Just You launches travel trade solo experience

Just You launches travel trade solo experience

Friday, 21 October 2016 14:00

Just You h...

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Oceania Cruises reduces single supplement fares

Oceania Cruises reduces single supplemen…

Tuesday, 18 October 2016 14:02

Oceania Cruises has launched a reduced single supplement promotion for solo travellers, with guests offered single supplements fares from 25% on seven itineraries, booked before December 31.

Mall of America welcomes arrival of MythBusters

Mall of America welcomes arrival of Myth…

Tuesday, 18 October 2016 14:00

Running throughout autumn until January 15, 2017, visitors can ignite their curiosity and discover whether they can really huff and puff to blow a house down; if running in the...

Emirates to launch new daily service to Fort Lauderdale

Emirates to launch new daily service to …

Monday, 17 October 2016 11:00

Emirates has announced that it will launch a daily service between Dubai and Fort Lauderdale-Hollywood International Airport, on December 15, serving the South Florida area, including Fort Lauderdale, Miami and...

New tours in UK & Europe from Back-Roads Touring

New tours in UK & Europe from Back-R…

Monday, 17 October 2016 08:42

Small group tour specialist Back-Roads Touring has launched its summer 2017 brochure to reveal a unique line up of new itineraries in Switzerland, Scandinavia, the Baltics, France, Iberia and Russia.

Star studded cruise line up from CMV in 2017

Star studded cruise line up from CMV in …

Friday, 14 October 2016 10:16

Cruise & Maritime Voyages has announced five star-studded cruises for 2017 following the arrival of its new main brochure.

Non-stop flights to Manchester from SIA

Non-stop flights to Manchester from SIA

Friday, 14 October 2016 10:11

Singapore Airlines will fly non-stop between Singapore and Manchester from October 30 as part of its northern winter schedule.

We are continuing to see a new trend emerging in the travel market; the surfacing of a group who have been brought up to wait until they could afford the good things in life, and who by consequence are now having some of the most exciting experiences of their lives.  

The over 50s are the becoming the ‘experience collectors’ of our society; those who wouldn’t have dreamt of going overdrawn or using credit to buy a holiday in their youth, so have waited until they can live out their travel dreams in true style.                 


The key with this age group is the fact that they can have experiences on their own terms. Generally speaking, the over 50s enjoy a greater financial freedom which comes from years of hard work and savings and a physical freedom as a result of the kids leaving home and the onset of retirement.  With these restraints removed, now is the time for these consumers to be active, to live out the experiences they’ve been dreaming of for years, and best of all, to do this with fewer financial restrictions.


This group has a very different motivation for travel than that of their younger counterparts. In their pursuit of experience, the over 50s expect a holiday that will enrich their lives and provide a lasting memory, rather than a few weeks of respite from a busy and stressful lifestyle. These consumers are not likely to have had gap years as teenagers, so are fitting the long haul trips and voyages of discovery into their later lives instead. The difference being of course that the hostels and backpacks have been swapped for starred hotels and wheeled luggage.


However, a desire for a longer, more fulfilling journey shouldn’t mean that the over 50s are mistaken as thrillseekers. These trips are less about bungee jumping and extreme experiences, and more about soft adventure, e.g a cruise or a themed holiday. The fact that these travellers know who they are and what they want in life also translates into their holiday plans; it’s common for this age group to choose trips which incorporate an interest, such as walking, cooking, photography or wine tasting. Consequently, more and more travel firms are branching into the over 50s market to offer specialist breaks to exotic locations, offering themed excursions, educational tours and lecture experiences.   


It’s also important to remember the attitudinal differences between younger and older travellers. The over 50s will compromise less on service than younger people, and seek more controlled environments. They can be set in their ways, and their financial status often means that they can afford the luxuries of comfort and certainty, leaving the ‘we’ll see what happens’ attitude to the younger market. This manifests itself in many holiday features, from transport options (taxi rather than a bus) to sightseeing preferences (organised tours rather than ad hoc adventures).


As the general population gets undeniably older, brands need to diversify their offerings to tap into this lucrative market. Marketing to this audience has to adapt.  The over 55s have been one of the internet’s key growth groups with usage increased by 40% between 2006 and 2007 for this audience. Strategies to acquire, convert and retain these travellers have also matured in recent years.  Whether its printed brochures and DM or search, email marketing or Web development, developing and fine-tuning your marketing is becoming ever more critical as this audience grows and develops.  



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