How Active Aging Consumers Take Flight
Ms. Ariel Ione Christensen
Colorado State University
DM 575 Human Factors of Design
Abstract
This paper is an exploratory analysis of trade and academic literature on the active aging consumers who travel via airplane. The intentions of this study are to understand the active aging consumers' journey, discover opportunities and challenges for them, and design a product or service to better their wellbeing and experience. It has become evident that active aging consumers are a unique portion of the population that have interest and capital for travel. Nonetheless, they are still subject to the natural qualms of aging that most certainly can affect their travel. Mental and physical stresses along their airplane travel journey can be somewhat ameliorated through experiential cues and services, thus an experiential service company partnered with AARP is proposed.
Keywords: Active Aging Consumer, Consumer Behavior, Airplane Travel, Travel, Product Development, Design, Human Factors,
Introduction
Active aging consumers are a vast, rapidly growing market. As a population, they make up a considerable amount of the economic distribution, worthy for businesses and academics to tap into. For the purpose of this paper, the population of active aging consumers who travel frequently for leisure will be the specific segment of the aging population focused upon. Since health and wellness are vital aspects for this population to consider, including mental health, the leisurely activity of travel is being considered as studies show it to be a significant advantage in aging. More narrowly, airplane travel experiences will be the primary focus of investigation as this can oftentimes be the most strenuous part of the trip.
The aim for this paper is to explore the active aging consumer’s journey whilst traveling via airplane in order to potentiate opportunities as a means to enhance human health. This exploration will first review the academic and trade literature on the foci of active aging consumers, the importance of travel, issues whilst airplane traveling for active aging adults, and the products and services out there for this population’s experience whilst on the airplane. The data and offerings around air travel on the American Association of Retired Persons (AARP) website will be analyzed. As an organization devoted to empowering people “to choose how they live as they age”, the AARP operates as a solid resource for millions of people worldwide (American Association of Retired Persons, 2019). The literature review will be followed by suggestions of innovative design solutions to the defined problems based on the literature.
Literature Review
Active Aging Consumers
The specific population in concentration for this paper is the active aging consumers. For the purpose of this study this demographic is anyone over the age of 65 years old. As a generation, the population moving into this developmental stage of life is the Baby Boomers. Historically, as a result of the unexpected girth of this generation, they contributed to a wide sweeping behavior of redefinition (McCann & Bryson, 2014). School systems had to be redefined and rebuilt to adjust to the unanticipated amount of students. Post Great Depression, the economy and workplaces were reestablished by new waves of products, industries and rapid technological growth. Socially, civil rights, climate change, disco, the war on drugs and other major events contributed to the innovative shaping that took place. The Baby Boomers redefined life and are now redefining what it means to be an aging population.
Unlike ever before, the baby boomer generation is staying in the workplace longer, traveling more, and have new ideas of what quality life looks like as they age (Batra, 2007; McCann & Bryson, 2014; Gu, Zhu, Brown, Hoenig, & Zeng, 2016; Czaja, Boot, Charness, & Rogers, 2019). They want and will be wanting different things, specifically in regards to their health (Gilleard & Higgs, 2014). Baby Boomers are sincerely pushing the edges when it comes to aging, inventing and innovating new ways to stay young, adapt anti-aging regimes and become “master athletes” (Gilleard & Higgs, 2014). Additionally, the aging population is wealthier and larger than former generations and thus have the capital to invest into prolonging and exacerbating their health (Horneman, Carter, Wei, & Ruy, 2002; Littrell, Paige, & Song, 2004; Gilleard & Higgs, 2014; AARP, 2019).
Despite their resilience and redefining nature, there are irrefutable natural occurrences of the aging human body. Death is inescapable for human beings, at this time. Naturally as we age, humans experience degeneration of the body and mind. This degeneration leads to difficulties in cognitive processing, mobility, fine motor skills, everyday activities such tieing shoes, and an onslaught of other challenges in everyday life (Biddle et al., 2019; Czaja, Boot, Charness, & Rogers, 2019). Life becomes an entirely different experience in this phase of life. In order to cater to these consumers, it is imperative to understand their journey through life. Without such understanding, the potential feelings of negligence and obsolescence harkens to a population already vulnerable to such experience. Therefore, as humans age they encounter new challenges, with new priorities in life that the marketplace and academic research would be remiss to not acknowledge.
