Domestic tourism among the over-50s provides a “big opportunity” for agents in light of uncertainty around Brexit.
Recent data showed domestic breaks have grown in popularity among the older demographic, with 42% stating a UK-based holiday or country-house hotel stay was their preferred type of holiday, up from 37% the year before.
Silver Travel Advisor’s annual report, which surveyed 1,200 members in autumn 2018, found domestic holidays to be the second-most popular after city breaks and ahead of beach holidays.
Debbie Marshall, managing director of the consumer advice site, said “the mantra of certainty, safety and security” among the over-50s had “never been more important”.
Shearings Leisure Group underlined the trend, reporting double‑digit growth year on year for UK breaks both for its coach and self-drive hotel stays.
Shearings Holidays managing director Jane Atkins said domestic breaks had always been high on the list for the over-50s, but had been boosted this year by the mild weather, a late Easter and Brexit‑related travel concerns.
“The ‘B’ word, while it’s a challenge, is also an opportunity, so agents should embrace it and know what’s on offer in the UK,” she said.
“If you get just one domestic booking, they are more likely to repeat and book a second, third and fourth holiday with you. It might not be that valuable on its own but it’s about getting that customer hooked and engaged with you so they return again and again.”
Shearings operates 44 UK hotels including five Country Living Hotels through its partnership with magazine publisher Hearst UK.
Grand Holidays UK sales director Harold Burke said its new Hotel Leisure Breaks range of self-drive holidays was “proving to be a success” among those in the 55-plus age group who were “not quite ready for an organised coach trip”.
More: Millennials ‘turn to agents to book domestic breaks’
