NEWS


Sometimes fate can intervene for the better, as I was


recently reminded. I was wondering what to write about for this column and kept telling myself something would happen that would act as inspiration – and sure enough it did, but it was from an unlikely source. While out on an early morning run – part


of an attempt to start the year by looking after myself better – I happened to pass a lady who was walking at a slow pace, enjoying the January sunshine. “Good morning,” I said. “Gorgeous day!” To which she replied: “It is that. Oh, how I wish I had your young legs!” As I’m fast approaching 54 years old, anyone


Lisa McAuley MANAGING DIRECTOR, SILVER TRAVEL ADVISOR


We still have a way to go in how we market to the older generation


who has anything positive to say about my legs deserves a chat. And that is how I met Marion, a sprightly 96-year-young woman, who walks three hilly miles every day no matter what the weather. I’ve long been an advocate


of surrounding yourself with people who are positive, better than you and from whom you can learn and take inspiration. While my conversation with Marion was brief, I found her to be a real inspiration. We clicked and immediately


overlook the older generation? Time and time again I see advertising targeting millennials and Gen Z, with adverts that hold no appeal to people like Marion or my in-laws, who recently celebrated their 65th wedding anniversary by taking the whole family on a cruise. While travel is getting better in its use of


age-appropriate imagery, we still have some way to go. Let’s ensure we are better than to play to ageism. As the saying goes: “Age is something that doesn’t matter, unless you are a cheese!”


“Let’s ensure we


are better than to play to ageism. Age is something that


started talking about travel. She told me she loved India and had stayed at the Taj Lake Palace in Udaipur. Next on her bucket list is Japan, where she wants to experience the cherry blossom season. She’s looking at travelling there in 2024, assuming she can find insurance for an “oldie” like her.


Still blossoming Her son is travelling to Japan this year, but she said she didn’t want to go with the “younger ones” as she didn’t want to slow them down, although I got the impression Marion would be leading the charge were she to go with them! We swapped details and I promised to drop


her a copy of the latest Silver Travel Magazine for some reading material. I’d like to think she enjoyed our chat as much as I did. I felt honoured to have experienced such a


chance encounter and kept having to remind myself that Marion is just four years from becoming a centenarian. Do we as an industry


14 12 JANUARY 2023


Over-50s and ‘unretirement’ While we’re talking about age, a recent Financial Times headline stated that ‘The Great Unretirement is coming’. The article looked at data suggesting the pandemic was the catalyst for many over-50s leaving employment, either by choice or by circumstance, but predicted that many of this group would change their minds and seek to return to the workplace in the coming years. I know of five couples of my


doesn’t matter, unless you are a cheese!”


age in my friendship circle who have opted to quit working within the last year. All are currently enjoying extensive travelling, with one couple taking a year-long round-the- world trip. Whether any of them


will wish to return to work remains to be seen. The retirement debate will roll on for years


to come and is highly likely to have an impact on the travel industry, both from a workforce and trading perspective. How will you retain an over-50s workforce? Will the cost-of-living crisis drive older employees back to working and is your business set up for their needs? Does your product appeal to early retirees who now want a different type of travel experience? The over-50s market is buoyant and often overlooked; it’s complex and one size does not fit all. Anyhow, for now, I’ve decided to ditch the


multiple New Year’s resolutions and replace them with just the one: Be More Marion! I’d like to wish all Travel Weekly readers a happy new year.


Read more columns by Lisa McAuley: go.travelweekly.co.uk/comment


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