"Once-in-a-Lifetime" Africa and South America Trips, Leisure, and Fashion... Retailers Target Generation A

Strengthening Customized Products Targeting Affluent Consumers in Their 50s and 60s
Package Tours Priced from 10 Million to 20 Million KRW
Hosting Park Golf Tournaments Popular Among Middle-Aged and Older Adults
Focusing on Personal Tastes and Unique Experiences

The retail industry is focusing on creating customized products targeting active seniors who have both time and financial flexibility. There is a growing trend of strengthening travel, leisure, and fashion products for the so-called 'Generation A'?middle-aged and older adults with high economic and educational status?who enjoy unique experiences and hobbies regardless of price.

Amboseli National Park, Kenya, Africa (Getty Images). Provided by Lotte Homeshopping.

Home shopping companies, whose main consumer base is those in their 50s and 60s, are actively boosting this sector. According to industry sources on July 5, Lotte Homeshopping will launch its first-ever Africa business class package starting July 6, combining round-trip business class seats and premium services with unique travel experiences such as safari tours and helicopter sightseeing. This package was designed under the concept of a 'tailored luxury trip,' reflecting the premium long-haul travel preferences of the 50s and 60s demographic. It was developed in partnership with Chamjoheun Tour to discover 'once-in-a-lifetime unique travel destinations' and offer customers new value.

The itinerary covers major attractions in Africa, including South Africa and Kenya, over 13 days, and operates in small groups of 16 or fewer. The package includes five safari tours in Africa's four major national parks, such as Serengeti and Amboseli, as well as differentiated activities like a Victoria Falls helicopter tour, a Zambezi River sunset cruise, and luxury lodge accommodations in nature. Premium benefits such as round-trip business class airfare and travel insurance coverage of up to 300 million KRW are also provided. The price is in the 16 million KRW range. On July 13, a new Africa travel package will also be introduced in partnership with Hana Tour.

As a result of Lotte Homeshopping expanding its long-haul travel product lineup for Europe, the Americas, and other destinations by more than 50% annually over the past three years since 2022, long-haul travel orders accounted for more than half of all travel product orders last year. The Arctic cruise travel package, launched for the first time in the industry this year, saw customers aged 60 and above account for over 40% of orders. A representative from Lotte Homeshopping stated, "We plan to continuously expand our lineup of premium travel products, focusing on unique destinations such as Iceland and South America."

Previously, Hyundai Home Shopping also offered a limited sale in May of a South America package tour by Lotte Tour Development, which covers Brazil, Argentina, Bolivia, and Peru over 18 days and 14 nights. The package was priced between 27.9 million and 29.9 million KRW, approaching 30 million KRW. This is the highest-priced package tour ever sold by Hyundai Home Shopping. A representative from Hyundai Home Shopping explained, "Traveling to South America requires long-distance travel and involves many high-altitude areas, so the physical and financial burdens are significant. However, we decided to introduce the product because it aligns with the needs of the active and adventurous Generation A." Last year, sales of travel products for customers in their 50s and 60s at Hyundai Home Shopping increased by 30% compared to the previous year, and sales of premium products priced over 10 million KRW grew by 57%.

Participants are competing in skills at the Park Golf Tournament held by Hyundai Home Shopping last month in Jeju. Photo by Hyundai Home Shopping

Hyundai Home Shopping also became the first in the retail industry to host a park golf tournament in Jeju Island last month, a leisure sport favored by Generation A. The company estimates that the event, which attracted about 3,500 people including 1,200 participants and spectators, generated approximately 1.2 billion KRW in local economic revitalization. In May, Hyundai Home Shopping ended its dedicated 'Young Senior Trend Team' and decided that all departments would now be involved in planning products targeting the 50s and 60s demographic.

Additionally, Fashion Group Hyungji has established the 'New Senior Research Institute' to conduct research on the fashion and lifestyle preferences of consumers in this age group, as well as retraining programs and customized platform research. Last month, the company distributed a guidebook to its major women's clothing brands, offering suggestions for 'down-aging looks' and summer styling tips that reflect the interests and preferred styles of new seniors.

An industry insider commented, "Generation A consumers have a clear tendency to prioritize personal taste and satisfaction over price. They still have strong purchasing power and loyalty in the offline market, making their influence significant."