Accord Marketing has released a new white paper, ‘Don’t Call Me Old!’, which analyses the UK’s over-50s travel market in-depth. The paper challenges common assumptions about this demographic, highlighting the complexity of their travel preferences and motivations beyond simple age-based categories.
This white paper challenges this conventional approach, offering a fresh perspective by examining these travellers’ unique cultures, psychologies, and preferences. Moving beyond viewing age as a singular marker, this research delves into their values, interests, and identities, providing a nuanced understanding of a market often underestimated in its complexity.
Key findings from the white paper include:
A refined perspective of the over-50s
Many approaches to this market rely on simple age-based segmentation, which can overlook this demographic’s wide-ranging interests and lifestyles. In ‘Don’t Call Me Old’, Accord Marketing identified personas like activity adventurers, beach relaxers, and city explorers – each with distinct travel habits and motivations that offer a more accurate understanding of who they are beyond just their age group.
The real motivations and destinations for over-50s travellers
While relaxation remains a key motivator, findings reveal that many over-50s prioritise experiences like cultural exploration, adventure, and even culinary pursuits. Whether it’s beach breaks in Spain or city escapes across Europe, their destination choices defy traditional assumptions and reveal a broader set of travel goals and interests.
Insights into preferred brand connections
This audience values authenticity, integrity, and a sense of familiarity with the brands they engage with. Research shows that this audience is drawn to figures and brands known for resilience and unity, such as David Attenborough or Michelle Obama while preferring to avoid superficial or overly divisive messaging. This insight highlights the importance of genuine, thoughtful engagement.
Key insights across travel segments
From group tourers to villa retreat seekers, the white paper explores the unique preferences of each segment, revealing what truly drives their travel choices. For example, accommodation quality is a high priority, indicating that comfort and amenities are often as important as affordability when selecting where to stay.
The whitepaper combines both qualitative and quantitative insights, providing a balanced and data-backed understanding of this group’s travel preferences. This research challenges common assumptions and offers a foundation for a more informed, empathetic approach.
Please contact Jasman Ahmad, Strategy Director at Accord Marketing, to learn more.
