, he was euphoric. A trip enriches life a lot, leaving home, meeting people, having fun. can live longer and better”, says Eva, who took over the agency 22 years ago and has six employees.

Specializing in gerontology, she says, has given her tools to interpret certain signals. “The elderly passenger is not a common customer, each one needs special attention to their needs. If they are in the air, for example, they may not be listening well. We need to capture these messages.”

Ana Clévia Guerreiro, competitiveness analyst at Sebrae, recalls that, in the case of a public that generally prefers to travel in groups, tourism agencies that operate in this market must offer services that encourage interaction.

“It is necessary to propose activities that can strengthen the bonds of people who are traveling together. And the entrepreneur must keep in mind that safety is one of the essential components of an incredible experience.”

The analyst also points out the need for investments in accessibility. “This has to be clear to everyone. If the population ages, the country, businesses and public spaces demand a different design. And those who offer tourist services need to adapt.”

Located in São Paulo, the operator Cinthe-Tur works with all audiences, but has a specific department to serve mature tourists interested in group trips. The company was created in 2000 by Thereza Quedas, now 77 years old, who already had experience with charity tours and invited her daughter, Cintia Paoleschi, to join the business.

Also specializing in religious itineraries – such as Israel, Italy and Fátima, in Portugal –, the agency has seen demand grow in recent years, but had to lay off workers in the most critical period of the pandemic.

“We had 12 employees, now we have five. But we hope to grow again this year to be able to increase the team and hire these people again”, says Thereza.

Acting president of Abav (Brazilian Association of Travel Agencies), Ana Carolina Medeiros recalls that tourism was one of the sectors most affected by the Covid-19 pandemic, but says that the advance of vaccination brought hope to entrepreneurs. “People feel safer to travel again, so the expectation for 2022 is good, we can see light at the end of the tunnel.

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