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.

Presented by our Strategy Director, Jasman, alongside specialists from The Kite Factory and Channel 4, the “Beyond the TV Spot: Travel Insight & Inspiration” event provided the audience with a comprehensive view of the key trends shaping 2024.  

Let us share our key findings from the IPA Bellwether Report for Q2 2024 and explore what these emerging trends mean for businesses and marketers alike.

Earlier this year, holiday bookings were reported as falling due to ongoing market pressures and the impact of the cost-of-living crisis. Together with our partners, Opinium, we have conducted an in-depth analysis of the UK public’s attitudes towards travelling this year.