Improving your sales funnel for Dutch over-50s travellers

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Nowadays, people over 50 are active, healthy and travel a lot. Time and budget are not limited. This interesting target group will grow in size in the coming years due to demographic developments. And the Internet is becoming increasingly important when it comes to orientation for their holidays.

 

A few facts and figures at a glance

  • More than 50% of the Dutch population will be 50 years old or older by 2019. This portion is only increasing.
  • Research shows that this target group has a great interest in travel and holidays.
  • Research shows that they spend more on travel than any other age group in the Netherlands.
  • Travellers over 50 are flexible and often travel several times a year for short and longer holidays. This makes it very beneficial to provide for this target group outside the peak periods of the high season.
  • This target group wants to be well prepared for the holidays. The Internet is a frequently consulted source in this respect.
  • Travellers over 50 rely heavily on independent and objective assessments from fellow travellers.
  • Travellers over 50 make different demands for holidays than younger target groups.
  • Travellers over 50 are highly interested in taking a sabbatical in order to be able to go on a long (world) trip.
  • Travellers over 50 have a “travel bucket list”.
  • On their holidays, people over 50 want to be active and get to experience some nature and culture.

However, the target group of travellers over 50 is large and diverse. Various customer profiles can be drawn up and each customer profile requires a specific marketing approach in order to achieve it. How does a travel provider take full advantage of the opportunities offered by the over-50s holiday market?

More effective sales efforts

With the grijsopreis.nl project, the participant benefits from so much insight into orientation behaviour, holiday behaviour, customer profiles and many other things that it makes optimal use for the sales efforts. As a result, the commercial return is greatly improved.

  • Generate more leads
  • Create more interest in the holiday destination/travel/product or service
  • Better target group definition
  • More effective marketing campaigns with higher conversion rates
  • More bookings

Multi-client market research

Multi-client market research consists of a periodically recurring survey among 1,000 respondents. The sample population consists of active over 50s. The sample will be representative and this sample size can be used to make reliable statements. We conduct the multi-client survey several times a year.

  • Twice a year, a major survey linked to the orientation periods for summer holidays and winter holidays.
  • Four times a year, a smaller survey to investigate specific travel related themes. In these studies, we examine themes such as city trips, bucket list activities or destinations, culinary holidays, golfing holidays, etc. Themes are defined in close consultation with participating partners.
  • In drawing up the questionnaires for the various studies, the participants can provide input.

The market research is carried out by Ruigrok Netpanel in Amsterdam, a renowned market research company with an excellent reputation. All the results of each survey, including all the tables, are made available to the participants. If desired, the results can also be made available digitally for further analysis. Where there are customer-specific questions in a survey, the results will of course only be made available to the participating partner involved.

 

Grijsopreis.nl analyses

Through our own analyses of visitor and orientation behaviour on our own website and on the various social media sites, we enrich the data from market research. Periodically, grijsopreis reports are drawn up on trends and developments with regard to the orientation behaviour of our visitors.

Now that grijsopreis.nl has been active for more than a year, we have a lot of relevant data from our users. This enables us to know which destinations are popular, what information our users are mainly looking for, what profile and what other interests our users have. Based on this data and the conclusions from the various market research studies, participants in this project are optimally able to shape or adjust the commercial policy towards the over50s target group. This will increase the return on investment.

Marketing exposure via grijsopreis.nl

We offer the participants optimal reach on our online multimedia portal. This includes:

  • Advertorials on grijsopreis.nl, and where relevant also on silver-travellers.com
  • Banners on grijsopreis.nl, and where relevant also on silver-travellers.com
  • Periodic statements on all social media of grijsopreis.nl (frequency to be determined in consultation)
  • Periodic statements in the newsletter of grijsopreis.nl (frequency to be determined in consultation)

Participants have every opportunity to test campaigns on our portal. Or to change campaigns in the interim based on the insights gained from market research. The effectiveness of campaigns can thus be quickly increased. With a reach in September 2019 of more than 150,000 via our portal, grijsopreis.nl has grown in a year’s time to become an indispensable medium for travel companies that focus on the over 50s market.

 

Limited investment: value for money

The investment per participant amounts to €7,500 excluding VAT for participation during one year. This amount includes all market research projects, reports and analyses as described and the media exposure of grijsopreis.nl.

In order to identify real trends and developments, grijsopreis.nl repeats this research cycle every year. This greatly increases the value for the participating parties. We therefore advise you to participate in this project for at least two years. If a participant subscribes to participation in the next year, the costs will amount to €6,000 on an annual basis. This automatically gives the participant the annual trend report.

The project will continue with 10 participants in this multi-client survey. No costs will be charged to registered participants if we have to decide to cancel the project.

Additional activities

On the basis of the research, a partner may wish to deepen its knowledge by means of qualitative research, further analyses via grijsopreis.nl or a specific research via our market research agency. This is of course possible at favourable rates for the participants. Grijsopreis.nl or the selected research partner, Ruigrok Netpanel, will submit a quotation for this. Grijsopreis.nl likes to brainstorm with the participating partners about the customer profiles and how these can be achieved.

 

Don’t miss this opportunity!

A unique opportunity to reach the most important and largest passenger target group even more effectively on the basis of well-founded insight. If you would like to register or would like more information, please contact us via info@grijsopreis.nl. We will get back to you as soon as possible, if desired, by way of a personal introduction.