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The Ageless Tourism Certificate Program

Certificate Program

Participants who complete all of the modules in this program receive a badge and certificate of completion and a designation from the Ageless Tourism Institute as mature market specialists.

Ongoing Support

In addition to the on-demand courses, particpants receive ongoing support through live webinar mastermind groups and are eligible for reduced-cost private consulting.

Tentative Curriculum

Module #1

Overview

Participants will receive a definition, overview, and understanding of the mature traveler. This includes a historical background of the boomer generation, their travel attitudes and preferences, the current situation regarding discretionary income, and the impact of advancing age on tourism. Barriers to travel faced by this demographic are presented, and participants design their solutions in the context of their business and learn how to promote those solutions in a non-ageist marketing format.

 

The session will explore both the successes and challenges the tourism industry has experienced in attracting, serving, and retaining mature travelers. It will outline the following steps to enhance participants' practices better to capture the business of this growing and lucrative market.

Module #2

Design

Participants will gain an understanding of universal, inclusive, and age-friendly design principles, focusing on the differences between the needs of mature and disabled travelers. Emphasis is placed on recognizing the sensory needs of mature guests, including taste, smell, hearing, touch, and sight while assessing built environments for age-friendly elements. The course highlights the importance of spaces that encourage social interaction among mature and intergenerational guests, seamless mobility support, readability of personal products and amenities, and accessible rooms that maintain luxury standards. Noise level management, lighting, wayfinding, ergonomic seating, non-slip flooring, and exceptional fabrics will be discussed with a directory of age-friendly vendors and resources.

Module #3

Service

Participants will focus on service and age awareness, where enrollees are educated on the specific needs of mature travelers and trained to provide seamless service, including the use of large-print materials. The course promotes an inclusive environment for mature guests through training in age-friendly practices, effective communication, and role-playing to simulate challenges that mature guests might face. Systems for evaluating and improving staff performance are put in place, with designated age-friendly service ambassadors ensuring the highest service standards. Feedback mechanisms allow for continuous improvement, and enrollees are trained to recognize signs of cognitive decline and provide discreet assistance. Enrollees receive cultural sensitivity training to promote diversity and inclusion in their interactions.

Module #4

Marketing

Participants learn how to avoid ageist language and stereotypes in marketing, ensuring advertisements appeal to mature travelers without creating generational divides. Positive, diverse images of mature travelers will be used, with marketing materials that highlight their capabilities and active lifestyles. Testimonials and reviews from mature travelers will feature prominently in campaigns, while targeted efforts and website sections will cater specifically to this demographic. Engagement on social media, collaboration with mature travel influencers, and special promotions are vital strategies, as well as clear communication of health and safety information. Marketing teams will be trained in non-ageist communication, and active participation in relevant travel expos and fairs will be encouraged.

Module #5

Age-Tech

Participants take a deeper dive into age-tech and artificial intelligence (AI), as well as data for enhancing the experience of mature travelers. Staff will be trained to support mature guests with technology, while AI is used to personalize their experiences. User-friendly booking systems, virtual tours, and helpdesk support are designed to enhance accessibility. Data analysis will focus on the preferences and behaviors of mature travelers, while mobile apps will feature age-friendly elements.

Module #6

Ageism

Participants will be immersed in issues of ageism that can diminish their outreach and service to the mature market, including marketing and branding materials, recognizing and improving ageist partnerships, evaluating their ageism policies, and establishing mature-focused loyalty programs. A zero-tolerance policy for ageism will be developed that is practical for the enrollee. Enrollees will learn how to easily incorporate  feedback and establish reporting.

Module #7

Employees

Participants will review their employment practices and determine the best age balance for their workforce with inclusive, multigenerational environments. Ageism in workplace policies will be addressed, with flexible work benefits, part-time options, and mutual mentoring programs implemented. Mature worker benefits and insurance will be explored, and companies will determine the ROI of recruiting mature employees. Appealing job roles will be designed for mature candidates

Module #8

Itinerary Building

Participants will engage in age-friendly itinerary building that considers mobility needs, offering multi-mobility options and accessible transportation. Enrollees will create themed itineraries for intergenerational groups,  Second Honeymoon, Genealogy, Boomer History, and Skip Generation Tours, with an emphasis on art, culture, and lifelong learning, designed with culinary options that will cater to restrictive diets. Pre- and post-trip social events are part of the itineraries.

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