Debbie Marshall from the Silver Travel Advisor will be making her debut in the Keynote Theatre. She’ll be discussing what kind of travel innovations lie ahead which will help the older generation to continue travelling throughout their later life.
What are the main challenges when marketing to over 50s?
The average age of marketing teams is around 30 years, and advertising teams are often younger, so it can be hard for them to understand what it is like to be older and the requirements of the over 50s, and especially the over 60s and over 70s. For people aged under 30, anyone over the age of 40 is old! At Silver Travel Advisor, we offer training for sales and marketing teams to better understand and communicate to the older market. This covers areas such as content for advertisements and ensuring the right tone of voice. Older people hate to be stereotyped (bland and beige) or patronised (“isn’t she marvellous for her age?”). It’s also worth remembering that while the over 50s are becoming digitally savvy, and especially when it comes to social media, they are also very responsive to more traditional marketing such as print and direct mail.
Is there a trend in the types of holidays over 50s are taking in the last 12months?
We are seeing a growing trend towards more adventurous and active holidays, as silver travellers want to explore the world in a way that defies previous older generations. We’re seeing a real shift in older people seeking holidays which combine luxury with off-the-track adventure. These are people who have all the possessions they could possibly want, and for whom experiences are now key, with authenticity at the heart.
Other trends are in the area of solo holidays, with the increase in divorce rates, as well as for those people who are choosing to go solo if their partner or husband is no longer interested or able to travel as a couple. Multi-generational holidays are also on the increase with grandparents celebrating big birthdays and anniversaries by spending quality time with their grown-up children, grandchildren and extended families. They are often the ones paying too!
What can visitors take away from your session at British Tourism & Travel Show?
I hope that they will better understand the diversity of the 50+ market – the over 50s cannot be categorised into one broad group and there will be an opportunity to look at the different market segments and what their motivations are. Also, a chance to get a few tips and suggestions about how to reach older people in a compelling and effective way.
What’s your favourite holiday destination in the UK and why?
I recently discovered the north Norfolk coastline and have become completely enamoured with the incredible beaches of golden sand and very few people on them. It’s a bit of a journey to get there, but the effort is rewarded with incredible views, and a dose of wildlife and nature which is always a tonic.
Why should the travel trade attend events like the British Tourism & Travel show?
This kind of event is a great way to network and meet new people, attend some interesting and relevant sessions. What’s more, a day out of the office is a great way to recharge the batteries and get new ideas and thoughts bubbling.
Debbie Marshall’s session titles ‘Travel trends for the over 50s’ will take place in the Keynote Theatre on Thursday 21 March at 2.15pm – 3pm.
British Tourism & Travel Show returns to NEC Birmingham on 20-21 March 2019. To register for a free trade ticket, please visit www.eventdata.uk/Forms/Form.aspx?FormRef=BTT39Visitor .