SILVER TRAVEL AWARDS EVENT REPORT
Kirker Holidays, Shearings Holidays and Fred Olsen honoured at annual awards. Amie Keeley reports
Amanda Redman
with award winners
T
he sense of adventure among mature travellers should not be underestimated and agents should tap into the market if they want to see their businesses grow. That was the message from industry leaders
at last week’s Silver Travel Awards, which honours companies from across the sector for their efforts in catering to the over-50s market. The event, which Travel Weekly is media partner for, was held at the London Transport Museum in Covent Garden and presented by actress Amanda Redman. Ted Wake, managing director of Kirker
Holidays, which won the Best City Breaks Operator Award, said: “My advice would be to do your research and take the time and provide all your clients with exceptional service and they will repay your hard work with loyalty. “One of our fastest-growing age groups
is 75-plus. Don’t underestimate their sense of adventure. Just because they may not be perceived as the most adventurous clients doesn’t mean to say it wouldn’t make perfect business sense to nurture them. “They’re not agonising over their next
mortgage payment so they take your advice if you suggest something more indulgent.” The awards, now in their second year, are
voted for by 7,500 consumers, all members of advice, reviews and information website Silver Travel Advisor. Shearings took home the award for Best
Large Tour Operator and was also named runner-up in the Best Escorted Tour Operator category. Commercial director Caroline Brown said: “This market is massive and will continue to grow. People are living longer and travel well into retirement. It’s great we are seen as
an over-50s specialist and not just a coach operator. The trade is hugely important because customers want to have face-to-face contact with an agent. It’s also about selling that second holiday at home.” Fred Olsen Cruise Lines’ Rachael Jackson
collected the company’s award for Best Ocean Cruise Line. She said: “We know our guests are well-travelled and have a fair amount of income so I’d encourage agents to look at the mature demographic because it’s good for business.”
Exceptional Achievement This year there were two winners of the
Exceptional Achievement Award, voted for by a panel of industry judges – UK managing director of Holland America Line and Seabourn, Lynn Narraway, and founder and chairman of Simpson Travel, Graham Simpson. Narraway, who is also chair of Clia UK and
Ireland said: “We’re focused on destinations and longer cruises so the demographic tends to be older. If agents invest in this age group the potential is huge. This age group has children and grandchildren so it’s a way they can sell to all the family.” Narraway said the lines were seeing
more multi-generational families holidaying together, booking shorter duration cruises in the Mediterranean. Simpson Travel specialises in luxury private villas and small hotels and focuses on the over-50s market. Mathew Simpson, Graham Simpson’s son and product director, collected the award and said: “This is a great market because they have the time, money and appreciate the finer things in life.”
WINNERS 2016
Best Ocean Cruise Line Fred Olsen Best Specialist Cruise Line Noble Caledonia Best River Cruise Line Emerald Waterways Best Large Tour Operator Shearings Holidays Best Specialist or Activity Tour Operator HF Holidays Best City Breaks Operator Kirker Holidays Best Escorted Tour Operator Voyages Jules Verne Best Rail Holiday Provider Great Rail Journeys Best Accessible Travel Provider Enable Holidays Best UK Town or City London Best UK Hotel Group Premier Inn Best Self-Catering Operator Forest Holidays Best UK Attraction London Eye Best Airline British Airways Best Car Hire Company Avis Best Overseas Destination Italy
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travelweekly.co.uk 30 June 2016
PICTURE: STEVE DUNLOP
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