The changing demands of over-50s travellers and how to avoid ageism and stereotyping in marketing campaigns will be two of the key topics at Abta’s Over 50s Traveller conference.
The one-day event, now in its fourth year, takes place on 25 September at the UK Chamber of Shipping in central London, and focuses on how travel companies can better cater for this growing group of holidaymakers. TTG Media is media partner for the event.
The conference, which will be moderated by Sally Winfield, chair of The Mature Marketing Association (MMA), will feature speakers from destinations and tour operators, as well as mature travellers, bloggers and accessibility experts.
They will include Debbie Marshall, managing director of Silver Travel Advisor, Lisa Warner, Abercrombie & Kent’s director of marketing, Aled Evens, head of business development for Undiscovered Destinations, and Titan Travel’s marketing director Lisa Edwards-Webb.
Subjects in the spotlight will include understanding the key differences between the various age brackets within the over-50s market so that travel firms can appeal to a wider range of ages, interests and abilities.
There will also be advice on how to tailor marketing efforts to attract different demographics and the best channels to reach over-50s including social media, print media, email, digital advertising and radio. Working with influencers and blogs will also be under discussion.
Lara Crisp and Aideen Clarke, from Gransnet, an online community for the over-50s, will be talking about how travel brands can avoid the most common marketing mistakes, find their target audience and improve their engagement with consumers.
Another key topic will be managing accessibility requirements for older customers to ensure holiday portfolios become more inclusive.
This includes tackling issues such as catering for mixed ability groups and clients with “hidden” disabilities, as well as providing clear information about the accessibility of the holidays on offer.
A limited number of free places are available for Abta member travel agents including senior managers, team leaders and business development teams. Email email@example.com for more information.
Rates for Abta members and partners are £255 plus VAT, while non-members pay £375 plus VAT.