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.

In the ever-evolving landscape of digital marketing, content remains king. At Accord Marketing, we’ve seen firsthand how content marketing continues to play an integral role in SEO strategies for businesses across industries, especially in travel.

Our Strategy and Research Executive, Anna, combines fresh perspectives with a strong analytical foundation to develop innovative marketing strategies for our clients.