Advantage Travel Partnership is to launch a training programme this autumn to help members capitalise on the expanding over 50s market.
Designed in partnership with Silver Travel Advisor, which is a one-stop shop for travel information and advice for older travellers, the courses will be taught in classrooms and also online.
The aim is to educate agents about the changing needs of holidaymakers as they progress through their 50s, 60s, 70, 80s and 90s to help bring in more leads.
Debbie Marshall, founder of Silver Travel Advisor, said the over 50s make up 43% of the population and the market is growing by 17,000 every week.
"As a travel business we have to think about how we cater for people as they grow older," she said.
"Silver Travel Advisor has done a lot of research into how to speak to this market, the dos and don’ts and also looking at the sorts of holidays they want rather than the type of holidays you think they want."
Advantage head of marketing David Forder said: "Many of our newer members are young entrepreneurs who might not be selling to this market yet, but they could be. This is about providing our members with additional resources."
Silver Travel Advisor’s research has also found that a quarter of people over 50 would like to book face to face or over the phone with a travel agent.
"They value that personal contact and the reassurance of booking with someone they trust," added Marshall.
Once agents have completed the training they will become accredited Silver Travel advisors and receive marketing material to use in their shops and online. A list of accredited agents will be included on the Silver Travel Advisor website.
Advantage members will also receive a special edition of the Silver Traveller magazine, 22,000 copies of which are being produced specifically for Advantage.
