Madam Jenny Chua is no longer content with just heading across the Causeway to visit Malacca or Genting Highlands. While she and her husband still head to these places on long weekend breaks, they, like a growing number of older Singaporeans, are heading to far-flung places too.

The 55-year-old civil servant is currently making her merry way through Europe. Her $10,000 tour package is taking the couple to countries like France, Italy, Holland and Poland over a span of 14 days.

'I work so hard so I must reward myself. The price is worth it because it's family time together,' says Madam Chua, who heads to destinations like Europe or North America with her husband twice a year.

Her lifestyle choice reflects that of a new generation of mature travellers. According to the Singapore Department of Statistics' (SingStat) General Household Survey 2005, 91,494 Singapore residents aged above 65 took at least one overseas trip lasting more than 24 hours in 2004.

And as the country's population of 4.4 million ages, the silver-dollar market - consumers above the age of 65 - can grow only bigger.

The Government recently set up a committee to be led by Mr Philip Yeo, who now chairs Spring Singapore, to create more awareness of this market, with travel as one very viable component.

While Singaporeans are avid travellers - latest figures by SingStat showed that nearly 5.2 million overseas trips were logged by Singapore residents in 2005 - most major travel agencies here have yet to create tours catering exclusively to the older crowd.

However, they do accept that this market segment is a goldmine to be tapped. Says MsFern Sim, marketing communications manager of Dynasty Travel: 'The silver-dollar market is a growing one. Today, many of our elderly people are modern in their thinking and focused on the quality of life.

'They no longer feel the urge to save all their money for their children but are willing to spend for their own enjoyment,' she notes, adding that such a trend will continue especially if the economy is stable.

Industry sources say the top spots for these silver-haired holiday-makers are Asian countries like Taiwan, Japan, South Korea and China, with at least 50 per cent of China-bound bookings taken up by senior citizens.

Ms Sim explains: 'They tend to feel that it's easier for them to adapt to the food and culture of Asian countries.'

In response to growing demand, Dynasty launched several elderly-friendly tour packages to China and South Korea earlier this year. The itineraries are similar to the ones the firm already offers, but have more time allocated for rest stops and toilet breaks. Also, special meals are provided for health-conscious senior citizens.

Other companies like Commonwealth Travel Services Corporation (CTC) and Chan Brothers Travel as well as cruise operator Star Cruises have also seen it fit for the bottomline to address the needs of mature travellers.

CTC introduced family-friendly tours four years ago and gives special discounts of between $50 and $100 for senior citizens travelling with their families.

Beijing was the focus of its first children- and elderly-friendly tour package in 2003.

Its advertising and promotions manager Lee Cheun Kiat says: 'The itineraries of such packages should not be too packed to allow the elderly to take their time.'

CTC currently has five such packages and at least 80 per cent of the seats are filled each time. One example is the eight-day Yunnan tour, which costs from $498.

Chan Brothers offers discounts based on the mature traveller's age and gifts for senior citizens during promotional periods, such as essence of chicken at last month's Natas fair.

Star Cruises vessels will begin sailing to Taiwan and Japan in June from here to capture the segment of elderly travellers who demand entertainment, culture and cuisine with their high-seas getaways.

The six-day fly-cruise package will include stops in Keelung in northern Taiwan and Ishigaki in southern Japan and allow passengers to visit the cities there and sample local food and culture.

Mature travellers are also not immune to the celeb factor, with one firm - Five Stars Tours - tying up with MediaCorp radio station Capital 95.8FM, which targets mature Mandarin-speaking listeners.

Five Stars has been organising large-scale tours to Asian destinations led by the station's DJs since 2003. This June, a 300-strong group will depart for Mongolia, with 95.8's Zeng Sheng Lian playing tour guide. More than 100 places have already been snapped up, with 80 per cent of these going to senior citizens.

Off the beaten track

APART from travel agencies, other players in the industry here are still greenhorns in targeting older travellers who have the time and money to indulge.

Many major airlines and hotels, for example, do not offer special fares for this demographic, except during limited promotion periods.

Airlines like Singapore Airlines, British Airways and Emirates do not offer special rates. Even those that do, tag on certain restrictions.

For example, United Airlines runs a programme, Silver Wings Plus, to reward senior citizens above 55 with extra miles and discounts but it is applicable only to American and Canadian citizens. Cathay Pacific also offered a promotional fare last year to travellers above 60 as part of its Singapore office's 60th anniversary celebrations.

While Mr Yeo's chairing of the committee to spotlight the silver-dollar market should turn things around, new and existing travel players will do well to keep track of changing trends and preferences.

As it is, industry sources say elderly travellers are increasingly venturing off the beaten path - to exotic locales like Morocco, South Africa and Egypt.

