In the immortal words of Eddard Stark, ‘Winter is coming’, but with the cold drawing in, many Brits are looking to escape to sunnier climes. Based on Mail Metro Media’s latest research piece, they examine why, when, where, and how holidaymakers are chasing the winter sun in 2024/25. 

Meet Shauna, our Senior Paid Digital Specialist. With her extensive knowledge of the digital landscape, Shauna uses her expertise to optimise campaigns for maximum impact, ensuring our clients achieve their goals effectively and efficiently.

As the travel industry now looks to navigate the potential shifts in consumer confidence and spending power, we’ve taken a unique approach: examining how past budgets have historically influenced demand and sentiment.

For too long, the marketing industry has relied on demographics to define the over-50s market. But when it comes to marketing to this savvy group of holidaymakers, it’s time to look beyond simple labels like age, income, and gender.

With the number of centenarians in England and Wales increasing by 31% in a decade and people generally living longer, healthier lives, it’s never been so important to challenge stereotypes around ageing.

In an era where digital transformation dominates media consumption trends, one age group stands out for its unique habits: the over 50s.

For too long, the marketing industry has relied on demographics to define the over-50s market. But when it comes to marketing to this savvy group of holidaymakers, it’s time to look beyond simple labels like age, income, and gender.

The Future of Media London event offered key insights from industry leaders on how to navigate this complexity, exploring topics such as data-driven strategies, incrementality and creative innovation. Here are our top key takeaways.