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. Two thirds (66%) they travelled the more aware asked to complete a brief had four wheel drive vehicles. In they became of the richness of the questionnaire to identify basic 44% of cases the vehicle was less country, and the diversity of demographic information concer- than 5 years old. landforms. ning the travellers and their employment/financial status. In The average age of questionnaire Crossing Australia (through the the course of completing the respondents was 64.5 (sd 6.3) for middle) was an questionnaire other information males and 61.3 (sd 6.1) for experience….the actual size, that was volunteered by the females. Of males, 21% were the…..desolation. There is no respondent was also recorded on aged 70 or more, as were 9% of one there. We would just pull the written form. The question- females. Almost all respondents off in the evening …and find a naires were anonymous. One were Anglo-Australian (83%) or place where we could camp off questionnaire was used for each UK born Australian (12%), with the dirt road. You are still in vehicle travelling whether that 3% from Northern Europe. All the middle of nowhere. There is comprised a couple, a single had lived for most of their still no one there. Camels are traveller or a group. A total of 216 working lives in Australia. There alongside us, these sort of questionnaires were completed, were virtually no Australian Grey things…make a little fire and and the results entered on an Nomads of any other (non Anglo) you see…just look up and you Excel data base. ethnic background. wouldn’t believe the night sky. Out there it is just In-depth interviewing of key Why become nomads unbelievable… (Male, 68) informants identified through the screening process also occurred as There was no single outstanding Freedom…seeing the greatest the opportunity arose. The reason for becoming a Grey country in the world…There’s interview followed a semi- Nomad expressed by those inter- still a lot of frontiers left. You structured format and obtained viewed. However there was a can go out in the desert, be detailed information concerning consistent pattern of motivation miles from anywhere and you reasons for travelling, health that includes several common can go places with a 4wd that status, employment history and factors. Many of those inter- not too many other people have future plans, as well as infor- viewed indicated that they had been… Yes, adventure, and the mation concerning travellers’ always wanted to travel around people you meet in places like networks, access to information Australia this way but were this. It’s fantastic… (Male, 62) and material resources and unable to when young because of relationships to host com- the pressure of children, Beauty: The pleasure of beautiful munities. Altogether, 26 groups mortgage or career. Now those scenery, particularly that were interviewed (comprising impediments were gone and the discovered away from the main couples or a single informant, or a opportunity was there to revisit tourist centres. Many respon- group). All interviews were tape an old dream. dents talked with wonder of the recorded with the respondents’ beauty of little things, of the permission and transcribed for That is the dream isn’t it? ... apparently barren desert, of the qualitative analysis. I’ve always had the roaming sunsets, of the rich birdlife, of the instinct in me anyway as a kid stars at night. Results (Male, 59) I always felt like a love affair Demographics We always wanted to do it, and with my own country…I never we were too young … kids…so if cease to be amazed at the Responses were received from 215 we don’t do it now we’ll never beautiful places… This is just men and 203 women. Nearly all do it (Female, 61) magic. You feel like you have those interviewed or who filled in died and gone to heaven just a questionnaire were travelling in Respondents found it hard to sitting here and looking out at couples. Seven percent, almost articulate the special pleasures this….just magic. (Female, 64)

64 THE JOURNAL OF TOURISM STUDIES Vol. 16, No. 1, MAY ‘05 That is one of the things that Freedom: The freedom to do what by myself. Last trip was an we loved out at the cattle they want, go where they wish, outside trip but I find this time station, because we had spare the freedom just to be. it’s an inside trip and while time during the day…morning they always have a bit of both, tea, we would take the chairs We don’t travel more than this one I learnt more about me and sit out and look out the 200km a day, because we’ve got than I did on the last one….I’ve back and there would be the time now. You’ve got time always pushed my limits so thousands of budgerigars, or to smell the flowers as they say. that’s another one…. ( F e m a l e , cockatoos. We had the telescope (Female, 52) 69) set up and we would look…birds of prey, take photos…It was just We just like the freedom of Social networks ma g i c … (Female, 56) being out here (Female, 60) The closest people in the grey Just seeing Australia, like just Of the 109 comments on the nomads’ social networks were seeing the sun go down on those questionnaires about why people their travelling