Nine travel companies have made the shortlist a new award to recognise commitment to and success in the over-50s travel sector in the past 25 years.
The Classic FM 25 Year Anniversary Travel Company Award is a new addition to the annual Silver Travel Awards to be held on June 8.
The shortlisted businesses are Kirker Holidays, Holland America Line, CV Villas, HF Holidays, Somak, Celebrity Cruises, Explore, Inghams and Solos.
A nine-strong judging panel, including Travel Weekly news editor Amie Keeley, former Abta chairman John McEwan and Aito chairman Derek Moore, will determine the winning company.
The entrants were asked to identify ways in which they specifically address the needs and aspirations of the over 50s market, with personal service, authentic experiences and responsiveness to the changing demands of the sector being common themes.
Silver Travel Advisor managing director Debbie Marshall said: “This special Classic FM award is a great way to turn the spotlight on long-standing travel companies that have a depth of experience, track record of innovation and understanding of the older customer that only comes with time.
“All of the nine shortlisted companies have made a real contribution to the increasingly adventurous over 50s market, while at the same time responding to the challenges of accessibility and the need to adapt at the point of delivery that the older age group can require.
“The judges have a real task on their hands to pick a winner from such an impressive line-up.”
Ali Page, key category development director at Global, parent company of Classic FM, said: “As we celebrate our 25th anniversary year, we are delighted to be partnering Silver Travel Advisor’s 2017 Awards to recognise the travel company which has not only been in business at least as long as Classic FM, but is delivering outstanding holidays that reflect the changing demands of the discerning, experience-hungry over 50s audience.”