Hotspot: China is a hot favourite with senior travellers. Industry sources say at least 50 percent of China-bound bookings are taken up by senior citizens. Their other top destinations include Taiwan, Japan and South Korea.

Chan Brothers' marketing communications executive Jane Chang says: 'New destinations pop up every day with the discovery of new locations, construction of new attractions and accessibility of flights.'

Also, the more well-off and educated elderly are more likely to skip generic package tours for, say, luxurious cruises or free-and-easy trips.

Says Singapore Ladies Golf Association president Jeanette Sim, 76: 'I never liked package tours. They make you wake up at five in the morning and you spend half the day travelling.'

She travels at least two to three times a year either with friends or family and usually heads for destinations where she can play golf, like China or Australia.

Mr David Teo, managing director of travel company Fascinating Holidays which specialises in free-and-easy trips for affluent travellers, says: 'For them, life is leisure. Many are now opting for longer trips, staying in private villas or enjoying spa or golf holidays.'

He estimates his business, with an annual revenue of $10 million now, has grown 50 per cent in the last five years.

He reveals that mature travellers now prefer to head to exotic islands like Tahiti to relax in private beach villas.

Several hotels like The Sentosa and Four Seasons Hotel Singapore are among those that have cashed in on this trend.

While the former is incorporating traditional Chinese medicine into their therapy treatments and offering anti-ageing consultations at the hotel's wellness centre, the latter works with several international cruise operators which are actively courting mature travellers and retirees.

The Sentosa's public relations manager Renee Lim sums it up: 'This market will grow in the future as we are all growing older and living longer. At present, they have the disposable income and are spending it increasingly on travel.'

Even the folks at residents' committees and community centres (CCs) who have long organised trips overseas for older Singaporeans are changing tack.

While one-day festive shopping tours to Johor Baru and short trips to Malaysia are still popular, People's Association's corporate communications officer Lynn Tan points out that the trend now is to also offer things that go beyond the ordinary.

Take Toa Payoh East CC. It organised two tours to Malaysia last year and now plans to arrange one to southern China in August.

It also hopes to take residents to southern Thailand when the political climate there stabilises.

Mr Lee Beng Sun, 71, chairman of the CC's senior executive committee, explains: 'We need to educate our senior citizens to show them the history as well as the attractions of our neighbouring countries.'

Special care for the elderly

Loyal following: Ms Heah (left) and Ms Xu say the elderly tend to be repeat customers if they are well taken care of on their first trip.

TOUR officers Grace Xu and Heah Seok Kiang have garnered a fan following in their five years of leading tours.

But their fans are no screaming teenagers begging for autographs. Instead, they are aged between 50 and 80 and reward the duo with souvenirs and small gifts.

Ms Xu and Ms Heah, who have worked with Commonwealth Travel Services Corporation since 2001 and 2004 respectively, each lead six to eight tours to China a year. They estimate that 60 to 70 per cent of their tour groups are senior citizens, with each group ranging between 20 and 90 people.

Ms Heah, 27, says: 'Sometimes, customers join my tours three or four times over one or two years, or they'll ask me to tell them when I lead tours to a new place.'

Ms Xu, 31, observes that 'the elderly tourists are very loyal. If they feel you took care of them on a trip, they'll come back to book tours with you'.

Taking care of them is an important responsibility.

Ms Heah says: 'Safety is most important. I'm always at the back, reminding them to be careful, especially at scenic spots or when we have to climb mountain steps.'

The palates of elderly tourists are also more delicate and some may have health restrictions.

Ms Xu says: 'The food in China tastes different from here and many of the older travellers find it either too oily, salty or spicy. I'll usually ask the restaurants we go to or the local guide to get us food that is more bland.'

Indeed, tour guides turn into multi-tasking, mothering hens when they lead a troop composed mainly of senior citizens.

Ms Mary Teo, 38, a tour manager at Dynasty Travel, reveals that she has to ensure their comfort during long bus journeys and remind them to wrap up and moisturise more in colder climates.

'If they sit too long in the bus, it's bad for their joints. We have to make sure there are enough 15-minute breaks and toilet stops for them.'

But she adds that a big advantage of leading such groups is that the participants are always punctual.

'When you tell them what time to meet, they'll be there on the dot as they wake up very early.'

She has also learnt a lot from them. 'They're very warm and understanding. For example, sometimes the younger travellers are late but the older ones are very accommodating and don't kick up a fuss.'

Another tour guide, MrChong Hwee Min, 35, points out that elderly travellers are often hardier than the younger ones.

The assistant tour manager of Dynasty Travel recalls a trip to eastern Europe in 2003.

'The oldest traveller was 87 and she went with her daughter and friends. We walked through many old towns, churches and palaces during the 13-day trip, and she did it all. We'd give her a helping hand only when she had to climb steep steps.'