CONFERENCE 2019 Association of Touring & Adventure Suppliers Conference: The organisation’s bigg CONFERENCE
Agents advised to focus on over-50s seeking adventure
A
gents can tap into the millions of pounds of wealth in the over-50s market
which is “looking for adventure”, delegates were told. Ben Nealon, travel account
director at Mail Metro Media, said: “Focus on the over-50s. Tere are 23.6 million people aged over 50 – a third of the UK population – and they have more than £3 in every £4 of financial wealth. “Tey are looking for adventure,
activities and experiences – and they prioritise safety [so] book with a well-known company.” Over-50s also prioritise comfort,
so are more likely to book higher- quality accommodation and premium flights, he added.
There are 23.6 million over-50s and they have more than £3 in every £4 of financial wealth
Other speakers highlighted the
spending power of mature travellers in the sector. Tony McAllister, head of innovations, partnerships and digital at Global – which owns radio stations – urged agents to avoid thinking of stereotypes when marketing to middle-aged and older travellers. “Defy age-based assumptions,” he
said, highlighting people in their mid- 40s to 60s, such as Emma Tompson, Barack Obama and Sandra Bullock.
Customer interest in suppliers’ sustainability credentials grows
Touring and adventure suppliers say more customers are asking questions about their sustainability credentials, as awareness grows of travel’s impact on the environment. Joe Ponte, managing director of Explore, pointed to the scale of the
recent climate strikes and protests, saying: “Consumers are changing. It is really important to have strong sustainability credentials. Te highest repeat customers are asking about sustainability.” Giles Hawke, chief executive of Cosmos, said: “Tere is a change in
perception, and we are on the cusp of customers being more proactive and asking [about sustainability].” He highlighted how modern coaches are fuel-efficient and operators are
tackling the problem of single-use plastics and botles. Rachel Lewis, campaign and partnership manager at South Africa
Tourism, said agents should not stop selling holidays because of campaigns about ‘flight shaming’. “One in seven people in South Africa is employed in tourism, and it’s imperative these jobs are kept, as it helps the local economies,” she said.
16 3 OCTOBER 2019 Joe Ponte, managing director of
operator Explore, said: “Adventure travel is not just for students, it is becoming more mainstream. Our average age is 55 for adventure trips.” Paul Melinis, Atas chairman and
APT UK and Europe managing director, said: “Te time has never been beter to embrace this lucrative sector – seize the moment and work with Atas members to build your knowledge and sales.” Debbie Marshall, managing
director of Silver Travel Advisor, said it was important not to patronise ‘platinum pensioners’ and to engage with them on social media as well as more traditional channels such as brochures. She also advised that marketing material should avoid youthful stereotypes.
Just You is ‘perfect match’ for Sweeney
TV star Claire Sweeney admited the prospect of a six-hour coach journey in India had originally filled her with horror – but it turned out to be a relaxing and tranquil experience. As travel ambassador for solo
travel specialist Just You, she talked about her holidays in India and Italy. “I really enjoyed it – the
tranquillity of being on the coach,” said Sweeney. “I spend my life organising and delegating; all I had to do was turn up and I had no responsibility.” She said Just You was a
“perfect match” for her as a single mum with a “hunger for travel”.
Ben Nealon, Mail Metro Media
travelweekly.co.uk
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