companions. The rocks…Look at that colour. had chosen to become Grey vast majority travelled with their Isn’t it beautiful (Couple, both Nomads, 32 were about freedom. spouse (93%). In one case there 63) While some talked about the was an extra person in the freedom to go at your own pace, to vehicle. Thirteen men and one L e a r n i n g : Learning about the be independent and to make your woman were travelling alone. history of various towns, as well own choices others contrasted Although we know of grey as the geophysical forms, and the their current freedom with the nomads travelling with friends in wildlife that they came across. life they had left. They said that the same vehicle, this appears to “life’s too organised” “too bureau- be very rare. However there were I paint as I travel, learning cratic” and they “do not want to a number of groups where two or about the culture, the history, be marshalled.” Comments about more vehicles travelled together. the geography, the animals the the importance of freedom were These could be extended family or birds, I’ve taken hundreds and made in other contexts too, for friends they had acquired along hundreds of photos of different example, in their plans for the the way. These grouping could be birds of which I do future or the importance of for just a few days or for long paintings…some are in learning. “It’s more interesting periods such as the single man galleries….(Male, 69) this way because you want to who had teamed up with a couple learn. You’re not being forced.” for the past two years. We started fossicking. We’d never seen how to do it with the As is illustrated by the quotes However, the one thing that gemstones …before. The next above, there is a sense of wonder almost all Grey Nomads point to thing you know I’ve got stones and discovery for most of the as the most positive part of the (from) all over the places (Male, Grey Nomads. There is wonder experience is meeting other 65) at the vastness and diversity and people. Some of these new beauty of the country, but also a acquaintances became life long Another thing to learn….every wonder that there is actually so friends. town starts with gold. It is the much to see and learn in places history of so many towns… It’s that seemed so empty. The longer Coronation beach we started off your own history. If you live in they travel, the slower they move, with just a couple of drinks suburbia, whether Sydney or the more they notice and with six of us, it ended up with Melbourne, you haven’t got a appreciate. There is a paradox in 34…..because every couple was clue what the Gulf of this pattern. At one level it is telling a joke and it just got Carpentaria even might look about moving more slowly, funnier and funnier and it was like, or the type of people that relaxing, taking it easy. But at a brilliant (Couple, 59, 60) might live there. (Male, 68) deeper level it is about an intensification of the senses and Once you camp somewhere and We never knew some of those an expansion of awareness of the you get to know your neighbour things existed there. We went country as a whole. It is not about and you really talk to them. out around the national park at a restriction of the life-space but We’ve kept in contact with a few Winton (Queensland). rather about an expansion of it. of them…from all walks of life. Unbelievable to find water It is about personal development (Female, 52) holes where they are. You in a new form. One woman wouldn’t think. Just desert, travelling alone in a combi van We have quite a strong network nothing there and then all of a perhaps put the matter most of friends and we are moving sudden you come across a water succinctly: around, and every few days we hole…beautiful places. (Male, either have an email or a phone 65) I’m learning. I’m learning a lot call from them, and they say we

THE JOURNAL OF TOURISM STUDIES Vol. 16, No. 1, MAY ‘05 65 are heading to such and such ahead to areas later visited if we can avoid them…we like and when do you think you will several hundred kilometres away. the free open approach. We be there and they tell us what find we meet different types of has happened. (Male, 69) Bush camping, caravan parks people- more free spirits I think or motels and the companionship you Travellers help each other out find in these places and constantly. This camaraderie This is a hot issue for many Grey particularly the interesting changes many situations from Nomads. The vast majority prefer information that you find about one of fear and risk, to one of to do at least some bush camping. what people have previously adventure. While travelling along The least preferred option is to seen and what you’re about to the highway, it is compulsory to stay in a motel or organised see for yourself. (Male 70) wave to all oncoming caravans/ resort. When asked ‘if you could motor-homes. If anyone stops at afford it, would you prefer to stay The majority of respondents like the side of the road it is inevitable at an organised resort?’ 