A new upmarket travel brand launches to the trade this week aimed at consumers aged 50 to 65.
Travel High50 has been developed by High50, an online portal aimed at engaging contemporary 50-plus customers through ‘customer insight, compelling content, partnerships and e-commerce’.
It was set up in 2011 by entrepreneur Robert Campbell and former national newspaper editor Stefano Hatfield.
Based in London, it now has a team of 20.
Bookings for its new direct-sell travel business will be powered by Lowcostholidays, focusing only on three-star and above.
Each holiday is operated either by Lowcostholidays or a third party partner, each with their own bonding arrangements.
Third party partners already signed up include Uniworld, Insight Vacations, Belmond, Arblaster & Clarke, and Azamara Club Cruises.
High50 Travel managing director Chris Woodbridge-Cox said it was looking to work with more high end specialists ‘across the full spectrum, from city breaks to beach holidays, cruise to ski trips’.
It will also offer a range of unique special offers, including free city tours, half-price airport lounge access and six free bottles of wine on booking.
"Traditional methods of targeting a 50-plus demographic don’t take into account a more youthful mindset," he said.
"This age group takes an average of three holidays a year and makes up 80% of the UK’s spend on luxury travel.
"The timing is perfect after the April pension reforms, which give a chunk of our clients access to funds they would not previously have had the freedom to spend."
Woodbridge-Cox was general manager at Unijet for Europe, Asia and Africa, GM at Virgin Sun, managing director at Club Med UK and later Club Med Germany.
High50 Travel launches to the trade today with a consumer launch planned for Boxing Day.
