In the contemporary world, the population of older individuals is on the rise, bringing about a transformation in the profile of “silver” tourists. These individuals lead active lifestyles, with many still engaged in work, possessing a relatively high level of savings, and demonstrating a willingness to allocate those funds towards travel. The “silver” age tourism segment is experiencing annual growth, underscoring the importance of meticulously studying the requirements, preferences, and limitations of this demographic. Elderly travellers express a keen interest in fostering relationships with travel companies, emphasizing the need to pay attention to this expanding segment by crafting travel products tailored to their needs and leveraging pertinent communication channels. This article elucidates the distinctive features of “silver” age tourism, delving into the needs of these travellers and their preferred communication channels for relationship-building. The study encompasses a market overview spanning European countries, the USA, Asia, and Russia. The conducted survey and cluster analysis revealed the heterogeneity within the “silver” age tourist group, necessitating a meticulous approach in the formulation of marketing strategies by travel companies.