Is your travel brand guilty of being too focused on targeting younger people?

Last week we heard how the over-50s have upped the amount they spend on holidays by 23% in the past five years, compared to just 5% from the under-50s.

This week, new research by Mailjet has revealed that 27% of consumers over the age of 55 feel brands are too focused on targeting younger people.

Millennials have long been the primary target for travel brands, but there could be an argument for dedicating a little more time and marketing budget to the baby boomers.

Econsultancy highlights a couple of travel brands who have profited from giving older travellers due attention:

Saga Holidays

Saga Holidays, of course, specialise in travel for the over-50s, but Econsultancy notes that it's "pretty innovative" in terms of its marketing.

However, it's only innovative in the sense that it doesn't assume older consumers are technophobes, with less than a tenth of people in the over 50s group using travel brochures over online methods to research holidays, according to Mailjet's research.

One of the things that makes Saga Holidays stand out is its willingness to implement travel technology into its marketing, enabling it to send out personalised and relevant content on social media and in emails.

With nearly two-thirds (65%) of older travellers saying they are more likely to book a holiday with a company that offers deals via email, it's a wise move to not patronise its customers with diluted marketing messages.

Warner Leisure Hotels

Warner Leisure Hotels is another travel brand that is clued-up on the preferences of older consumers, readily offering discounts and deals on its website – there's even a dedicated 'offers' section.

Currently, the website is pushing the firm's big autumn sale, reflecting how older consumers might prefer travelling during off-peak times, when children have gone back to school, meaning prices are more reasonable.


L'Oreal isn't a travel brand, of course, but the industry might be able to learn a thing or two from it when it comes to marketing to the over-50s age group.

Its 'Golden Age' campaign, fronted by Helen Mirren, dares to suggest that women might actually want to look their age, rather than try to reverse the ageing process.

Mirren is perfect person to deliver this message, with her reputation for refusing to bow down to the pressures placed on women in the media.

The advert uses language to empower older women, highlighting how it can feel liberating to grow older, promoting the fact that there is no 'perfect' age.

For many travel brands, they are right to prioritise millennials, who take an average of 4.2 trips per year, compared to 2.9 trips for older generations, as per figures from the Adventure Travel Trade Association.

However, the older generation shouldn't be forgotten about, on the presumption that are still researching and buying travel via traditional means. As Mailjet's findings prove, they're not. For many in the over 50s group, technology is just important to them as it is the younger generation.

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