Mature travellers are key to ongoing recovery, says Kirker Holidays and Aito’s Ted Wake
When Aldous Huxley wrote his dystopian novel Brave New World in 1931, he was speculating that society might evolve into an ‘undesirable’ condition that meant it became, literally, a ‘bad place’ or anti-utopia. He may have been puzzled – but not altogether surprised – by the circumstances in which the travel industry found itself during Covid, some 90 years later.
However, as our businesses thankfully recover from ‘anti-utopia’ and we head towards a more prosperous era, there is now a real opportunity to create a much more utopian outcome, with a better long-term future for us all.
But we should be cautious about taking what happens next for granted. The recovery for the UK travel industry has been very real, with a great sense of a relief when this year’s peak season evolved into much more positive booking patterns. While it is true that revenues are 25% up on 2022, substantial cost increases mask a fall in passenger numbers – certainly this seems to be the case at Kirker and many other Aito specialists.
The threat of flight cancellations is a deterrent for older clients, who find the airport experience deeply unpleasant
So why haven’t passenger numbers yet bounced back to pre-Covid levels? Many customers have yet to book – the majority of these are in older age groups and were among those whose lifestyles suffered most during the pandemic. While some may simply have let their passport expire, the main reason they haven’t yet travelled abroad again is a lack of confidence.
Lack of confidence
There is also a disinclination to subject themselves to the aggravation associated with air travel and – especially – the nightmare airport experience. Who can blame them? Headlines tell them that airports are full of people queueing for bag-drop and security.
Airlines show little respect for passengers, who are now paying a substantial premium for worse service. The ongoing threat of flight cancellations is an inconvenience for the passenger and an additional cost for proactive tour operators; it is also a long-term deterrent to older clients, who find the experience deeply unpleasant and humiliating.
Such a deterrent will significantly damage phase two of the industry’s recovery. Older clients especially will not tolerate sloppy airport service and flight cancellations. While there will be perfectly logical explanations about why carriers are struggling, airlines and airports need to take radical steps to improve the passenger experience. If they fail to take responsibility, or to take the right steps in this Brave New World, they will dampen demand from all passengers.
Older travellers crucial
Why is this cohort of older travellers so crucial for us all in 2024? In a weakened economy, with significant interest rate increases, older consumers with large savings pots are among the few with more disposable income.
Conversely, it is younger, mortgage-burdened consumers who will suffer, with repayments predicted to increase by £2,500 per year.
So, if you are planning your marketing strategy for 2024, you need to really focus on how you will provide exemplary service to your older, more discerning clientele – this segment clearly represents your core target for growth.
Finding ways to nurture older clients creates a positive opportunity to sell full-price holidays to clients who, for the first time in a long while, will be feeling (a) better off and (b) ready to indulge themselves with a well-earned holiday.
Regrettably, many middle-aged consumers will be cash-strapped and looking to challenge you to match an internet price… and, as we all know, that conversation seldom ends well. Good luck in the Brave New World!
I am off to see my 87-year-old mother, who has prepared a lavish birthday supper for me.
Fortunately, I have a note on her database record that she prefers gin, not wine – so I have a large bottle ready for her. Then she’ll start discussing her holiday plans: “Darling, I think we can upgrade next year. If I don’t travel Club Class, I suspect that my grandchildren will – and we don’t want that, do we?”
More: Silver Travel Advisor poll shows 93% of over-50s plan holiday in 2023