ABSTRACT
The trends, constraints and challenges affecting the tourism industry are becoming more complex and more unpredictable, and the need to deeply understand and engage demand is increasing day by day. In response to radical and threatening modifications in the external environment and on the markets, destination managers and marketing practitioners as well as organizations should proactively evolve and strive for new approaches and market segments in order to adapt, react and reach those scenarios that are driving change and attracting visitors to the area. This chapter focuses on the importance of a greater and in depth understanding of an emerging and attractive market segment – senior travellers – in an attempt to show their importance, changing needs and trends and the reasons why special attention should be paid to them.
