Fred Olsen Cruises Lines has signalled its intention to target the over 55s market following analysis which says they are “healthier, wealthier and fitter than ever before”.
According to the line’s research, nearly 17 million (85%) of over 55-year-olds in the UK have yet to take a cruise.
Speaking at the line’s first trade conference in 10 years, Pete Deer, Fred Olsen’s commercial director, said: “There will be 20 million over 55 years old in the UK by 2020.
“They are healthier, wealthier and fitter than ever before. Half of them say that they are financially comfortable today and for the future.”
He added how many are home owners and have paid off their mortgage and therefore wanted to travel the world.
“When [the over 55s] have done a cruise the satisfaction levels are very high,” he said. “We develop our cruises with these people at the forefront of our minds.
“Our mission is to see the world and to give our customers the chance to create memories that last a lifetime.”
Justin Stanton, the line’s sales and marketing director, told delegates how Fred Olsen was not concerned by what the bigger lines were doing.
He said: “While others get bigger, we focus on our smaller ships – and we feel comfortable doing that.”
He also said more than 50% of the UK population is able to reach a Fred Olsen ship within 90 minutes.