Clients of specialist tour operators are the ones with the time, money and motivation to travel, a survey of Aito members’ clients has concluded.
Aito agents and operators compiled more than 26,000 client responses from 39 companies; more than 80% were aged 50 or older, with a mean age of 61, while 48% were retired. “This is very exciting data for specialist operators,” said Aito in its 2020 Travel Insights report.
The association said the over-50s market “was only getting larger”, with the number of births over the past 80 years far outweighing the number of deaths.
“The second wave of the baby boomer generation [born 1946-1964] is starting to reach 60 this year, leading to the 55-75 age range being the most populous of any bracket this coming decade,” the report said.
“The 55-64 age bracket also has the most expendable income, accounting for 28% of all median household wealth. This demographic has shown itself to prioritise health, fitness and leisure time above all else – accounting in part for their investment in their breaks away.”
Some 36% of Aito clients take two or more foreign holidays a year, with the proportion going on five or more foreign or UK breaks rising over the past year from 4.6% to 5.3%.
Aito found these clients were becoming more influenced by “verifiable” online reviews. Last year, 19.9% said they valued them, but this had jumped to 39% in 2020.
The report also highlighted the rise of fake reviews, adding: “It is imperative to ensure the feedback being submitted is from genuine clients.”