Travelers are starting to hit the road again as millions are vaccinated against COVID-19 and are feeling more comfortable about taking long-overdue vacations, with one of the biggest segments of the vaccinated population being senior citizens. To help bring this segment of guests back, hotels are creating promotions and offering discounts.

"With so many older Americans being vaccinated, hotels are offering innovate partnerships that create trust; COVID-friendly destinations, from golf to the beach, have been putting together promotions and campaigns," said Kate Burda, CEO and founder of Kate Burda & Co., a firm which specializes in revenue management and marketing for the luxury hospitality industry.

She cited AARP research, which states that 54% of boomers are planning trips in 2021 and are eager to travel.

Hotels are now targeting those 55 and up through social media and partnering with AAA mostly and some with AARP, Tim Dick, executive vice president with CBRE Hotel Advisory and Asset Management, said. These include offering discounted advance purchase rates, packages that include educational tours and excursions to local sites and venues, food credits where in-house restaurants are operating, discounted spa packages, and partnering with local retailers for discounts.

"With this increase in travel among older Americans, hotels are implementing elemental initiatives to bring travelers back safely," said Dorothy Dowling, senior vice president and chief marketing officer of Best Western Hotels & Resorts.

Best Western is offering senior travelers a Seniors/AARP discount rate that can help them save up to 15% on hotel stays, she said. If AARP members also are enlisted as part of the Best Western Rewards loyalty program, they receive bonus offers and seasonal promotions.

The readiness to travel has been increasing among travelers, Dowling said. According to Virtuoso’s 2021 study, older travelers are more likely to link the timing of their travel to when they receive their vaccinations. The study also shows that 83% of participants over the age of 77 want to travel this year.

"With many hotel companies going above and beyond to support and accommodate senior travelers across the board, enhancing cleaning protocols and offering discounted rates have been a great incentive to stimulating business across hotels," Dowling said. "With data showing high positive sentiment among travelers aged 65+, seniors will play an integral role in driving higher occupancies and [average daily rates] for hotels across the country."

Diana Soller, senior director of marketing at Radisson Hotel Group Americas, said the company is launching a marketing campaign created with the 65 and older audience in mind. The campaign’s theme is focused on the emotion of reconnecting, particularly with loved ones they’ve missed over the past year, and positions Radisson as the gateway to creating new memories with their extended or multigenerational families.

"Our campaign will reach the 65+ audience through a variety of targeted channels, including video, audio, direct mail, and digital tactics, inviting them to stay at a Radisson hotel with their loved ones when they’re ready," Soller said.

Radisson also has created a semi-flexible rate for all travelers that gives guests the freedom to change or cancel their reservation up to four nights in advance. As an added perk, guests get 12% off stays at participating hotels. Radisson also has an AARP member discount and various limited time deals for this group.

Remington Hotels has primarily focused on drive market strategies by offering those 55 and older AARP discounts at all of its hotels.

"Our extended-stay rates have also helped, as most seniors are taking longer trips to more drive destinations," said Raul Moronta, chief commercial officer for Remington.

For instance, the Lakeway Resort & Spa in Lakeway, Texas, the Pier House Resort & Spa in Key West, Florida, and other Remington properties are offering a senior special rate, which is 10% off rack rate for those 60 and older, Moronta said.