Description: In the past the mature market was often misunderstood and not considered to be a profitable market segment for hotel operators to pursue. Growing demographic numbers and increased affluence within the mature market are reasons for reconsideration. This study examined the business value of the mature traveler and the provision of services and attributes desired by mature travelers, as perceived by managers.
Date: December 1994
Creator: Potter, Virgil E. (Virgil Eugene)