Members of Advantage Travel Partnership are to gain to support, knowledge and expertise in the over-50s sector through an exclusive tie-in with Silver Travel Advisor.

The demographic that resonates particularly well with members of the independent agents’ consortium is the mature market.

As a result, the collaboration with the consumer website will provide travel advice and information for mature travellers from early in 2018.

A bespoke Silver Travel Advisor magazine will be created for distribution to Advantage members and their customers.

The magazine will offer insights in to the latest travel trends for the over 50s, as well as articles, helpful hints and advice.

Longer-term aims include training for Advantage members on how to best service, advise, sell and market or advertise to the over 50s.

Upon completion of training, Advantage will give members a soon-to-be-launched official accredited Silver Travel Advisor status.

Advantage will also work with Silver Travel Advisor to conduct in depth research into the mature traveller market, utilising both Advantage’s insights and Silver Travel Advisors’ marketing expertise. The research will provide new understandings of the segment to aid Advantage members in expanding their businesses.

Advantage group commercial and membership director Paula Lacey said: “The synergy between Advantage and Silver Travel Advisor is undeniable.

“With 35% of the UK population aged 50-plus, our members have shown that this market is an important one to them as their businesses naturally attract this age group. We are excited to be taking the first step in what will be a long-term and close partnership with Silver Travel Advisor.”

The website’s managing director Debbie Marshall added: “Silver Travel Advisor delves deep into the over-50s market.

“We have a wide-ranging offering, from tangible consumer travel advice by our expert travel writers, to the creation of insightful research, and training on how best to communicate and interact with this growing segment.

“We are thrilled to be building a strong bond with Advantage to share our understanding of this market with their members and to help inspire them and their customers to choose and enjoy the best travel experiences.”