Travel & New definitions of health
Travel has become an increasingly expansive market and area of research. New areas such as Wellness Tourism have become multi billion dollar industries while new TSA processes enable people to fast track the security process. Travel is very much a part of the new norm for many people and a growing opportunity in academia. Throughout travel literature the general understanding for travel behavior is surmised by Crompton’s Push Pull Theory (1979). Travel is rarely a singular motivated action. Essentially, the overarching theory is that people are either motivated to push away from something in their everyday life or are motivated or pulled toward something (Crompton, 1979). Argumentatively, both cannot exist without the other but that is not the focus of this paper nor part of this discussion. Moreover, people are either motivated more by one or the other in their travels.
Motivations towards healthy living are a new agenda while traveling. Wellness Tourism is a clear indication of society’s emphasis and redefining of health. These experiences and health-oriented perspectives focus on the consumers’ physical, psychological and spiritual experience. Examples of this type of tourism include specially prepared meals, health counseling, guided classes and meditation, and most certainly getting outdoors. Wellness tourism emphasizes the overall human experience while on holiday. This new industry is exemplary of the general shift in consciousness around health. Health no longer means simply exercising and eating well, it largely considers mental health. Terms such as wellness and mindfulness are omnipresent in society and the marketplace. The active aging consumers are not exempt from this. As mentioned, they are redefining what it means to be healthy, to age and to travel.
Throughout history, travel has been reckoned as something to treasure and savor. One of the reasons travel has held such reverence with humans is the well understood benefits of it to subjective wellbeing and health (Gilbert & Abdullah, 2004; Chen & Petrick, 2013; Kroesen & Handy, 2014; Kim, Woo, & Uysal, 2015; Gu, Zhu, Brown, Hoenig, & Zeng, 2016). Undoubtedly, travel provides new experiences that inspire, are awe-provoking, stimulate openness, and create positive reference points for later on in life (Bratra, 2007; Chen & Petrick, 2013). For aging consumers who presumably have more leisure time and life fulfillment from past accomplishments, travel takes on new levels of satisfaction (Batra, 2007; Littrell, Paige, & Song, 2004; AARP, 2019 ). Traveling means journeying to see family, checking off bucket list destinations, relaxing and disconnecting from everyday life, and taking longer, more expensive vacations; exhibiting a spectrum of Crompton’s Push Pull Theory (1979; Littrell, Paige & Song, 2004; AARP, 2019).
Furthermore, traveling provides a sense of connection, meaning and social interaction that adheres to heightened states of subjective wellbeing (Lefrancois, Leclerc, & Polin, 1997; Chen & Petrick, 2013; Carlson, Kuo, Chuang, Varma, Harris, Albert, Erickson, Kramer, Parisi, Xue, Tan, Tanner, Gross, Seeman, Gruenewald, McGill, Rebok, & Fried, 2015; Moeller, Foerster, Wilson, Pusey, Hahn, & Ochman, 2016). This is incredibly important for aging consumers as one of the major concerns becomes isolation and decrease in mental health. The once proclaimed identities of who people thought they were are inevitably deteriorated and stripped. For decades people spend considerable time in their work, family or studies, to which one day they retire from in their later years. Children may no longer need the parental role once filled, and companies operate on their own. People go through a dramatic identity and priority shift as they age sometimes leaving them with feelings of isolation and depression. Travel stimulates this reconnection with their omnipresence self and singularity around them. It can initiate feelings of connection, purpose and belonging that are imperative to subjective wellbeing. Additionally, aging populations have expressed decreases in physiological symptoms while traveling otherwise experienced on a regular basis (Gu, Zhu, Brown, Hoenig, & Zeng, 2016). As mortality becomes omnipresent with age, travel and sharing experience with others provides a sense of life satisfaction and meaning, which are higher priorities for this developmental phase of life (Chen & Petrick, 2013; Moal–Ulvoas & Taylor, 2014).
