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Targeting the grey dollar

October 22, 2013

Dear Sir,

'A silver tsunami' is how Martha Stewart describes the entire generation of Americans about to turn 65 — the 'baby-boomers'.

Her new book, “Living the Good Long Life” is aimed at this imminent and boundless market.

I suggest we invite MS to Bermuda and ask her advice on marketing Bermuda.

I believe our target should also be the Silver Tsunami, pensions still intact, houses paid for, ready to travel (but not too far).

We appear to be targeting lithe youngsters who plunge into surf, dance in the streets and leap off cliffs.

The visitors I see in front of me on a daily basis do not fit that image.

What are Silver Tsunamis looking for?

Short flights; English spoken; Safety in the streets; Dollar system; First class hotel amenities; Good food; Excellent, friendly service; A lounge chair on a quiet beach with an umbrella; Cocktails on a terrace with a view; A memorable dinner; Gentle music with after dinner drinks; A good night's rest; A romantic carriage ride; A relaxing boat cruise; English Afternoon Tea; Quality shopping; Golf, tennis, spa treatments; A sense of history and British heritage; Welcoming customs and immigration; Cheerful taxi drivers with clean cars; Ample information and assistance.

We have all these.

Let's sell them to the Silver Tsunami.

Gillian Outerbridge

Senior baby-boomer.

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Published October 25, 2013 at 9:00 am (Updated October 24, 2013 at 7:11 pm)

Targeting the grey dollar

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