EVA Air offers autumn savings on its Kangaroo Route

EVA Air offers autumn savings on its Kangaroo Route

Thursday, 27 October 2016 08:00

EVA Air is...

Vietnam addition from Thomson and First Choice

Vietnam addition from Thomson and First …

Wednesday, 26 October 2016 14:00

Thomson and First Choice have announced the introduction of Vietnam to the winter 2017 programme.

Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch…

Wednesday, 26 October 2016 11:00

Keen to expand on its portfolio of authentic US ranches, Ranch Rider will be introducing Arizona’s Hideout Working Ranch in its 2017 brochure, which is situated near Portal near the...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from Jetcost.co.uk has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

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.

Having spent years chasing the hard-earned cash of Britain's youth market, businesses are now waking up to the fact that consumers aged 50-plus are sitting on a pot of gold.

There are 22 million people aged 50 or over in the UK - accounting for £320bn of UK household expenditure in 2012 - and this group will only grow as the population ages; it’s expected to reach 29 million people by 2035.

Rich pickings could be on offer for travel marketers targeting this section of society, from empty nesters to retirees who seemingly have both cash and time to spare. We recently conducted primary research amongst more than 1,300 UK consumers aged 50 or over to provide a fresh perspective on their attitudes and behaviours, and insight into how businesses generally and travel companies in particular can effectively engage with this market.

It seems older travellers have itchy feet, according to the results. Freedom to travel is recognised as one of the greatest benefits of growing older, a factor cited by 39% of participants, followed by having grandchildren (36%) and independence (33%). Meanwhile, many include taking holidays within their activity repertoire, with some 27% of all 50-plus consumers saying they’d been on holiday either in the UK or abroad during the month before the survey ran. Value, quality and reliability are the most important factors influencing older consumers’ holiday purchasing decisions.

We also asked consumers to categorise their most recent holiday, with the top three types of break including beach holiday (24%), city trip (15%) and cultural or sightseeing holiday (14%). Meanwhile, 52% of people said their last holiday was taken in the UK compared to 47% who had travelled abroad. A greater proportion of those aged over 65 years old had travelled abroad on their last break (50%) versus respondents in their 50s (44%).

On average, those surveyed spent £565 per person on their most recent holiday, including paid-for accommodation, travel and incidental spending.

With this in mind, we have defined five fundamentals if you want to ride the wave of wanderlust amongst older consumers:

1. Don't make assumptions

50-plus consumers' spending is not just confined to traditional physical channels. Our research found that six in every ten 50- to 64-year-olds use social media - a ten-fold increase in eight years - and that 51% visit Facebook once a month or more.

2. Think practically about their needs

Saga, which offer an array of products and services exclusively for the over 50s, has tailored its website specifically for this age group including bold, clear fonts and easy accessibility options. The simple and attractive imagery and clear social media connectivity ensure the target market can engage with the company easily through whichever channel they should choose.

3. Think positively

Baby boomers now make-up a large proportion of the 50-plus market and have a totally different perspective on growing older. Most importantly, ageing isn't necessarily seen as a negative any more; 57% of consumers in our survey felt positive about growing older, so consider how you clearly express this in your brand communications.

4. Be relevant

It is important to understand that ‘silver spenders’ break down into two distinct groups as to whether they have a modern or classic view of growing older. Identify where your target audience lies first, then choose the right channels to market to them.

5. Understand their outlook on life

Unlike younger consumers who can be easily segmented into discrete age groups, our research revealed that the key differences within the 50-plus market lie between consumers' attitudes towards ‘growing older' rather than their age. Therefore, we identified six unique segments based on these attitudes to help retailers align their proposition to meet the needs of diverse mind-sets of 50-plus consumers. We called these distinct groups; Opportunists, Up to the minute, Rejectors, Traditionalists, Accepters and Creature of Habit.

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