Challenges Whilst Traveling
Traveling via airplane has increased for active aging consumers. According to AARP, active aging consumers are predicted to take four to five trips in 2020 with one to two trips planned abroad (2019). While advantageous for wellbeing and health, airplane travel can certainly cause disruptive physiological symptoms for anyone despite their developmental phase in life. Some examples of physical disturbance due to the environmental factors of airplanes are edema, circadian rhythm disruption, poor cabin air quality, jet lag, mental stress, high altitude conditions, hormonal dysregulation, physical inactivity, and fatigue (Brundrett, 2001; Kim & Lee, 2018). In addition to the general effects of flying on the human body, active aging consumers have expressed mental and physical stress to be the main sources of discomfort whilst traveling as a result of the aforementioned physiological changes that occur with age and heightened sensitivities during the experience of air travel (Kim & Lee, 2018). The mental stresses include packing, the hustle and bustle of the airport, waiting in security, going through security, pushing their luggage, anticipation of discomfort on the plane and navigating the airport. Physical discomfort comes from the enhanced general effects of airplane travel, poor circulation, and managing personal items such as luggage, going through security, and positioning of items on the airplane vessel.
Marketplace Offerings
Although there is a range of documented ailments and challenges for this developmental phase of human beings, there are services and products available to this population while traveling in an airplane. Airports, for example, are staffed with wheelchairs, luggage trolleys and employees to assist people who are in need of assistance. Airlines typically allow aging populations to board the plane first. The airline industry is aware of this populations’ needs and demands and has catered to them. There are also products available such as compression socks, compartmentalized luggage and crossbody type wallets. Additionally, organizations exist such as Design Treks, Road Scholar, and Smithsonian Journeys that cater to specific niche markets of travelers within the active aging communities. These organizations travel in groups of less than 16 people all over the world. The biggest supportive network for this population is the American Association of Retired Peoples organization, AARP. AARP provides discounts on rentals, hotels, and destination packages, access to articles and podcasts, and demonstrates itineraries and travel plans. It is used by millions of people and has been a reputable source for this population for decades.
Methods
The method for this exploratory design inspired study is to understand the academic and trade literature around active aging consumers who travel frequently via airplane, recognize the social context of design problems, define opportunities and challenges to solve the problems as a means to enhance human health, and then suggest innovative solutions to the defined problems, based on the literature.
Results
As noted, active aging consumers who travel via airplane are a growing niche population. Known for their innovation and redefining the world around them, Baby Boomers are establishing new parameters of what it means to age and have their sights on continued travel. With a new definition of health conscious and a hearty economic advantage, they recognize the benefits of traveling and are willing to pay for their experiences domestically and abroad. Despite the notable benefits of traveling, the active aging population does encounter some opportunities and challenges while traveling. These challenges operate as mental and physical stress, and the opportunity is to optimize the airplane experience with these in mind.
As far as the marketplace is concerned, the products offered are quite limited, while the services and organization affiliations are more robust. The biggest organizational influence is AARP. Catering to millions, AARP offers services and discounts specifically for the retired persons of America. While the Baby Boomers are staying in the workplace longer than other generations, they are still considered potential beneficiaries of AARP services. Additionally, AARP is not only a reputable source for this population in general but an active part of their travel experience. Thus, the design proposal will be in partnership with the AARP.