210 re- a mixture of bush camping and that others will stop to see if they spondents (97%) said no, usually caravan parks: need help: with several expletives thrown in: Yes, off the beaten track…we There’s always people going The people we have met are prefer to stay in the bush (we past. You can give them a enjoying doing exactly what are country people at heart). message. Actually I helped a they are doing. They don’t And there is an economic man the other day. I just want to be regimented. They advantage as well. We don’t turned the caravan around, put don’t want to be organised. actively seek out others, but if the jumper leads across and we They want to be able to come we can and it’s getting three or started him up. (Male, 63) and go… (Female, 63) four o’clock in the afternoon, we start looking for somewhere we That day I blew the tyre going Nooo! Definitely not! No way. can hide…but it is very nice to up to Gregory River. I had to You’re so free. It’s just a have the modcons now and go off into the dirt and … took relaxing life style. You go then. (Couple, both 64) me two and a half hours to where you want to go… (Male, change the tyre. But there was 65) However some couples preferred two blokes pulled up in to stay at caravan parks, both for caravans on the other side of We went the other day over to the convenience and for security: the road. And they said “are [organised resort] and I you right?” And I said “yeah thought it was the most obscene No, rarely [go bush camping]. I’ll be right, I just take my time” place I had ever seen…all It’s only a security thing. Some and they would not leave until artificial. It’s high push, high of the places around Australia we were ready…..(Male, 61) sell… There is no way we could unfortunately are not very see and do what we do if we safe…. You can’t unhook and It is largely through these were going on organised leave your van if you are in the traveller networks that word of holidays, staying at resorts. bush. (Couple, 69, 66) mouth information is passed on. (Couple, 61, 58) For example, this is the best Some people find caravan parks source of information concerning Of those interviewed, eight very welcoming, while others the best places to stay, and in groups were at bush camps when regard them as rapacious particular the location of good interviewed, including three at a opportunists. The more positive free camping places, often not National Park. A further three attitudes recognise the advertised in any way whatso- were staying at designated areas importance of Grey Nomads for ever. From the questionnaire that were not caravan parks. caravan parks viability: response it appears that 45% of Free camping areas generally people learned about their have no facilities except perhaps I was speaking to people who current camp from other a bush toilet. For example, in one own caravan parks. They travellers, 49% learned from popular stopping spot by the depend upon them in the off brochures or private maps, while Mary River in the Kimberley, season to exist, because the only 11% learned of it through an there are usually 20 or 30 Grey Nomads are probably 90% information centre (allowing for vehicles each night. Gregory of their income. With the result, multiple information sources). Downs in North West Queensland you are pretty welcome Certainly our own information is another example. In this wherever you go. (Male, 69) while travelling, and certainly the situation, everyone depends on most enjoyable stays were each other for information and On the other hand one learned from other travellers. On social engagement: respondent reported a conflict several occasions, word of the with a caravan park owner who research project had passed We don’t do the caravan parks accused bush campers of being

66 THE JOURNAL OF TOURISM STUDIES Vol. 16, No. 1, MAY ‘05 “free loaders”. This Grey Nomad Shoemaker’s (2000) ‘escape and interview many retirees who did not let the moment pass. He learn group’ or Cleaver et al.’ s preferred a seasonal migration pointed out that they paid for (1999) ‘learners cluster’. pattern to a more nomadic their rigs, fuel and food and that pattern. There is some indirect those on pensions would be on However, unlike other market evidence that a seasonal those pensions at home. Then he segmentations identified, these migration pattern does exist for went on the offensive: Grey Nomads were also many older Australians, mostly motivated to actively avoid being involving annual winter travel Alright, you tell us what town “organised”. This may reflect an from the south to the north, along you are from. And we will Australian/North American well established coastal routes contact the businesses in your cultural difference. Certainly (Pearce, 1999). In contrast the town and tell them that we there is an Australian resistance Grey Nomads tend to avoid won’t be coming to your town to being organised and managed. coastal areas as being “too because of you and your For many Grey Nomads, part of commercial” and to prefer instead attitude. (Couple, 52,51) the motivation to retire, and long stays in more isolated especially to retire early, was the outback locations, though with This kind of debate appears to desire to escape unpalatable some visits to coastal areas that have been raging right around bureaucratic regimes in their are less populated. Australia, with many stories of