Beyond age: cluster-based profiling of senior tourist in Italy

Purpose – 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. Design/methodology/approach – 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. Findings – 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. Research limitations/implications – 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. Practical implications – 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. Social implications – 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. Originality/value – 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.