Hotels Can Attract Guests Considering Retirement in Latin America
By Lorraine Abelow Founder & President, Abelow PR | February 21, 2016
Though the phenomenon of Americans retiring in Latin America began 25 years ago, it has accelerated in recent years. The 50 plus category is actively searching for safe and secure places in which to retire. Resorts located in the countries in this region can attract those searching for places to relocate by enticing them to use the comforts and resources of your hotel as a base, while they explore the region and its living options. By reaching out to this exploding market through a comprehensive marketing program including sales and public relations program initiatives, you can build customer loyalty.
About 350,000 Americans are receiving their Social Security benefits outside the United States, and a reported 3.3 million baby boomers in the states are planning to retire abroad, Knowledge at Wharton reported. It makes sense -- many countries outside of ours offer a substantially lower cost of living when compared to North America, and excellent quality of life. A large portion of this population is facing economic uncertainties and looking for less expensive places to settle. They've watched their 401ks shrink dramatically and the stock market behave erratically, and there's a definite fear factor in play.
Many are opting to live in the paradise they only had a chance to visit once a year on their limited vacation time. This provides a unique opportunity for hotels to attract guests while enabling them to explore the area. And, you can build guest loyalty because they will want to return again should they fall in love with the area, and make future plans to settle there.
Hotels can seize a greater portion of this massive aging baby boomer market quickly reaching retirement age. Many of them are starting to seriously think about what their options, as they know the inevitable will soon be upon them. They are keen on lowering their living costs, which just seem to be climbing on a constant basis here in the United States, and often keen to hear about viable options.
A large portion of this population's children have flown the coup – or soon will be -- and they are often seriously beginning to consider scaling down and their interest can be piqued about options outside of living in the U.S. But they need to be convinced that this is truly a viable option for them personally.
Panama, Costa Rica and the Dominican Republic are Leaders