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Zorbing, salsa and 'walking rugby': Bourne Leisure details the new ways to sell to the mature market

Focus on the baby boomers – Louise Tansey, national sales manager of Bourne Leisure, explains how and why to sell to this cash-rich, time-rich generation.

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WarnerZorbing-7new-new.jpg
WarnerZorbing-7new-new.jpg

A report by Abta has established the baby boomer generation (those aged 55-plus) as the only age group that has increased the average number of holidays they book every year.

This demographic also prefers to book staycations, with 37% choosing to secure a break in the UK compared with 35% who go abroad, another report from Mintel and Warner Leisure Hotels found last year.

It also showed that travelling is the biggest priority for over-55s, with 45% saying they want to travel in the next 12 months.

While their taste in holidays can be diverse, the one thing that unites the over-55s is their loyalty to agents.

 

Here are our top selling tips to target the baby-boomer demographic:

 

Look at breaks with a walking element. The second-biggest priority for over-55s is exercise, the Mintel report found. Walking was voted the most popular type of activity with 82% of over-55s staying active this way. Many of Warner Leisure Hotels feature historic grounds to explore and daytime activities including “Walk a Mile with Warner” and “Walking Rugby”.

 

Find breaks close to home. Customers over 55 tend to look for UK holidays within two hours of their homes, so agents should be knowledgeable about their area and what local hotels can offer.

 

Research adventurous options. Out of 698 people aged 55 or over surveyed by Post Office Travel Insurance last September, 27% said they are more adventurous with what they do on holiday now than when they were younger, so keep an eye out for new activities on offer. We recently introduced paddle boarding, abseiling and Zorbing to our hotel portfolio to meet demand for “adrenaline-fuelled activities”.

 

Think about breaks that are educational or include learning experiences. Recent surveys suggest this demographic is increasingly looking for holidays that offer a new experience, such as dancing or cooking classes.

 

Locate high-quality entertainment. The over-55s tend to look for stage shows and great music. Warner Leisure Hotels has launched a new music break for 2016 – “Outstanding Orchestras”, performed by the Royal Philharmonic Orchestra, as well as hosting celebrities on its “Star Breaks”.

 

Consider luxury. This market has a high disposable income and will consider breaks that offer luxury, from award-winning dining to spa treatments and boutique accommodation, so agents should keep their finger on the lux pulse. At Warner Leisure Hotels, we have used guest feedback to develop our product and recently invested in Corton Villages’ new Beach Garden Lodge Suites and Bodelwyddan Castle, which has seen the introduction of new Garden Lodges.

 

Network with local community. Agents can contact local special interest groups such as bowls and working men’s clubs and offer to become their booking agent, which in turn secures higher commission as they tend to travel in groups. Group bookings can also be made for birthdays, anniversaries and reunions, which are popular with this market.

 

Keep an eye on the calendar. Special occasions such as Valentine’s Day and Christmas are regular diary fixtures for the over-55s, alongside the ever-popular theatre and musical breaks. Warner offers a number of breaks themed on these events, such as “Festive Breaks” and new entertainment break “Classical Crossover”.

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