New white paper launch: Don't Call Me Old!
Rethinking travel for the over-50s.
We're thrilled to announce the launch of our new white paper, Don't Call Me Old!, a comprehensive look at the UK's over-50s travel market.
This report challenges the conventional approach, offering a fresh perspective by examining these travellers’ unique motivations, psychologies, and preferences. Moving beyond viewing age as a singular marker, it delves into their values, interests, and identities, providing a nuanced understanding of a market often underestimated in its complexity.
Why download "Don’t Call Me Old!"?
A nuanced view of the over-50s
Most approaches to this market oversimplify by relying solely on age-based segmentation, missing the vibrant diversity of interests and lifestyles within this group. Don't Call Me Old! introduces personas like Activity Adventurers, Beach Relaxers, and City Explorers - each with distinctive travel habits and motivations, revealing a far more dynamic picture beyond age.Understanding true motivations and destinations
Relaxation is often associated with this age group, yet our findings uncover that many over-50s actively seek cultural experiences, adventure, and culinary delights. From beach escapes in Spain to urban getaways across Europe, their travel preferences defy traditional assumptions, illustrating a broader range of goals and destinations.Insights on preferred brand connections
This audience values authenticity, integrity, and connection with brands that feel familiar and trustworthy. Our research shows they are drawn to public figures like David Attenborough or Michelle Obama - symbols of resilience and unity - while preferring brands that steer clear of superficial or divisive messaging. This underscores the need for meaningful, thoughtful engagement.Key insights across travel segments
From Group Tourers to Villa Retreat Seekers, it explores the unique preferences of each segment, revealing what truly drives their travel choices. For instance, quality of accommodation ranks high, highlighting that comfort and amenities are as crucial as affordability. Understanding these priorities can help brands align with what truly matters to over-50s travellers.A data-driven analysis of a complex market
With data from Opinium’s survey of 2,000 UK adults aged 50+, Don't Call Me Old! combines qualitative and quantitative insights for a well-rounded, data-backed understanding of this group’s travel preferences. This approach challenges common assumptions and lays the foundation for a more empathetic and informed engagement strategy.
Rethinking the over-50s travel market
This market is anything but uniform. Don't Call Me Old! sheds light on the varied preferences, goals, and values that shape this demographic's travel decisions. Whether you want to understand this audience better or discover new engagement strategies, this white paper offers valuable insights to build more meaningful connections with the over-50s audience. Download now to learn more.
For more information, please contact Jasman Ahmad, Strategy Director, at jasman.ahmad@accordmarketing.com.
Jasman Ahmad
Jasman is our Strategy Director and responsible for combining creative thinking with factual and statistical data to plan and solve clients’ biggest challenges.
