In a bid to better reflect the diverse interests and active lifestyle of its predominantly 50-plus client base, Lakes & Mountains’ core selection in Europe will remain, but Inghams said the summer 2021 programme “will be much more than just a destination provider”.

It will offer escorted and self-guided tours, city breaks, tailor-made Italian breaks, twin-centre resort combinations, rail tours, short breaks and cycling holidays.

The move follows feedback from more than 500 people in the 50-plus age group.

It found 75% had been on an “interest” holiday in the past five years, with 57% of 50- to 59-year-olds choosing independent walking as their preferred holiday activity.

Lakes & Mountains will now use the strapline “Your passions, your holiday”.

Julie Franklin, head of agency sales, said: “Our research showed that many of those questioned did not realise just how much our summer programme could offer – whether it’s walking, photography, cycling, culture, or time on the water.”

An advertising campaign launching this week will include print advertisements in national newspapers, digital display and a month-long radio push.

“We’ve used fresh new imagery across the brand reflecting the look and feel of today’s Insta-friendly world,
which will be mirrored across the agent portals, collateral and tools as well as in the summer 2021 brochure – to be released later this summer,” added Franklin.

She said the brand was “very much looking forward to working closely with travel agents to help broaden our appeal to their customers and a wider audience”.