Tour operators are ignoring the senior market at their peril according to Tim Marsden who runs marketing consultancy Brian: The Plug In Brain.
Speaking during the Association of Independent Tour Operators annual conference in Morrocco Marsden said by 2020 one- third of the European population will be 50 or older.
He said: “But it will be a new type of over-50s buying the holiday.”
Marsden said the combination of better diets and working conditions have meant the over-50s are fitter and more active and will want more experience-based holidays as opposed to fly-and-flop breaks.
He added: “They have time on their hands and, fortunately for us, they love to travel.”
Travel marketing company ClickSquared Europe managing director Andrew Campbell added that companies will have to become increasingly sophisticated in how they market to consumers who are becoming increasingly resistant to certain advertising messages.
He added: “There are some big opportunities for good brands to do well in this market and technology can help you untap those opport-unities.”