The tourism industry has focused increasingly on segmentation as a way to provide better service to specific tourist groups who are differentiated by demographic and psychographic characteristics. New market segments are continually being sought by the industry as other segments mature. As western populations age, “grey tourism” (also called the seniors market) has emerged as a major new market segment. This was brought about through the ageing of the generation who has historically led market shifts during the latter part of the twentieth century.

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