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Saga capitalises on adventurous seniors
Over-50s operator Saga Holidays has increased its number of packages on offer to the African continent after research showed older travellers are more adventurous than ever before.
A recent survey of 1,000 Britons found that 65% of the over-50s would like to go on a safari and 60 per cent would consider taking time out to travel the world. The most admired people of that age group are Sir Richard Branson, 54, for his thirst for new challenges and Sir Mick Jagger, 61, for his eternal youth.
Saga has added Tanzania, Botswana, Libya and Zambia to its new programme and is offering cruises, beach stays, archaeological explorations and safaris.
Saga director Peter Bettley said there had been a significant change in attitude in recent years among middle-aged and older travellers.
“We have images of older holidaymakers from past generations sitting on the promenade and knitting,” he said. “Now they want to visit a rainforest, trek in Nepal or go on safari. Around 20% of our clients want an adventure holiday compared with around two per cent five years ago.”
Mr Bettley said people over 50 usually have a high degree of disposable income, often because they have paid off mortgages, but they also have different attitudes to their parents.
“Many of these people were born in the 1950s and grew up during the hippy revolution of the 1960s and early 1970s. Social values changed enormously and today’s over 50s don’t want to fit into the stereotype of the older person who stays at home and passes on all their wealth to their sons and daughters.”
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