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MATURE TRAVEL UPSELLING DESTINATIONS at heart


The mature market can be a lucrative one if you know how to upsell, writes Laura French


@laurafrench121 A


ccommodation, flights, insurance, car hire . . .


there’s a lot to think about when packaging up a holiday, and things can get that little more complex when it comes to older travellers with additional requests and expectations. But shy away from this


market at your peril. Higher budgets, increased time and the willingness to fork out for added comforts all mean the over-50s bracket can be a lucrative one. Whether it’s suite upgrades, add-ons, bolt-on excursions, celebration packages or other extras, there’s a wealth of upselling opportunities you can capitalise on to boost your commission and strengthen client relationships at the same time.


 AIRPORT UPGRADES First things first – look to the upgrade opportunities. Business-class flights are an obvious choice for mature travellers with a decent budget, but if that’s beyond their parameters then suggest premium economy as a halfway house, says John Parker, product manager at Premier Holidays. Wider seats, extra legroom, upgraded meals, bigger TV screens and priority boarding are all key selling points worth dropping into the conversation. Comfort needn’t be restricted


to the flight itself, though; airport lounges can be something of an oasis in packed airports. “We always suggest airport lounges to our mature clients travelling


We always suggest airport lounges. Clients who have used one before are generally keen to do so again


long-haul,” says Parker. “And those who have done this previously are generally keen to include it again.” Getting to the airport in the


first place with multiple bags in tow can be half the battle, of course, especially for clients travelling by train. If that’s the case, suggest a luggage transfer service. AirPortr collects and


Young


checks in bags straight from home for those living within the M25 and around Heathrow and Gatwick (when flying with certain airlines), with prices from £30 for one bag or £40 for up to four. “This has proved incredibly popular with older travellers, who no longer have to worry about transporting luggage or queueing at check-in,” says chief executive Randel Darby. Even if clients don’t want to


fork out much, there are other lower-cost extras available. Holiday Extras offers fast-track check-in to avoid queues from £3, for example, cutting waiting times significantly and making the journey a little smoother, while helping you boost the value of the package that bit more.


21 March 2019travelweekly.co.uk53


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