A glance about the tourism for ageing people and technology. How ageing people adopt technology innovations. The world in 2050 will be over +50 for the majority!! Technology adoption will increase in this segment. How to understand and use for capturing customers ?

1. Digital Marketing in an Ageing World
by Francesco Berrettini
European Tourism For All Forum, October 2015, Albufeira, Portugal

2. THE WORLD IS AGEING
Source: United Nations, 2012

3. THE WORLD IS AGEING
Source: United Nations, 2012

4. How can digital
marketing respond to this
trend?

5. Do we really need to
respond?
Old people live enclosed
in an analogical world...
Right?

6. 6
IT IS TRUE THAT TECHNOLOGY ADOPTION
IS LOWER WITH THE ELDER POPULATION
MGM HOTELS
93% young
adults uses the
internet
59% seniors
uses the
internet
Source: Pew Research Center, USA, 2014

7. BUT THE EVOLUTION IS NOTORIOUS
Source: Pew Research
Center, USA, 2014

8. Seniors are the fastest
growing segment of
Facebook.
Source: Pew Research Center, USA, 2011

9. RIGHT NOW, ALMOST HALF OF THEM USE
SOCIAL MEDIA
Source: Pew Research Center, USA, 2014

10. And once online, they
make it part of their lifes.
71% of 65+ years users, use the
internet every day.
Source: Pew Research Center, USA, 2014

11. TO DO WHAT?
Source: BITKOM, Germany, 2014.
Note: ages 65+
91% write emails
81% find information related to their interests
79% stay abrest of current events
68% find health information
65% travel planning
57% make digital purchases
50% digital banking
28% digital calls such as via Skype
26% chat with friends or relatives
23% watch movies or tv series

12. TRAVEL IS ONE THE MAIN INTERESTS OF THE
ONLINE SENIOR CITIZEN
Source: Facebook, 2015.
Note: Facebook users, ages 60+ with interest in Travel

13. NOT ONLY TO PLAN, ALSO TO BOOK
Note: % internet users in each group
Source: AARP, USA, 2014
Age
Used Websites to Plan
their travel
Used Websites to Book
their travel
50-59 78% 77%
60-69 91% 91%
70-79 85% 84%
80+ 85% 79%

14. WHICH SITES THEY USE?
Note: % internet users with 50 years plus in each group that used internet for travel planning
Source: AARP, USA, 2014

15. TRAVEL PLANNING STARTS WITH A SEARCH
Source: Google Travel Study, June 2014, Ipsos MediaCT

16. WHAT THEY SEARCH FOR?
Source: Google Travel Study, June 2014, Ipsos MediaCT

17. BUT FROM THEN THE PROCESS GETS MORE
COMPLEX
Source: Beyond Last Click, Google, UK 2011.

18. YOU WILL NEED AN INTEGRATED STRATEGY

19. 1. CONTENT: INVEST IN PHOTOGRAPHIES
Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

20. 1. CONTENT: START PRODUCING VIDEOS
Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

21. WHEN TRAVELERS WATCH VIDEOS
Source: The Traveler’s Road to Decision. Google e Ipsos Media. EUA 2012

22. 1. CONTENT: CREATE A TRAVEL BLOG
Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

23. 23
1. CONTENT: SHOW LOCAL KNOWLEDGE
Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

24. 2. ADVERTISING: YOU NEED TO BE ON
GOOGLE
Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

25. Paid Search
Results
Organic Search
Results

26. 3. ENGAGEMENT: BE ON SOCIAL MEDIA
Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

28. 3. ENGAGEMENT: ASK FOR OPINIONS
Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

29. 3. ENGAGEMENT: DO NOT SPAM
Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

30. LOYALTY IS KEY.
On average the booking value of a loyal
visitor is 15% higher than a new visitor, and
his conversion rate is almost the triple!
Source: Inesting-

31. 4. INTELLIGENCE: MAKE IT EASY TO USE
Source: 10 tourism marketing trends for 2016, Infographics by dojodesignstudio.com.

32. 4. INTELLIGENCE: MAKE IT EASY TO USE
Source: Nielsen Norman Group, USA, 2013.
Metrics
Seniors (10 years
ago)
Seniors (now)
Users Aged 21–
55 (now)
Success rate 52,50% 55,30% 74,50%
Time on task 9:58 7:49 5:28
Errors 4,6 2,4 1,1

33. GIVE OPTIONS TO
EVERYONE
“I just don’t feel like having my credit card
on the computer. I checked the weather, I
checked the price for the airlines, I found a
flight, and then I telephoned the airlines.”
Source: Nielsen Norman Group, 2013

34. AND MEASURE
EVERYTHING!

35. Digital Marketing Agency, with offices located in Faro and
Lisbon (Portugal) and in São Paulo (Brazil), as well as
partnerships in Angola and Mozambique.
With vast online experience it has the skills and experience in
digital marketing channels, such as Search Engine Advertising,
Social Media Advertising, Display Advertising, Email Advertising
or Mobile Advertising. It also has a strong part in the training
market, through a dedicated company (Inesting Training) and
a partnership for Portugal with Digital Marketing Institute
(Dublin).
It is a Google Certified Partner and also part of the COTEC
Innovation Network.
The investment in R&D is part of the DNA of Inesting, a
company that looks for innovation and has introduced a
number of novelties in differents areas of digital marketing.

36. Blog MarketingTecnológico - it has been developped and it is kept and updated by Inesting
team. There you can find the latest informations and news from digital marketing and read
articles on several related themes.

37. Digital Marketing
Strategy
Creativities Intelligence
TrainingMobile
Marketing
Social Media SearchEmail Marketing
Media Planning
INESTING
15 YEARS OF DIGITAL MARKETING

38. Some of the companies we have been working in the digital marketing .

41. LISBOA
Palácio Dulcineia,
Largo de Andaluz,nº15 – 2ºD,
1050-004 Lisboa - Portugal
Tel (+351) 213 876 414
francesco@inesting.com
Lisboa
São Paulo
+351 917 211 915
Francesco Berrettini
CEO