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Trade urged to cater to ‘older, poorer’ travellers
Amie Keeley
amie.keeley@
travelweekly.co.uk
The industry is being urged to take the “older and poorer” end of the mature market “more seriously”.
Travel firms focus too heavily on
the wealthy and healthy 50‑plus traveller, rather than those with limited means and mobility, according to Silver Travel Advisor managing director Debbie Marshall. Writing for this Mature Travel
special edition of Travel Weekly, she said many people in their 70s and 80s and those living off just their state pension were still very keen to travel. “It’s not the sexy end of the
market, but it’s where there’s great loyalty and still a desire to travel even though some destinations and holiday types may be beyond reach or ability,” said Marshall. “It’s an area that needs to be
taken more seriously by the travel industry. Constantly seeking to reduce the average age of clients shouldn’t be at the expense of older
people once they become frail or have accessibility requirements and they shouldn’t be forgotten and left to sit at home.” Marshall said some companies
had introduced accessible coach tours and cruises as well as care‑ assisted holidays, and she urged the trade to tap into this market. Shearings Leisure Group chief
executive Richard Calvert said the mature market is often associated with high‑ticket trips and experiential travel. He said: “That area of business
is growing, but consumers who are retired are also time‑rich, so there is another group that wants to travel five or six times a year [on smaller, budget‑conscious trips] on domestic and European holidays. “These types of trips might not
be big earners but they all add up, and if that customer does want to book a once‑in‑a‑lifetime higher‑ ticket trip, they’ll come to you.” Shearings will hold its first
customer advisory board meeting next month to find out what they
do and don’t like about its products. › Comment, page 32
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National Geographic operates eight expedition ships
STORIES HOT
Nat Geo seeks to sell via UK trade
Juliet Dennis
juliet.dennis@
travelweekly.co.uk
National Geographic Expeditions is looking to work directly with agents for the first time as it puts its portfolio of travel experiences on sale in the UK.
The iconic brand has already
partnered with G Adventures to sell its 75 escorted group ‘Journeys’ but has never before sold its 57 upmarket lodges, private tours and eight expedition cruise ships in the UK market. These are already sold in the US,
but National Geographic Expeditions is now looking for UK agents to dynamically package its products with flights under their own Atols. National Geographic also offers
private jet holidays, which are being actively promoted in the UK market for the first time. Travel director Nathan Philpot
Marshall: ‘It’s a market that needs to be taken more seriously’
said the company aimed to become “travel agents’ number‑one choice” for adventure travel in Europe within five years, but first had to raise awareness of its products. The global not‑for‑profit National Geographic Society is
already known for its research and conservation projects. Philpot said: “Despite all our
TV reach and our magazines, awareness that we offer experiential travel is low. “We have seen some really
exciting volumes through G Adventures and the success gives us confidence to extend the portfolio for sale in the UK. “We have never been as
proactive as we could have been in the UK and I am happy to have conversations with any agents interested in selling our product. “We don’t have an Atol, but we
want to make it as easy as we can for agents to book.” The company will pay “competitive” commission on its land products and will launch trade brochures at the end of this year. It has agreed to sell its cruises
to agents via Fred Olsen Travel, already a general sales agent for other lines. Its other products can be booked via its US call centre. An 11‑day Land of the Polar
Bears small‑ship cruise to Svalbard in Norway starts at £8,030. A National Geographic expert and photographer are on board.
15 March 2018
travelweekly.co.uk 5
PICTURE: SHUTTERSTOCK
PICTURE: NATIONAL GEOGRAPHIC
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