ABTA Conference to Home in on Over 50s Market

Active and adventurous over 50s travellers remain a "relatively untapped" market segment, Azamara's UK marketing and PR chief, Sarah Fowler has said ahead of an ABTA event focusing on the demographic

Now in its fourth year, Abta’s Over 50s Traveller conference in London on 25 September, of which TTG Media is once again media partner, will aim to equip delegates with the information to “inspire and connect” with a type of holidaymaker “not defined by age, but by their interests and activities”.

Set to speak at the event, Azamara’s Sarah Fowler told TTG “cruising would traditionally have been seen as more about relaxation than adventure”, but stressed how an expansion of pre- and-post voyage tours and excursions had helped her line and the market to attract new guests.

“Cruising offers many benefits, particularly in the case of a couple that may want slightly different things from a holiday,” she explained. “One person can stay onboard and relax while the other enjoys an active shore excursion in-port.”

Fowler added the over 50s market was “absolutely essential” to Azamara, with 55 the average age of its guests.

“These customers have more time and disposable income to travel and are willing to spend on high-quality, immersive travel experiences,” she said.

During the event, at the UK Chamber of Shipping, delegates will hear from mature travellers, bloggers, accessibility experts, marketers, destinations and tour operators, among others.

Sessions include a dive into the booking habits and changing preferences of the over 50s, analysing which channels to engage with them on and how travel brands should tailor their marketing.