In an attempt to alleviate the mental and physical stresses mentioned prior, an experiential service company is proposed. This service, in partnership with AARP, will be accessible through a mobile application. The application based method of reaching the customers is chosen as active aging consumers are more rambunctious on their phones while traveling than they typically are (AARP, 2019). According to their holistic health needs, and any other specific needs if applicable, an itinerary will be available. The itineraries will be based on application based research in trade and academic literature around what is proven to provide heightened levels of subjective wellbeing as well as cognitive improvement for active aging consumers. An example of application based research is social prescribing occuring in Europe and the UK. Social prescribing, much like what will be offered here, consists of “voluntary work agencies, further education, libraries, social or lunch clubs, self-help groups, befriending organizations, hobby clubs, horticulture, sports clubs, nature conservation, book groups, art or dance classes” (Brandling & House, 2009). It is essentially an alternative option to pharmaceuticals for primary care and general practitioners. Instead of primary care or a GP a host will be provided for each trip, creating consistency, security and social engagement for the consumer. According to research on social prescribing, a skilled and knowledgeable leadership figure is important for continued engagement in activities (Husk, Blockley, Lovell, Bethel, Lang, Byng, & Garside, 2020).
Depending on the person’s symptomology of aging and the desired outcomes, specific experiences and activities will be referenced. Also discovered in the research on social prescribing, “patients are more likely to enroll if they believe the social prescription will be of benefit, the referral is presented in an acceptable way that matches their needs and expectations, and concerns elicited and addressed appropriately by the referrer” (Husk et al., 2020). With this in mind, the partnership with AARP and professionals in the medical industry will be advantageous not only when developing the program and application, but when assisting consumers along their travels. As trusted resources, consumers will hopefully feel more confident and understood when using this application knowing the affiliated company and professionals have their best interest in mind. Additionally, similar to social prescribing, the activities will be relevant and timely to the destination of the trip. Specific to the experience on the airplane, depending on the duration of the flight, activities will be referred to the consumer throughout the flight. These may include stretches and exercises, when to take certain supplements, when to walk around on the plane, etc. When waiting in the airport, recommendations such as healthy options for food, trained staff to work with, mental exercises while waiting in security, etc. will be provided.
Logistically, staff will be trained accordingly on behalf of working with this specific population. This training will include knowledge around physiological and mental vulnerabilities of this population and proper social etiquette and care for them. For social prescribing this position is often called a “link worker” (Branding & House, 2009; Husk et al., 2020). The link worker works as the mediator between the patient and primary care or GP assessing what the patient is going through, is interested in and what suggestions may work for them (Branding & House, 2009; Husk et al., 2020). That being said, the hosts will be mediators between what is available in the area and what the consumers have declared as needs and conditions. Another aspect of this experience servicing company is transit. According to a recent review on social prescribing, the prescriptions were most effective when also accompanied with transit to the locations (Husk et al., 2020). Later incorporations and affiliations will be the ride-share industry, wellness tourism industry and health insurance companies. Ideally, the experience will incorporate the entire duration of the trip, have supplementary funding from health insurance for specific activities and be seamless for the consumer.
Discussion
After consideration of the active aging consumers’ experiences while traveling via airplane, understanding their challenges and getting to know the products and services available to them, an experiential service that can be accessed through a mobile application is suggested. Having partnerships with sound, reliable organizations and individuals such as AARP and the medical industry will provide security to the consumers while traveling domestically and abroad. This application has potential to partner with other industries and professions such as the Wellness Tourism industry. Application of science and research will remain the fundamental foundations to this operation. The following remains as considerations for the future: How will this be monetized? How will consumers be protected? Who will be most interested in this?
Conclusions
As the world evolves, so does the human experience of life. With a creative, innovative generation entering a new developmental phase of life, a ripple effect of this transition is sure to be seen across industries and life. The active aging consumers that are now the baby boomers, will undoubtedly start to redefine what it means to age and how to enjoy life. As they relish the leisures of life, those too will begin to develop and adapt. Only time will tell how these disruptive baby boomers will continue to redefine the world around them.
References
AARP. (2019). 2020 travel trends. AARP Research. Retrieved from https://www.aarp.org/content/dam/aarp/research/surveys_statistics/life-leisure/2019/2020-travel-trends.doi.10.26419-2Fres.00359.001.pdf
Batra, A. (2007). Senior pleasure tourists: examination of their demography, travel experience, and travel behavior upon visiting the bangkok metropolis. International Journal of Hospitality and Tourism, 10(3), 197-212.
