Inghams has repositioned its Lakes & Mountains brand to become more of a special interest holidays provider.
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”.