October is Pensioners’ Month and with a rise in senior visitors to South Africa, we are looking at what deals and facilities attractions, in particular our 2018 Attractions Africa conference supporters, have on offer for this growing visitor demographic.

uShaka Marine World’s Grandme special is a hit with senior visitors to their attraction. Image credit: uShaka Marine World

We asked our attractions managers how they are expanding their visitor journey to include the over 60 year old market:

Mpume Mabuza, Marketing Director of uShaka Marine World:

What you are doing at your attraction for seniors? i.e. a special discounted ticket and meal as the Table Mountain Cableway does?

UShaka Marine World (UMW) has a standing Special Offer for seniors throughout the year. It gives them special access to our entire SeaWorld attraction for only R45 on Mondays only.

How are you targeting/reaching theses seniors with advertising? Are you doing it via print, broadcast or social media? What has worked and what hasn’t?

We have found print media to be most effective in reaching to our seniors market. However, our advertising plan includes digital and radio as well.

How many elderly visitors do you get per month at your attraction?

Many of them travel in groups and they come from all over South Africa.

What is the most popular activity at your attraction for seniors?

Our SeaWorld is by far the most popular attraction for our senior markets. SeaWorld includes a tour of the world’s seventh largest aquarium as well as dolphin, seal and penguin shows.

Why do you think engaging and interacting with this age group is important for attractions?

It is important for attractions to target all family members. Senior visitors are available for leisure and travel throughout the year as most of them have retired. According to latest research conducted, what makes UMW stand out according to the “voice of the guest” is the fact that it is a safe place for unwinding, relaxation and renewal.

Sibusiso T. Dlamini, Resort Operations Manager for the City of Tshwane:

What you are doing at your attractions for seniors?

Seniors have discounted prices of 10% at all our facilities.

How are you targeting/reaching theses seniors with advertising? Are you doing it via print, broadcast or social media? What has worked and what hasn’t?

It is advertised at our website and social media platforms.

What is the most popular activity at your attraction for seniors?

Seniors love our picnic site, braai facilities as well as visiting the heritage monument for learning about and observing the statues of our fallen heroes and heroines who fought for freedom.

Why do you think engaging and interacting with this age group is important for attractions?

Seniors are loyal and they provide constant feedback through complaints and complimentary emails and face-to-face interaction. We are then given real time suggestions for improving our attractions.

Senior citizens have more time at their disposal, which allows for return visits with their families to our attractions.

Alichia Nortje, Guest Experience Manager of the Two Oceans Aquarium:

What you are doing at your attractions for seniors?

The Aquarium offers discounted rates to pensioners on day tickets and annual membership rates. Pensioners save 25% on a day ticket and 22% on an annual membership. Pensioner rates are available every day.

How are you targeting/reaching theses seniors with advertising? Are you doing it via print, broadcast or social media? What has worked and what hasn’t?

We do not do specific or direct marketing to the age group but we do list pricing indicating the distinction where possible and we feature in the V&A’s Pensioner brochure.

How many elderly visitors do you get per month at your attraction?

Between 4 and 7% of the Aquarium’s total paying visitation are seniors.

What is the most popular activity at your attraction for seniors?

This is unclear at present. We do know that our large exhibits are firm favorites amongst adults; so it would be safe to say the feeding times at any of our larger exhibits are popular with this age group.

Why do you think engaging and interacting with this age group is important for attractions?

The Aquarium prides itself on being the ultimately family attraction offering a unique experience for both young and old alike.