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Martin says…
For us, looking to the future doesn’t mean following the current media obsession with youth; certainly not when it comes to the bread-and-butter business of selling holidays.
The facts speak for themselves. As a nation we are getting older. For the first time ever there’s more people in the UK aged over 60 than there are aged under 16. So it’s pretty obvious that if you want to be successful over the next few years, you’ve got to take the mature market seriously.
Older people are becoming increasingly ‘young’ in their outlook. That means they are more willing to visit new places and try out new experiences. They may have retired, so have flexibility to travel whenever they want. And they’ve certainly got more money, making them far more likely to upgrade. What’s more, older people will value your advice and come back to you again if given good service.
How many more reasons do you need to put aside your prejudices?
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Martin Lane
Editor, Travel Weekly
Karen says…
When it comes to talking about age, I’ve noticed two things in particular. Firstly, what I personally consider to be old age has gently adjusted itself over the years in line with my own age!
Secondly, the difference between ‘young’ and ‘old’ people is now seriously blurred. When I was a child, older people were very different in their outlook and participation in life. They were treated differently, behaved differently and just as they wouldn’t have thought of themselves being able to eat fresh strawberries at Christmas, they wouldn’t have thought of themselves holidaying in places like Russia.
Today, because we’re healthier, wealthier, better travelled and living longer, there’s no holding back. Russia’s one of our top destinations and fresh strawberries are available every day of the year.
This is not a niche sector in development or a trend spotted by a boffin. It’s right here, right now and it affects everyone in the industry. So if you want to grow your business by targeting smart, interesting, gorgeous people – people who love travel, use technology and have money to spend – then step up to the challenge and start ‘being mature’.
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Karen Gee
Sales and Marketing Director,
Wallace Arnold Holidays
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