In2action has launched a new range of holiday activities for the 50+ age group, following what it has identified as a lack of provision within the market.
The company says holiday parks, resorts and hotels can improve their customer satisfaction scores and rebooking rates by providing more activities tailored for this booming demographic.
The number of fifty-somethings in Britain matches the population of Australia and is almost as diverse. They own 80% of the UK's wealth, worth more than £280billion.
The company's managing director, George Ross, said: “The 50+ market seems to have been forgotten when it comes to new exciting activity concepts. Whether its adrenaline-fuelled activities, pool activities, health and wellbeing, cycling, team-building or more passive group activities, it’s clear that those 50 and over want part of the action.
“Their wealth represents a huge opportunity to the UK holiday industry but activities need to be tailored to this very specific market.”
Among the ways Ross suggests things could be improved are introducing more instructors and coaches who are aged 50+ age group leading activities, having sessions that are age-restricted to the demographic so participants feel they are with their peers and tapping into current trends such as the Great British Bake Off and Come Dine With Me.