HOW DOES HOTEL PROVIDE SERVICE TO THE AGING POPULATION 4
The aging population or the people aged 65 years and above has beenon the rise both in the UK and the United States, as well as in otherparts of the world. This has become a challenge to the hotel industrywhich must adopt new strategies and provide special products for theelderly at their facilities. The hotels provide services to theelderly in various ways. To start with, numerous hotels havingrealized the huge income they get from the elderly people haveembarked on direct marketing to the aged (Kipp, 2015). This isindividualized marketing targeting the old aged people. This includestext messages and emails which highlight the various foods,accommodation services and other leisure activities that areavailable in their hotels for the elderly.
Research has indicated that the elderly are in need of swimmingpools, saunas and gyms. These are services which the elderly are indire need of to ensure that they remain energetic and their bodiesremain flexible. Many hotels across Europe and the US havespecialized gyms and swimming pools for the elderly (Chang et al.,2013). This is after the realization that the elderly are part oftheir royal and frequent customers. The elderly people enjoy the gymsand the swimming pools, as well as the saunas which give themsatisfying relaxation. This is a unique and special way of providingservices to the elderly since such services might and are in mosttimes not available at home.
Numerous hotels have been built near homes and in residential areas.This is a strategy by the hotel owners to make their servicesaccessible to the elderly. It is evident that the elderly people maynot be in a position to access hotels which are far away from theirresidential homes. This is because most of them might not be able todrive and they might also not have drivers (Chang et al., 2013). Moreoften than not, hotels which are located far away from the elderlypeople will offer free or subsidized transport services to theelderly to and from their homes. This is an essential service thatthe hotels offer to the elderly considering their ability to accesstheir far away hotels.
Menus in hotels are prepared with young people in mind. It is clearthat the eye sight for the elderly is poor and that majority of themuse glasses to see clearly. As a consequence, many of the elderlypeople are unable to read the menus in hotels without their glasseson (Kipp, 2015). As a result, hotels have gone a step further toproduce special menus for the elderly that have a bigger logo andwritten in a huge font that the elderly can be able to readcomfortably without glasses. Hotels also provide special offers tothe elderly for certain foods that are considered as rich in energysupplements. These foods include sweet potatoes, arrow roots andyams. Old people are provided with these and other special foods atspecialized foods are specialized prices.
Additionally, the design of the hotel structures is a service to theelderly. This is due to the fact that some hotels have done away withthe stair cases and have introduced lifts and escalators to cater forthe poor (Kipp, 2015). It is clear that the elderly cannot use thestairs comfortably and the escalators and lifts are meant to caterfor them, as well as the disabled.
Kipp, J. (2015). The Aging Population and the Hospitality Industry in2010: Important Trends and Probable Services. Journal ofhospitality and tourism research.
Chang, H., Lin, C., Tsou, M. & Chen, C. (2013). Determinants ofCustomer-perceived service quality in senior-care industry and theirrelationship to customer satisfaction and behavioral intentions:research findings from Taiwan. International Business & Economic Research Journal 7(12), 117-125.