work life. The sense of freedom free camping places closing (in and adventure dominated the While it was beyond the scope of Western Australia, Northern motivation of the great majority this study, the results are none Territory and Queensland) only of Grey Nomads interviewed. the less suggestive of an attempt later to be reopened as the Grey This stands in stark contrast with by Grey Nomads to escape the Nomads flexed their collective the organised regime of North homogenised and industry muscle. American resorts as described by controlled “McDonaldization” of Mings and McHugh (1995) and retirement options (Ritzer, 2004). Places like Queensland which which most interviewees reacted It would appear that grey have closed 33% of the free to with horror. nomads, unlike the North sites… We know at least one American snowbirds, are little town, G-where within 6 There also appear to be different motivated at least in part by a weeks of them closing the town forms of sociability between desire to escape the bureaucratic almost went broke. And they American and Australian control of their previous were the first one to be re- travellers. Australian Grey employment as well as their opened because it affected them Nomads did in fact form very consumption driven, commer- that much. (Male, 57) complex and long lasting cialised and homogenised former networks of friends during the lifestyle. This is not to say that When we were there [WA in travelling experience but they did Grey Nomads have ceased to be 1998] they stopped all free not necessarily get to know many consumers. Indeed they are camping within 50K of a others within a single van park or creating new markets, not least caravan park. We even got an resort. In fact most significant for recreational vehicles and eviction notice.. (Female, 60) friendships appeared to form appropriate places to stay. Our among those met on the road, preliminary results suggest that Discussion away from van parks, and those the Grey Nomads have a travelling some of the same significant impact on many The Grey Nomads interviewed in routes. outback local economies. this study appear to be quite However the terms are different. different from the North It would appear from this Grey Nomads are resisting their American snowbirds despite analysis of the Australian Grey commodification as aged superficial similarities. In Nomad that they represent a very travellers. Above all else they particular, those interviewed different phenomena from the want the freedom to do their own seldom stayed for more than a North American “snowbird”, thing. Perhaps this reflects on week in the same place, and despite the superficial similarities the traditional Australian icon of tended to avoid tourist resort of age and mode of travel. The the self reliant bushman. areas on the coast. They were activities of the Australian grey motivated by a complex set of nomads do not conform at all to motivations which included a the lifestyle description of the desire for freedom and adventure, snowbirds (Mings & McHugh, a reaching out for new experi- 1995). However some of the ences and learning, including apparent differences may be meeting new people. In this, they explained in terms of market partially reflect market segments segment theory. The present identified elsewhere, such as study did identify but did not

THE JOURNAL OF TOURISM STUDIES Vol. 16, No. 1, MAY ‘05 67 References Australian Bureau of Statistics (ABS) (2000). Older People, NSW. Cat 4108.1. Canberra: Australian Bureau of Statistics. Carter, P. (2002). Domestic caravanning and camping: Results from the 2000 National Visitor Survey. Tourism Research Report, 4(2), 1-27. Cleaver, M., Muller, T., Ruys, H., & Wei, S. (1999). Tourism product development for the senior market, based on travel-motive research. Tourism Recreation Research, 24(1), 5-11. Environmetrics (1991). Needs and expectations of tourists aged over 55 years. Sydney: NSW Tourism Commission. McHugh, K., & Mings, R. (1991). On the road again: Seasonal migration in a sunbelt metropolis. Urban Geography, 12(1), 1- 18. McHugh, K., & Mings, R. (1992). Canadian Snowbirds in Arizona. Journal of Applied Recreational Research, 17(3), 255-277. Mings, R. (1997). Tracking “Snowbirds” in Australia: Winter sun seekers in far north Queensland. Australian Geographical Studies, 35(2), 168-182. Mings, R., & McHugh, K. (1995). Wintering in American Sunbelt: Linking place and behaviour. The Journal of Tourism Studies, 6(2), 56-61. Pearce, P. (1999). Touring for pleasure: Studies of the self-drive travel market. Tourism Recreation Research, 24(1), 35-42. Ritzer, G. (2004). The McDonaldization of society (4th ed.). Thousand Oaks, California: Sage. Shoemaker, S. (2000). Segmenting the mature market: 10 years later. Journal of Travel Research, 39, 11-26. Vincent, V., & De Los Santos, G. (1990). Winter Texans: Two segments of the senior travel market. Journal of Travel Research, Summer, 9-12. Wolcott, I. (1998). Families in later life: Dimensions of retirement. Australian Institute of Family Studies, Working Paper No. 14. [On-line] Available: http://www.aifs.gov.au/institute/pubs/wolcott1.html

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