FN ISI Export Format VR 1.0 PT J TI The Marketing of Senior Tourism AF Bauer, Verena AU Bauer, V AB The study applies the AIO (Activities, Interests, and Opinions) segmentation model for senior travelers. The demographic change is omnipresent in many parts of the world and entails an increasing proportion of elderly persons among the population, which are characterized by better health, rising life expectancy, wealth and the eagerness to travel. Due to these reasons, the travel and leisure industry is constrained to increasingly focus on the mature market. The study confirmed the validity of the AIO segmentation model with the help of 35 VALSTM lifestyle statements, leading to a three-cluster solution. Applying the segmentation result to the travel characteristics defined in the consumer decision making process, the clusters can be described in a differentiated way. Various sociodemographic characteristics, the health condition as well as certain travel behavior issues were recognized as being influencing factors for the travel choices of senior travelers. ER