By Drago Djourov, DD
What do people do when they retire? Many want to visit attractions. The question is: are attractions ready for them?
“Brands don’t target us! Ads always show young people,” says a 71-year-old from Japan who still works part-time, travels regularly, dines out, and takes self-improvement courses. She has fond memories of Tokyo Disneyland, but hasn’t visited in years.
As health spans extend and digital literacy grows among seniors, Asia faces an unprecedented demographic shift that businesses are slow to recognise. According to McKinsey, consumption among those 60+ will grow 1.5-2x faster than general population growth, with seniors expected to drive one-third of Asia’s consumption growth.
Shanghai Disney Resort, for example, has reported that the number of elderly visitors purchasing one-day and two-day tickets in 2023 has increased by 75 percent over 2019.
A new piece of research Retirement: The New Contract conducted by the Potluck partnership (Drago Djourov & Scott Percival), focusing on Japan and Singapore reveals untapped opportunities in the silver market. For parks and attractions, this presents three key areas for growth: marketing, product development, and operations.
Marketing & communications: know who they are
Today’s retirees have money, time, and an appetite for excitement. They’re seeking to explore the world on their terms and are ready to spend to do it. Travel and leisure are central to their new lives.
Bridge past & present. How can your attraction help visitors relive their youth and recapture that familiar buzz? For older visitors, pursuing hobbies and experiences often serves dual purposes: fulfilling personal projects while reconnecting with one’s spouse or old friends.
But don’t stop at nostalgia. Retirees are constantly evolving, actively seeking novelty and new experiences. At this life stage, they know what they want and are confident enough to pursue it. What can your attraction offer that feels both relevant and fresh?
Product development: how retirees want to have fun
Retirees still value brands, but the meaning has shifted. Status matters less; quality of experience matters more. They’ll even embrace friction, if it adds genuine value.
Think about how you frame value. With flexible schedules, retirees can visit during off-peak hours, but rather than simply offering discounts, make these visits feel special and appealing.
Think multigenerational. Beyond couple and friend reconnection, there’s massive opportunity for family experiences, especially in Southeast Asia. Even in Japan and Korea, grandparents increasingly want to spend time with their adult kids and grandkids, but don’t want to merely accompany them to attractions–they want to actively participate.
Operations: how to deliver
Retirees bring experience, wisdom, and a different energy—calmer, more balanced, and deliberate. Smart attractions are already leveraging this through flexible working arrangements and reimagined job descriptions.
Deploy older staff strategically. Research shows that older customer-facing employees make visitors feel calmer, increase dwell time, and strengthen brand connection. With younger staff shortages, flexible arrangements with older workers can fill gaps while improving the visitor experience.
Foster intergenerational exchange. Younger employees, increasingly isolated at work, crave learning opportunities from experienced colleagues. Retirees, meanwhile, want to engage with younger people and share their knowledge. This connection, often challenging within families, proves emotionally fulfilling in workplace settings.
The bottom line
Understanding retirees—both as people and as attraction visitors—offers immeasurable benefits across marketing, product development, and operations.
Research shows retirement is no longer an end but a new beginning.
This could be the beginning of a new business opportunity for your attraction. Is your organisation ready?
