NEWS ROUND-UP
COMMENT: “It’s been great fun juggling the latest cruise deal with the cost of a six-pack of Pepsi” Sharon Fleming, page 28
‘Target the 50-plus adventuress’
Lee Hayhurst
lee.hayhurst@travelweekly.co.uk
Travel agents should target women aged 50-plus who are increasingly looking to travel solo or with friends, according to a new study.
The research highlighted “the
rise of the 50+ adventuress”, a potential target market of women who are open to the idea of leaving their husbands or partners at home. The study, conducted in June by
travel marketing specialist Souk Response and supported by Silver Travel Advisor, the advice site for “mature travellers”, sought the views of 500 women aged over 50 with a household income of at least £50,000. It found 75% of respondents
who usually went abroad with their partner said they would or might consider travelling on their own or with a friend. Nearly half (47%) felt they
were more adventurous than their partner, while 54% said they were keener than their partner to try different types of holiday. Furthermore, 56% said they wanted to visit a destination their partner was not interested in. And 25% said they would be prepared
POLL
Do you actively avoid operators that also have direct-sell sister brands?
37% 63%
Mostly Not
really
NEW TRAVEL EXPERIENCES: These were coveted by 70% of the women polled
75%
Proportion of over-50s who’d consider travel alone or with a friend
to travel without their partner because their other half preferred to pursue their own interests. For 70% of the women surveyed,
gaining fresh travel experiences was important to them. Souk’s study found ‘adventuress’
Hays Travel recruits 13 former Lowcost Travel Group staff
Hays Travel has taken on 13 former Lowcost Travel Group staff, following the failure of the online travel business in July. Managing director John Hays said staff had been appointed in telesales roles working from home. Two of the new staff are based in Majorca, where Lowcost Travel Group’s HQ was located.
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travelweekly.co.uk 1 September 2016
bookings were often for durations of around a week, suggesting they might be secondary holidays. Operators said these women
were making up for lost time – a view confirmed by the survey, which found 20% said that because their partners travelled a lot for work, they were less inclined to do so for pleasure. Souk Response managing
director Huw Williams said: “This is a group of older women who aren’t prepared to wait for the world to come to them. If their other half isn’t interested, they will do it for themselves.”
OPERATORS’ VIEWS
“Many solo women travellers book four-week tours of China with a view to getting the most from the trip; for example, the chance to walk along the Great Wall for five hours has been popular, rather than just seeing it and leaving.” Ben Briggs, head of marketing, Wendy Wu Tours
“Our new Explore Beyond brand is working well, giving people the chance to explore off-the-beaten-track destinations like Swaziland. It’s great for those who have been to all the usual places.” Sarah Fowler, head of marketing, Explore Worldwide
“After years of being responsible for others, many women over 50 can indulge their own interests a little more. Developing a fresh sense of adventure is all about attitude, not age.” Debbie Marshall, managing director, Silver Travel Advisor
Another two of the new telesales
staff are based in the Netherlands and Turkey respectively, with the rest in the UK. Lowcost Travel Group made 451 people redundant when it ceased trading on July 15. Hays said all of the new recruits had joined in the past couple of weeks. Lowcost chief executive Paul
JOHN HAYS: Boss said staff had joined in past couple of weeks
Evans apologised for the collapse of the group, which failed with up to 300,000 customers of online agent Lowcost Holidays booked or abroad, and a £65 million hole in its accounts.
SHUTTERSTOCK
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