If you still think “digital nomad” means a 25-year-old with a backpack and a GoPro, it’s time to update your assumptions, and your marketing.
There’s a new wave of travelers on the move: successful professionals over 50, blending work, exploration, and extended stays in beautiful destinations. They’re not escaping their lives — they’re enhancing them. And they’re doing it with intention.
They’re staying longer. Spending more. And looking for more than just a place to sleep.
Because we are officially in an age where running a business effectively and efficiently can be done from anywhere in the world, more business owners, particularly those in a more seasoned, discerning demographic, are embracing the opportunity.
They’re not chasing passport stamps — they’re curating a lifestyle. These travelers value environments that support their ambition while indulging their desire for comfort, culture, and connection. They stay longer, invest more, and choose destinations that feel both enriching and restorative.
Their success, however, does depend on the reliability and comfort of a few things:
- Fast, reliable Wi-Fi
- Quiet, comfortable environments to work from
- Community connections (think local dinners, cultural events, guided excursions)
- A personal touch that feels like home — not a hotel lobby
- Thoughtful amenities that anticipate needs (high-quality linens, ergonomic furniture, curated welcome touches)
- Flexible services that support a non-traditional schedule (flexible, self check-in/out, concierge-level support, on-demand dining)
- Access to wellness (gyms, walking paths, spa services, or wellness practitioners)
- Space for inspiration — scenic surroundings, beautiful design, or calming environments that spark creativity
- Security and ease of access, especially in extended-stay or global city settings
What this means for your business:
There’s an abundance of opportunity to leverage what you currently offer or have been thinking about adding to capture this growing and affluent market.
If you’re offering accommodations, experiences, or hospitality services, you don’t need to rebrand as a co-working retreat. But you do need to speak directly to this market:
- Consider packaging longer stays with exclusive perks
- Create mid-week cultural experiences for those not traveling on a typical tourist schedule
- Partner with local professionals to offer insider access or social mixers
- Offer curated, turnkey itineraries that blend work and leisure — giving guests the joy of discovery without the burden of planning
- Highlight amenities that support extended stays, like in-room coffee rituals, functional workspaces, laundry service, or kitchenettes with elevated design
- Introduce loyalty incentives for return visits or extended stays, especially for travelers who split time between destinations
- Elevate your digital presence with storytelling that speaks to this lifestyle — highlight ease, elegance, and emotional connection, not just location
- Integrate wellness and restoration into your brand language — think “where productivity meets peace”
This demographic and what they desire isn’t a trend, it’s a profound shift in how people think about working and living. And it’s a profitable one.
👉 Want help brainstorming ways to attract this market through your listing in The Hotel Guide?
Book a 15-minute strategy call with me here.
Written by: Jane Garee, Vice-President of Sales, The Hotel Guide