Biddle, K., D’Oleire Uquillas, F., Jacobs, H., Zide, B., Kirn, D., Rentz, D., … Donovan, N. (2019). Social engagement and amyloid-β-related cognitive decline in cognitively normal older adults. The American Journal of Geriatric Psychiatry, 27(11), 1247–1256. https://doi.org/10.1016/j.jagp.2019.05.005
Brandling, J., & House, W. (2009). Social prescribing in general practice: adding meaning to medicine. The British Journal of General Practice : The Journal of the Royal College of General Practitioners, 59(563), 454–456. https://doi.org/10.3399/bjgp09X421085
Brundrett, G. (2001). Comfort and health in commercial aircraft: a literature review. Journal Of The Royal Society For The Promotion Of Health, 121(1), 29–37. https://doi.org/10.1177/146642400112100108
Chen, C., & Petrick, J. (2013). Health and wellness benefits of travel experiences: a literature review. Journal of Travel Research, 52(6), 709–719. https://doi.org/10.1177/0047287513496477
Czaja, S., Boot, W., Charness, N., & Rogers, W. (2019). Individual differences. Designing for older adults : principles and creative human factors approaches, Third edition, 33-47. Boca Raton, FL: CRC Press.
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6: 408-424.
Gilbert, D.,& Abdullah, J. (2004). Holiday taking and the sense of well-being. Annals of Tourism Research. 2004;31:103–121.
Gilleard, C. J., & Higgs, P. (2014). Fitness, exercise and the ageing body. Ageing, corporeality and embodiment, 131-144. London: Anthem Press.
Gu, D., Zhu, H., Brown, T., Hoenig, H., & Zeng, Y. (2016). Tourism Experiences and Self-Rated Health Among Older Adults in China. Journal of Aging and Health, 28(4), 675–703. https://doi.org/10.1177/0898264315609906
Horneman, L., Carter, R. W., Wei, S. and Ruy, H. 2002. Profiling the senior traveler: An Australian perspective. Journal of Travel Research, 41: 23–37.
Husk, K., Blockley, K., Lovell, R., Bethel, A., Lang, I., Byng, R., & Garside, R. (2020). What approaches to social prescribing work, for whom, and in what circumstances? A realist review. Health & Social Care in the Community, 28(2), 309–324. https://doi.org/10.1111/hsc.12839
Kim, H., Woo, E., & Uysal, M. (2015). Tourism experience and quality of life among elderly tourists. Tourism Management, 46: 465–476.
Kim, J., & Lee, B. (2018). Risk management of free radicals involved in air travel syndromes by antioxidants. Journal of Toxicology and Environmental Health, Part B, 21(2), 47–60. https://doi.org/10.1080/10937404.2018.1427914
Kroesen, M. & Handy, S. (2014). The influence of holiday-taking on affect and contentment. Annals of Tourism Research, 45: 89–101.
Lefrancois, R., Leclerc, G.,& Polin, N.(1997). Predictors of activity involvement among older adults. Activities Adaptation & Aging, 22(4):15–29.
Littrell, M. A., Paige, R. C., & Song, K. (2004). Senior travelers: tourism activities and shopping behaviors. Journal of Vacation Marketing, 10: 348–362.
McCann, J., & Bryson, D. (2014). Textile-led design for the active ageing population. Oxford: Woodhead Publishing.
Moal–Ulvoas, G., & Taylor, V. (2014). The spiritual benefits of travel for senior tourists. Journal of Consumer Behaviour, 13(6), 453–462. https://doi.org/10.1002/cb.1495
Moeller, A., Foerster, S., Wilson, M., Pusey, A., Hahn, B., & Ochman, H. (2016). Social behavior shapes the chimpanzee pan-microbiome. Science Advances, 2(1), e1500997. https://doi.org/10.1126/sciadv.1500997
Moal–Ulvoas, G., & Taylor, V. (2014). The spiritual benefits of travel for senior tourists. Journal of Consumer Behaviour, 13(6), 453–462. https://doi.org/10.1002/cb.1495