Cater for older clients with hassle-free domestic holidays, suggests Katie McGonagle
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If 40 is the new 30, and 50 the new 40, what does that mean for the over-60s?
The so-called blue-rinse brigade is no more, replaced by silver surfers and glamorous grannies; they go to festivals, play Candy Crush on their iPads, and wear the same clothes as people 40 years their junior. And with all that consumer spending power, they could be earning you extra commission.
Retirees have long been recognised as a lucrative market for overseas travel – they’ve got more time, more disposable income and fewer responsibilities than younger travellers – but the same applies to holidays at home, especially where there are practicalities to consider. VisitEngland’s latest domestic tourism trends report said:
“A sharp rise in the number of over-80s will see a generation keen to go on holiday but potentially reluctant (or unable) to travel far.”
Lumping older clients into a single category doesn’t work, so to sell the UK holiday that’s right for them, it’s vital to know which questions to ask and what to do once you have the answers. We quiz the experts to find out.
When and where
Forget the constraints of school summer holidays or time off work. Money permitting, older customers can travel whenever they fancy, whether holidaying little and often or escaping to the countryside for a lengthy stay.
Beverley Scarr, general manager of short-haul product at Premier Holidays, says of the operator’s Channel Islands bookings: “We tend to see seven-night durations, particularly with retirees – they don’t need to worry about taking leave from work, and are generally looking to get the best value. Weekends and shorter breaks tend to be most popular with the 50s and 60s age group – they visit for a midweek break from work or just a long weekend.”
Off-peak or shoulder season travel suits those keen to avoid school holidays, so Prestige Holidays’ general manager David Skillicorn suggests advertising tour operator or hotel deals at these times to persuade customers to book a bargain. The same applies on the water: Hoseasons finds houseboat bookings take off during the shoulder months, with June the most popular month for bookings by over-50s, making up nearly a third of all off-peak business.
Likewise, midweek offers better value-for-money than weekends for those with the flexibility to take advantage of deals. Hoseasons cottages lead in at £207 for four nights in October, while caravan parks such as Tan Rallt in Wales start from £99. Warner Leisure Hotels runs midweek breaks with live bands, cabaret and themed parties aimed at its core 55-plus market.
Irish Ferries head of passenger sales Dermot Murrigan adds: “Don’t think about a short break to Ireland in terms of a Friday night flight and dash back Sunday. This market has time to travel, and they enjoy the whole process.” He suggests looking beyond Dublin to vibrant cities such as Wexford or Waterford, or theming a break around hobbies such as golf and horse-racing in Kildare.
Group tours
Escorted tours combine the convenience of organised accommodation, excursions and transport with the social factor of travelling in a group – plus there’s usually someone to carry the bags.
Scottish operator Rabbie’s Small Group Tours offers a discount to over-60s, while Dublin-based CIE Tours finds more relaxed itineraries, such as its slower-paced British and Irish Focus nine-day tour, are popular with older clients (from £1,148).
Train travel is certainly a strong seller. Great Rail Journeys national sales manager Tony Byrne says: “We’ve noticed a renaissance in heritage railways, which continues to capture people’s love affair with the golden age of steam. With older clientele, they depart from their local station and get to stretch their legs on the journey – something you can’t do by coach.”
Best-selling itineraries include Edinburgh, the Highlands & Islands (nine days, £1,170) and sister brand Treyn’s Yorkshire by Steam (five days, £295). Ffestiniog Travel likewise offers Railways of the North (Skipton to Whitby, from £850) and North Wales for Rail Enthusiasts, from £625.
Guided tours are also an ideal way to explore the countryside without worrying about getting lost in the middle of nowhere. Shearings’ Pitlochry & Highland Safari includes a Land Rover safari through rural Perthshire (from £394), while Newmarket Holidays’ Cream of the Cotswolds combines rolling countryside with picturesque Stratford-upon-Avon (from £219, both five days).For one key market – those travelling alone, perhaps because of bereavement or divorce – singles-focused tours offer a chance to travel without worrying about eating alone or shouldering the responsibility of planning.
Andy Fairburn, sales and marketing manager for singles specialist Solos, says: “People don’t want to be pigeon-holed as ‘old’. We have 80-year-olds who travel with us regularly to ski, as well as those who prefer some of our less active itineraries. The trick is to match the holiday to the person – many 60-year-olds might like a quiet time, whereas others might want to hike or play tennis every day and dance every night!”
Popular options include Solos’ Walking Weekend in the Heart of England (from £305, graded easy), and Rewind 80s Festival (£425 including festival ticket to see Sister Sledge, Rick Astley and more).
Fellow operator Just You also runs several walking, rail and city tours for singles, and can add days before or after a tour for clients who want to travel independently.
Dream theme
Appeal to someone’s interests and you’re far likelier to close a sale. Over-55s specialist Grand UK saw such strong interest in its Lark Rise to Downton Abbey tour and a Coronation Street holiday introduced this year, that it has added a second Corrie Special (from £259, August-September).
Also bringing TV favourites to life, Warner Leisure Hotels’ popular Star Breaks this year feature Strictly Come Dancing judge Len Goodman (Littlecote House, July 25), and TV personality Christopher Biggins (Nidd Hall Hotel, September 5).
SuperBreak proves gigs aren’t just for teenyboppers with its music packages: pair hotel accommodation with tickets to see Status Quo or Andrea Bocelli at the O2, or Tom Jones at Lytham Proms. Or if they prefer classical music, Kirker Holidays runs chamber music weekends featuring recitals and talks at Deans Place Hotel in Alfriston, East Sussex (four days, £849).
Visiting exhibitions or key landmarks can also convince clients to book: SuperBreak says private tours of Buckingham Palace, Windsor state rooms and the Houses of Parliament are among its best-sellers with older clients, while add-on provider Attraction World finds classic excursions such as Fortnum & Mason Afternoon Tea, Blackpool Tower Ballroom and Historic Royal Palaces are top of the list.
Expert advice
Harold Burke, sales director, Grand UK Holidays: “Highlight that those taking a domestic break don’t have to worry about exchange rates, getting to the airport, long security queues or hidden airline fees. Many in the mature market prefer face-to-face bookings with a travel agent, and many of our customers have been loyal to the same agencyfor years.”
Paul Melinis, head of sales, Insight Vacations: “We have noticed that retired clients love to travel in groups, so approaching local community groups, bowling clubs and church groups can reallyreap dividends. Agents prepared to be proactive in searching for business will see the results.”
Paula Wilson, customer services manager, Premier Holidays: “We recommend agents check whether the customer has any mobility issues, special requirements for their room type, whether they are okay to climb over a bath, can cope with steps or need a room on the ground floor. Making our reservations consultants awareof any issues at the start of a booking enquiry rather than the end ensureswe can offer the best possible service.”
