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Australian Grey Nomads and American Snowbirds

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Australian Grey Nomads and American Snowbirds Australian Grey Nomads and American Abstract While a considerable body of research has identified and Snowbirds: described the North American “snowbird” phenomena, relatively little is known about Similarities and the Australian “grey nomads”. Snowbirds, like Grey Nomads, differences travel relatively long distances in self drive vehicles to winter in warmer climates. Mings (1997) suggests that Grey Nomads, like the snowbirds, could benefit from the establishment of appropriate Jenny Onyx resort facilities. However this paper provides evidence from a and qualitative survey of grey nomads which suggests that Rosemary Leonard older self drive Australians form at least two distinct market segments. Some, like the snowbird, are seasonal migrants. However the true Grey Nomad is motivated by a Introduction different set of intentions, and is vehemently opposed to The Grey Nomad phenomenon is a growing one in Australia. staying in an organised resort Grey Nomads are defined within this paper as people aged over 50 of any sort. years, who adopt an extended period of travel (at least 3 months) independently within their own country. They travel by caravan, motor-home, campervan or converted bus for at least three months, but often up to several years, moving around Australia. They are not part of any commercial tourist event. While it is difficult to establish accurate numbers, the Bureau of Tourism Research estimates that in a single year Australian retirees undertake approximately 200,000 caravan trips of more than six weeks duration (Carter, 2002). These numbers are likely to increase with the ageing population of Australia. Professor Jenny Onyx is in the Research into the Grey Nomad phenomenon will also inform our School of Management, University understanding of two major social trends, the ageing population and of Technology, Sydney. the trend to early retirement. The population of Australia is ageing, Associate Professor Rosemary both in numbers and in proportion, due to lower birth rates and Leonard is in the School of Applied increased longevity. In 1972 those aged over 65 made up 9% of the Social and Human Sciences, population but it is predicted that by 2021 they will make up 18% University of Western Sydney. (Australian Bureau of Statistics (ABS), 2000). Similarly the trend to THE JOURNAL OF TOURISM STUDIES Vol. 16, No. 1, MAY ‘05 61 early retirement means that clusters being ‘nostalgics’ who people are out of the workforce travel to renew memories, for longer periods in their later ‘friendlies’ who seek to socialise years. The Families in Later Life and like ready made, safe survey provides a useful overview packages, ‘learners’ who seek of this trend (Wolcott, 1998). For new experiences, adventure, new men aged 55-59, labour force learning, and ‘escapists’ who seek participation is only 72% and it is carefree fun and relaxation. 43% for women. For the 60-64 Pearce (1999) examined the self age group, it has dropped to 45% drive market in particular and and 19% for men and women notes that this form of travel is respectively. ideal for older Australians for ease of access, as a purposeful, Recent research has begun to shared activity providing a address the recreational needs of reflective experience. But even this growing cohort of healthy, within the self drive travel relatively wealthy and active market there are identifiably retirees. Not all retirees wish to different patterns of motivation travel, but many do. Indeed and, therefore, of travel, with senior tourism is likely to become some (in Queensland) more one of the fastest growing focussed on touring and extended segments of that industry. movement, some focussed on However the motivations and nature-oriented activities (e.g., needs of older travellers are national parks) while others likely to differ from those of younger travellers. Furthermore, not all older travellers seek the same experience in travel. Existing studies identify diversity of interests Several studies, both in Australia and motivations in the grey nomad market and in the U.S. have identified key clusters or segments of older travellers based on motivation. Thus, Shoemaker (2000) identifies three distinct clusters or market segments. The first is remain for a longer period around the ‘escape and learn group’ with a chosen destination associated a focus on new experiences, with boating and fishing. relaxation and escape from routine. The second is the The self drive market phenomena ‘retirees group’, being older and has become a huge market, preferring to return to the same particularly in North America destination rather than explore with retirees known as new ones. The third is the ‘active “snowbirds” (McHugh & Mings, storytellers group’ with a focus on 1992; Vincent & De Los Santos, socialising, seeking new ex- 1990). These “snowbirds” are periences, physical activities and seasonal migrants moving from intellectual enrichment. In the snow belt in northern U.S. Australia, a qualitative analysis and Canada to spend the winter identified