That was one of the findings of the latest annual survey by the website Silver Travel Advisor, which analysed responses from 500 people aged over 50 – 80% of them over 60. According to its Silver Travel Industry Report 2017, 56% of over-50s generally deal directly with tour operators, of which 40% book online and 16% prefer to speak on the phone.

The results show travel agents are used by 30% of respondents, with 15% visiting the agent in person, and 15% by phone or online.

Debbie Marshall, managing director of Silver Travel Advisor, said: “The opportunities are there, but travel companies need to think carefully about which segments they are targeting, which channels they use and how they communicate with them, as well as using age-appropriate creative content and tone of voice.”

Another finding of the report was that the amount over-50s are spending on holidays has increased year-on-year. A total of 48% of those surveyed are spending more than £3,000pp per year on holidays, with 24% of this group spending more than £5,000pp – up from 22% last year.

Nearly three quarters of respondents reported that they take more holidays now than before they were 50, with 43% claiming they are more adventurous now compared with before they reached 50.

The findings also suggest that, especially among those with good pensions and without serious mobility or health problems, age is no longer a deterrent to travelling.

More than a third of those questioned thought their “good years” of travel would continue until they were at least 80.

More than 80% of respondents said they expect to continue travelling until they are aged at least 75.

Marshall said: “Many over-50s have the wealth, the good health and the keen sense of adventure to make travel their spending priority in their later years.”

Silver Travel Advisor has also collated a digest of industry statistics on the “silver sector”.

The over-50s account for 76% of the UK’s wealth, with 68% of over-55s describing themselves as financially comfortable and more than one in 10 pensioners having total wealth worth more than £1 million.