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.”
