SPECIAL REPORT | MODERN MATURE TRAVEL


the past 30 years, as greater numbers of babyboomers are retiring with more disposable income and travel experience than earlier generations.


Attractions, operators and


group travel organisers see more opportunities to sell to the mature market, and holidays are evolving to meet demand for greater choice. Over-55s specialist Grand UK


Holidays reports that mature travellers, who are mostly empty- nesters, can take several breaks throughout the year and avoid premium school holiday periods. The tour operator is also seeing


a rise in special interest, themed and activity holidays. Screen tourism, for example, is popular among the over-55s, who are keen to see locations such as the Jurassic Coast, where ITV drama Broadchurch was filmed. Harold Burke, Grand UK


Holidays sales director, said: “Grand UK Holidays has catered for the over-55s market since 1984 and we have seen the market grow and evolve dramatically. “We see growth in many sectors


– more mature travellers want to travel solo, especially in the singles market, but we’re also seeing expansion in the groups market. Both provide great potential for agents. “I advise agents to be proactive and get involved with local groups. Perhaps they could offer to host talks for local groups such as the Women’s Institute, bowls clubs, retirement complexes and sports or social clubs.”


Broadening demographic


This trend is also highlighted by Warner Leisure Hotels, which found over-65s now enjoy an average of 4.1 breaks a year, with 2.1 of those holidays taken in the UK. Two years ago, those aged between 18 and 24 took more


14 TravelGBI | November 2017


Grey market is going great guns H


oliday habits among over-55s have changed dramatically over


With Generation Rent burdened by debt and stagnating wages, the bumper babyboomer market is proving to be the most lucrative sector for travel firms. George Clode reports


We see growth in many sectors – including the solo travel and groups markets


holidays than any other age groups – an average of 4.6 a year. But spiralling rents and low wages mean that figure has fallen to 3.6. Mat Finch, Warner Leisure


Hotels marketing director, said: “The rising trend of ‘staycations’ has given UK hoteliers access to a broader guest demographic. “Life expectancy has extended


and grandparents are now heavily relied upon to provide regular childcare. It’s essential that UK businesses see the opportunity in these changes and expectations of their guests.” He added: “Three years ago, for


example, we invested £12 million in our Cheshire-based Alvaston Hall Hotel to create a cabaret room to


enjoy live music – as we know our guests love this. Being able to step- change investment and be flexible in what you’re offering is key.”


Experiential travel


Group travel organisers are also seeing demand for ‘experiential’ travel as older travellers seek more active breaks. These were highlighted at the


recent Association of Group Travel Organisers (Agto) showcase, with options for wine tasting, script writing, pottery, scuba diving and cocktail mixology. Mike Bugsgang, Agto chairman,


said: “Major attractions and operators have launched concepts targeting new audiences. For example, Butlin’s partnered with the Science Museum to offer themed weekend breaks, while English Heritage introduced modern history events such as Conscientious Objectors at Richmond Castle. “The Ulster Museum’s Game of


Thrones Tapestry updates have been a big draw for fans of the television series.”


3G family breaks


Many older travellers are also keen to holiday with their extended family so park operators such as Parkdean Resorts are investing in multigenerational breaks. It has partnered with tourist boards in Cornwall, the Isle of Wight, Norfolk, Northumberland and Essex as they are among the most popular destinations for three-generation (3G) family breaks. John Waterworth, Parkdean


Resorts chief executive, said: “Caravan holidays have changed a lot over the years, but their appeal for multigenerational breaks remains the same. We’re keen to encourage families to holiday together, and are pleased to have partnered with several UK tourist boards who share the same values.” Pete Waters, Visit Norfolk brand manager, said: “Norfolk is a great region for 3G breaks as its natural and built capital are ideal for all ages to enjoy. “Not only do 3G breaks help to


spread the cost, they also provide an opportunity for quality time.”


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