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.”

The survey found 70% of clients were using social media. The majority of clients (84%) said email was the best way to keep in touch with them, followed by traditional brochures (41.3%) and direct mail (27.7%).

When it came to experiences, clients were most attracted to exploring a destination’s culture, arts and history. These interests were followed by walking and trekking, with wildlife and safari also proving popular.

In terms of destinations, North America topped the long-haul list, scoring more than previous years. South America was second, followed by Australasia. Italy, France and Spain lead short-haul sales, with the report suggesting that despite Brexit, “there is no evidence suggesting a shift from these destinations”.

The report also looked at accommodation types. Nearly 76% of respondents said they used chain hotels, with boutique hotels mentioned by 63.6% and luxury properties by nearly half. Apartments were used by 45% and, perhaps alarmingly for the traditional sector, Airbnb by 36%.

Clients’ behaviour