The new sections, which managing director Maria Whiteman said would enable the operator to “reposition” its brand and “better curate” its touring and accommodation offerings, will debut as part of the operator’s Worldwide Holidays 2017-18 and Europe and The Mediterranean 2017-18 brochures, which hit shelves this month.

Among the newly added segments will be Go For It, which will be used to classify Saga’s range of “soft- adventure” touring to long and short-haul destinations for groups up to 15, while Discover will help showcase the operator’s choice of exclusive tours that enable travellers to visit a destination’s most famous sites.

Meanwhile, Saga’s newly curated Stay and Explore category will offer travellers “flexible itineraries” with the option to choose excursions and add transport hire.

On the accommodation side Whiteman said the operator had developed a new hotel classification, Unwind, which she explained would be split into two options – “Classic” offering more “traditional-style” Saga properties and “Select”, which would feature “smaller, more boutique” accommodation.

Whiteman said the changes to how the operator classified its product followed “extensive research” into which type of holiday experiences the over-50s market desired.

“A lot of that age group is after real, authentic experiences, so by segmenting our product this way it can help showcase the diverse range of holidays we offer,” she told TTG.

“I turned 50 this year and previously wouldn’t have really considered a Saga holiday myself, so that’s the problem we have got to tackle with customers at the younger side of the market. The new ranges will help bring the product to the forefront.”

Whiteman added that the trade would be a “key channel” for selling and introducing customers to the new style of categorisation, adding they would help agents and Saga achieve its goal of increasing trade sales by 60% year-on-year by January 2018.