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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
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