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Get Lost targets over-50s with adventure holidays

Tunbridge Wells-based agent Gary Wardrope has launched a website dedicated to adventure holidays for the over-50s in response to “amazing” demand from
silver-haired snowboarders and gap-year grannies.


The site, get-lost.co.uk, features product from adventure travel specialist operators such as Explore and Exodus with activities ranging from camel-riding in Egypt to climbing Mount Kilimanjaro.


The new venture comes as the battle to capture the lucrative over-50s market hots up, with Shearings Holidays launching an expert agent partnership to coincide with the release of its new UK, Ireland and Europe brochures.


STA Travel is also recruiting staff for an as-yet-unnamed brand for over-50s. It is the first time the company has looked outside the youth market in its 30-year history.


Wardrope, owner of the Get Travelling Group, said: “Often clients have been through a life-changing experience such as divorce, redundancy, bereavement, or perhaps the kids have left home, and realise that life is too short and they need help to fulfil their ambition.


“Despite the economic uncertainty, more people have the courage to take these adventure trips alone and get lost in local culture.”


Wardrope’s business is one of several that feel now is the time to act on advice often repeated at industry conferences to cash in on the ‘lucrative grey market’.


Shearings is encouraging more agents to tap into this market with Shearings Expert Agents, a partnership programme offering members dedicated departures, research and joint marketing.


Chris Barker, head of marketing, said the over-50s market was becoming more diverse.


“If you are an over-50s specialist then you understand you can’t lump them in together, so we have developed our own specialist programmes,” he said.

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