The UK travel industry should cater better to the rapidly-growing 50+ market.
So says Debbie Marshall, the managing director of Silver Travel Advisor, who at today’s ABTA Travel Convention in Abu Dhabi told delegates they are missing a trick if they ignore the needs – and the spending power – of mature travellers.
“More than 43% of the UK’s adult population is over 50 and this age group accounts for 60% of travel and tourism spend,” said Marshall.
She revealed some of the biggest growth markets within the 50+ sector, which included the ‘Sandwich Generation’ – those with ‘Gap Year’ kids and ageing parents who want to travel; the Multi-Generation segment, the growth of which is fuelled by wealthy grandparents treating the family to a holiday to mark big occasions and celebrations; as well as solo travellers who want adventure.
The last segment includes to “50+ Adventureresses’ – women who want to travel without their partner and “like the idea of being free and solo”.
“They want self-development and learning holidays and include the SAG (single girl again) and the SAS (sad and single), [to name a few],” said Marshall.
Today more than 37% of older women (aged 50 and 60) travel without their partners, even if they have a partner, she revealed.
“They are exploring the world independently – these women say they feel brave and they feel young again,” she added.
Other 50+ markets the UK travel should target include the ‘Happy Home Birds’ – those who like UK holidays because they are concerned about security issues.
This group also likes multi-generational travel, Marshall told delegates.
“Another fast-growing market is the elderly and less mobile traveller,” she continued.
“Some are well-heeled, some are on benefits and others are on pensions; I would urge you as an industry to look at it.”
She said savvy companies were currently looking to create accessible accommodation versions of booking.com and Airbnb.
“The future could mean driverless cars and much better travel insurance policies that take into account pre-existing conditions,” Marshall concluded.
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