Abstract
There is an increasing number of senior citizens in western Europe who are both time rich and income rich. They are using this increased leisure time for travel and holidays. Despite their possible need for a more personal service when on holiday, they do not wish to be pigeon-holed as 'elderly' or 'old'. Tourism authorities in the Netherlands would do well to target this niche market as senior tourists tend to spend more when on holiday and they tend to holiday more often than other tourists. (A)