five different moti- in the southern states, particu- vation patterns among older larly Arizona, Texas and Florida. travellers, being ‘reunion’ While estimates of numbers vary, (pilgrimage to the past), it is probably in the millions. For ‘recuperation’ (rest, peace and example, during the winter of quiet), ‘circulation’ (indulgence, 1993-1994 an estimated 220,000 comfort, pampering), ‘reduction’ retirees moved to Phoenix, (see it before I die), and Arizona, of which one third ‘exploration’ (active involvement) resided in Recreational Vehicle (Environmetrics, 1991). Cleaver, resorts (Mings & McHugh, 1995). Muller, Ruys and Wei (1999) Similarly the Rio Grande valley identified seven clusters of in Texas had some 66,000 motivation among older Recreational Vehicle sites by Australians, with the four largest 1990 (Vincent & De Los Santos, 62 THE JOURNAL OF TOURISM STUDIES Vol. 16, No. 1, MAY ‘05 1990). Clearly this forms a major 76% of respondents in Cairns segment of the post retiree claiming no social contact with recreational market. Snowbirds fellow residents in the park. remain in the designated resort Mings berates the lack of for up to four months. According recreational facilities in to Mings and McHugh (1995) Queensland: there are three qualities that distinguish the lifestyle of these Limited recreational snowbirds. opportunities in their van parks force Queensland The first and undoubtedly most snowbirds to seek recreation distinctive is the very large elsewhere. Another effect of amount of time and attention having relatively few in-park given over to recreational recreation opportunities, is that pursuits (p.59). close personal ties among snow birds are not as easily initiated An enormous range of activities or nurtured (Mings, 1997, are available at these resorts p.176). organised both by resort staff and by the snowbirds themselves. The literature raises a number of They include activites such as interesting questions. What are dances, bible study groups, craft the motivational patterns of the classes, musical groups, sports Australian Grey Nomads? To and sport tournaments, talent what extent can the snowbird nights and so on. Thus the second quality that distinguishes this group is the very high level of social interaction. They are Structured and provided social activities feature highly gregarious, group oriented strongly in the U.S. snowbird market experience people. One study identified that snowbirds in several Pheonix resorts claimed an average of 71 friends among their fellow snowbirds (McHugh & Mings, 1991). The third quality which phenomena be imposed on the distinguishes these snowbirds is Australian self-drive market of the high level of geographic retirees? Are we talking about mobility. This includes the the same phenomena or a significant annual trek from different market segment? This north to south and back. In paper reports the results of a addition, most snowbirds have an qualitative study of Australian additional vehicle for local grey nomad travel motivation. sightseeing trips and excursions (Mings & McHugh, 1995). Method The question then arises as to The study involved an ethno- whether the Australian Grey graphic survey of Grey Nomad Nomads can be identified as a activities by the first author who similar recreational market travelled some 16,000km around segment to the North American Australia in a motor-home over a snowbirds. Mings (1997) in a period of 2.5 months. This trip study of older self drive travellers involved stopping at a variety of in Cairns, North Queensland, camping sites including “free assumes that they are. He camping” rest areas, as well as identified that the Cairns National Parks and commercial “snowbirds” are likely to travel caravan parks. At several known far more than their North and well-frequented stopping American counterparts (323km points there were stays of several per week versus 217km per week) days per place. These included and to develop far fewer targeted stopping points located friendships among fellow in Western Australia, the travellers ( 17 versus 71) with Northern Territory, and THE JOURNAL OF TOURISM STUDIES Vol. 16, No. 1, MAY ‘05 63 Queensland. During this travel all male, were travelling alone. that they found in travelling this the researcher interacted with Roughly one third (34%) came way, the things that turned it other Grey Nomads in the normal from a major urban centre while into a way of life. When probed, course of daily activities and a third (33%) came from a most respondents identified a experienced both the pleasures regional centre and a third (33%) whole range of pleasures: and difficulties faced by most came from a rural area. The travellers. Detailed field notes majority (74%) were travelling A d v e n t u r e : The adventure of were kept during this journey. with a caravan, 7% in a motor- discovering places never seen home, and others were travelling before, of exploring new and In addition, as the opportunity by campervan, reconditioned bus, different aspects of Australia. arose, other travellers who car with trailer, and other There was a sense that the more stopped at the same places were arrangements.
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