As the experts in hospitality trends, CCL Hospitality Group uses industry insights and audience analysis to arm senior living communities with the know-how and capabilities to meet the evolving needs and tastes of baby boomers.
The senior care and services industry has long been geared toward clientele seeking a comfortable and stable residence post-retirement or needing assistive care that is not obtainable in a private home setting. The notion that retirees desire to rest, eat early dinners that satisfy their preference for comfort foods and participate in activities that accommodate a more sedentary lifestyle was once the norm; after all, the very definition of to retire is to withdraw.
However, the expectations of senior living accommodations are shifting as the baby boomer generation is the now primary target demographic for continuing care retirement communities. The rule books of the past no longer apply. The discerning baby boomer generation is changing the game and setting the bar high for a more active and elevated adult living experience.
With the natural progression to focus on the next generation of retirees seeking services, and baby boomers being the largest demographic segment that fits the target consumer criteria, this group of individuals is now the primary audience for active adult and senior living communities. Industry experts and thought leaders alike are shifting their position and having new conversations about how to best resonate with this generation. Such evolution requires understanding the characteristics and desires of baby boomers to deliver the most impactful senior living options and amenities.
Some of the most common characteristics of this generation have been shown to include:
Baby boomers are unique compared to preceding generations as they’ve experienced a more stable economy, social rights movements, and many technological advancements. Baby boomers are also often known as advocates for change, challenging social norms, and are more adaptable to their surroundings, poised to remove perceived notions and stigmas related to conventional aging lifestyle choices.
With improved health and longer life expectancies, retirement is looking quite different for this generation. Many are opting to work longer to help ensure a more financially stable future or looking to explore more entrepreneurial opportunities that relate to their personal interests. They also seek a more active, fulfilling and social lifestyle, prioritizing wellness initiatives and more personalized experiences.
When choosing a senior living option, baby boomers have choices, including independent living, assisted living, and continuing care communities. They evaluate each to determine which best fits their needs and lifestyle desires. Some key considerations include:
Our team of experts work closely with partner communities to identify areas for improvement and implement innovative solutions that enhance the guest experience. We leverage our expertise in marketing analytics and strategic branding to help communities create an environment that appeals to baby boomers’ evolving tastes and expectations. Whether a community is looking to attract new residents, retain current ones, or improve its overall reputation, we provide tailored services to help senior care communities achieve their goals and amplify long-term success.