This study examines the heterogeneity of senior tourism in Italy by identifying distinct profiles of older travellers and analysing how socio-demographic and behavioural factors influence holiday choices. It challenges the common assumption that senior tourists form a homogeneous group and aims to inform more tailored and inclusive tourism strategies.
Using data from the 2023 ISTAT Trips and Holidays survey (N = 823), which includes both continuous and categorical variables, a Partitioning Around Medoids (PAM) clustering analysis with Gower distance was conducted to identify meaningful traveller segments. Descriptive statistics and cross-tabulations were then used to profile each cluster in terms of travel organisation, destination choice, length of stay, and expenditure.
Three distinct clusters were identified: (1) Independent Domestic Leisure Travellers, who organise self-driven trips within Italy and have moderate to high daily spending; (2) VFR and Second-Home Travellers, who take long, low-cost stays within family and property networks; and (3) International City-Break Travellers, who use organised packages, travel abroad, and have the highest spending capacity. These patterns show that lifestyle, socio-economic resources, social ties, and health considerations collectively influence senior travel, while chronological age alone does not sufficiently explain behaviour.
The analysis is limited by the ISTAT dataset’s focus on economic and organisational variables, lacking psychographic and well-being measures. Longitudinal and mixed-method designs could further refine segmentation and track evolving preferences among future senior cohorts.
Destination managers can use these findings to develop tailored strategies: enhance accessibility and independent booking support for domestic seniors; enrich long, low-cost family-based stays with local cultural services; and create premium urban packages in partnership with tour operators to attract affluent international travellers.
By recognising seniors as a diverse and economically significant group, this study supports inclusive, age-friendly tourism development that fosters active ageing, social cohesion, and sustainable regional growth.
This research offers one of the first data-driven segmentations of Italian senior tourists, integrating socio-demographic and behavioural indicators to reflect market heterogeneity. It advances understanding of senior travel as a multidimensional and dynamic phenomenon and underscores the need for differentiated tourism planning and marketing approaches.
