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Over 50s Attitudes to Travel

01 June, 2015 - Source: Above+Beyond

Above+Beyond continue the investigation into the Fortunate Generation, by looking into their travel preferences.

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The Over 50s have the highest share of disposable income in the UK and take the most holidays per year of any age group; but why do 96% feel neglected by advertisers?


Naturally, we had to investigate.  Specifically we found:

  • The 50 pluses do not feel their age and hate being pigeon-holed alongside the saga generation.
  • They love the spontaneity and thrill of last minute holidays.
  • They are behind the rise in multi-generation holidays, as they pay for them.
  • They find authenticity appealing and are open to experiencing new activities and cultures.
  • Contrary to popular belief, the 50 pluses are fearless about tech and love innovation.

There is a lot more detail in our research, but at core it demonstrates that there is a large, tech savvy, adventurous audience with a sizeable disposable income and high demand for travel.  Travel brands need to adapt their approach in order to communicate with this young at heart generation.


If you have any questions, comments, or would like to see the full research piece, please email: Kate@weareabove.co.uk

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