Inghams revamps Lakes and Mountains for over-50s

Inghams is repositioning its Lakes and Mountains brand as a special interest holiday provider, aimed at the ‘changing 50+ market’.

The operator has introduced a brand refresh, with a new feel and tone, fresh, modern imagery and a key focus on its core product under the new campaign strapline ‘your passions, your holiday’.

A spokeswoman said the operator wanted to reach a wider audience.

The campaign, which launches this week, will include print advertisements in national newspapers, digital display and a month-long radio advert on Smooth, Classic and Heart FM.

Inghams said it is repositioning the Lakes and Mountains brand after research showed customers wanted the provide to put their ‘passions and interests at the heart of its holiday offering’.

More than 500 over-50s took part in the research. Of those, 75% have been on an ‘interest’ holiday in the last five years, while 82% of 50 to 59-year-olds plan to go on one in the next few years.

The results showed a huge interest in more physical fitness and lifestyle experiences in the over 50s with nearly half (48%) choosing independent walking as their preferred activity to do on holiday, rising to 57% for 50 to 59-year-olds.

Discovering local cuisine appeals to this age group with over three quarters (82%) opting for food and wine experiences.

Inghams head of agency sales Julie Franklin said: "There’s a real appetite amongst the over 50s market for holidays that offer more than just simply a relaxing break away and more people in this age group are looking for something a bit more active or engaging.

"They are open to new adventures and are looking for beautiful landscapes, high quality food, outdoor pursuits, exploring new destinations and sightseeing opportunities.

"Our research showed that whilst our destinations are very much sought after in 2020, many of those questioned did not realise just how much our summer programme could offer in terms of experiences to meet their hobbies, interests and passions whether it’s walking, photography, cycling, culture, or time on the water.

"We’ve used fresh, new imagery across the brand which reflects the look and feel of today‘s Insta friendly world, which will be mirrored across the agent portals, collateral and tools as well as in the summer 2021 brochure which will be released later this summer.

"We have over 85 years of expertise and have used our experience to really focus on giving customers summer holidays that will capture their imagination. We are very much looking forward to working closely with travel agents to help broaden our appeal to their customers and a wider audience."