FN ISI Export Format VR 1.0 PT J TI Marketing and Sales to Senior Customers AF Caprez, Pia AU Caprez, P AB In 25 years time, 32% of the whole Swiss population will be above 65 years old. This is a rise of 50%. However, demographic changes are greatly affecting the tourism and hospitality industry and force an adaptation of the tourism infrastructure. In order to remain successful, the 4-star hotel Cucagna in Disentis must reconstruct its infrastructure as well as its product offerings. My diploma thesis is made up of four main parts. The first chapter introduces the demographic changes of the Swiss population. Moreover, I analysed the values, needs, lifestyles as well as the purchasing and buying behaviours of the senior customers. In a second step I defined the actual situation of the hotel Cucagna and its all-inclusive offerings. According to my focus group interviews and a SWOT analysis, I created potential product and service improvements. In the third chapter, I focused on the senior marketing which is a new and quite unexplored field. Furthermore, I outlined the possibilities for the hotel Cucagna to reach the senior segment. Finally, in the last chapter, I evaluated the different communication channels and defined the best and most effective ones. To conclude, I draw some conclusions and findings for the hotel Cucagna. ER