Don’t Call Me Old!
What to expect in our upcoming white paper.
For far too long, the marketing industry has relied on simplistic demographics to define the over-50s market. But when it comes to this savvy group of holidaymakers, it's time to move beyond basic labels like age, income, and gender. After all, no two 60-year-olds are alike - even if their earnings are similar.
At Accord, we’re challenging these outdated assumptions. We've gone deeper, exploring the life choices, attitudes, and personalities that shape this diverse group. Most importantly, we've focused on what matters most to travel businesses: holiday behaviour.
In association with Opinium, our latest white paper answers some key questions:
What are the top holiday types for the over-50s?
How large are these groups, and what are their booking lead times?
Do cruise enthusiasts share the same interests as villa holiday lovers?
Where are solo travellers most likely to go?
For a sneak peek, here are five key insights to whet your appetite:
A surprising 17% of this group still have young children under five at home.
More travellers book their holidays less than a week before departure than those who plan a year in advance.
Despite assumptions of financial ease, only 10% consider themselves ‘very comfortable’. The largest segment (60%) describe themselves as ‘comfortable’ but indulge only occasionally.
Solo travellers are just as likely to take city breaks as they are to join group tours.
Many of their travel preferences mirror the wider population: short-haul trips to Spain, long-haul to the USA, and time spent relaxing with family and friends.
To learn more about the evolving holiday habits of this all-important audience, check out our white paper, Don’t Call Me Old!, which launches on November 4th, 2024.
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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.
