| Journal: TWUK | Section: |
| Title: | Issue Date: 21/08/00 |
| Author: | Page Number: 10 |
| Copyright: Other |
Why is the older market ignored?
WHILE Iapplaud Cosmos’ stance of providing specialist holidays for minority groups – in this case young clubbers – ‘Cosmos eyes serious clubbers with Ministry of Sound venture’ (Travel Weekly July 24), I am bewildered by its disregard of the most lucrative and growing consumer market – the over-50s.This group also happen to be among the most loyal customers.
Professor Germaine Greer summarised the madness at the recent International Advertising Association Congress: “Iam 61 years old and no-one is interested in selling me anything.
“Advertisers believe the only way to sell products is to associate them with youth. But how many young people do you see driving a Porsche?”
The mature market has more disposable income than any other and is the nation’s biggest spender on travel.
Most in the mature market do not classify themselves as Saga buyers and many have not heard of Saga. Many want three weekmulti-destination holidays with a high element of activity but find it difficult to find such packages. When will the light dawn on the fact you get better results from marketing to consumers with the most money?
Until this happens, the less fashionable marketeers will follow the simple rules of targeting the best prospects and reap the best rewards.
Martin Smith, managing director, Millennium Direct
Shipley, West Yorkshire