People over the age of 55 do not want to be considered young at heart any more - at least not when it comes to booking their holiday.
Holiday giant Thomson has decided to scrap its stand alone Young at Heart brochure - aimed at the over 55s market - after more than 23 years. Instead it is introducing more winter experiences - a range of active and relaxation breaks including diving, hiking, golf and spa packages.
The company is also investing in developing other “lifestyle” holidays, including cruising, couples-only holidays and luxury breaks, all designed to appeal to couples in their 50s, 60s and 70s.
Thomson's points out that the over 55s market is growing. Between 2001 and 2011 the 45-54 age group is set to rise by 17 per cent and the 65 and over group by 22 per cent.
Miles Morgan, sales and marketing director, Thomson, said; “We have done a huge amount of research in this area. It’s a market that’s growing and we have to change to suit modern holidaymakers. We don’t want to label people because many people in their sixties are fashionable, fit and active. We have created a range of sightseeing, culture, action and relaxation breaks which will appeal to anyone, no matter what their age.”
Instead Thomson will offer a Winter Experiences programme with emphasis on activities, following a trend started by Saga Holidays.
The Times carried some more commentary about this development.
South America is another big seller, with new tours to Brazil and to Patagonia doing well, said Peter Bettley, Saga’s chief spokesman.
On Thomson’s change, Bettley said: “I have always felt the ‘Young at Heart’ name was patronising.”
Latest research from Saga reveals that nearly half of 55 to 64-year-olds are actively planning a far-flung holiday. Australasia is the most popular destination, with 26 per cent wanting to visit.
Scuba-diving is among the most popular activities, with nearly half of over-50s considering trying it. Perhaps more surprisingly, potholing is also in demand, with one in five saying they would give it a go.
Last year, Cosmos Holidays downgraded its Golden Times programme by incorporating it in its main winter brochure. Dick Stroud www.20plus30.com
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