United Kingdom
United States
Asia Pacific
Explore targets younger travellers
Adventure holiday specialist Explore is poised to target the younger market after admitting its client base is getting older.
The move is further evidence of a shift in consumer buying habits with the over 50s increasingly chasing adventure and activity.
Explore managing director Simon Tobin said the ‘grey market’ was its fastest growing sector while the younger market was a ‘challenge’.
“We are seeing older customers seeking adventure and prepared to spend money on altruistic things rather than material goods,” he said. “Basically, they are prepared to spend their children’s inheritance. Our challenge is not turning off the younger market and that will be a focus for us.”
The strategy follows a strong half-year performance from Explore, which forms part of Holidaybreak’s adventure holidays division. Sales are 20% ahead of last year, reflecting a relatively stable political climate and the general growth of the activity sector.
Tobin said the operator would continue to segment its product range and target specific markets.
“We want to penetrate totally new markets and that is done by segmentation,” said Tobin.
The same business model is likely to be adopted by Djoser, the Dutch adventure holiday specialist acquired by Holidaybreak in December.
Meanwhile, online sales are continuing to rise with 18% of Explore’s business now coming through the Internet.
Report by Steve Jones
Related News Stories:
Bubba O’Keefe on Clarksdale’s Vibrant Music Scene
Commemorating Elvis and Embracing Tupelo’s Culture with Jennie Bradford Curlee
Craig Ray and the Expansion of the Blues Trail
Presenting Mississippi’s Cultural Trails with Katie Coats
Robert Terrell: A Journey Through BB King’s Influence
Rochelle Hicks: Celebrating Mississippi’s Musical Legacy
Exploring Jacksonville with Katie Mitura: The Flip Side of Florida
Tricia Handley-Hughes of Inteletravel announces the location for the TravelQuest 2025 conference
Insights from James Ferrara on Inteletravel’s Growth and Future
Tricia Handley-Hughes on Inteletravel’s Growth and Challenges
Tony from Gatto’s Pizza on Columbus’s Unique Pizza Trail
Sophia Hyder Hock on Global Social Inclusion in Tourism
Dozens fall ill in P&O Cruises ship outbreak
Woman dies after getting ‘entangled’ in baggage carousel
Turkish Airlines flight in emergency landing after pilot dies
Boy falls to death on cruise ship
Protestors now targeting Amsterdam cruise calls