Travel agents are reporting that clients in the 60-and-over bracket are enjoying a rather extended youth and booking more adventurous trips to multiple destinations this year.
A trend coined the ‘Golden Gap Year’, the older generation is booking longer and more ambitious trips and the travel industry is growing its offerings to cater for this market. Whether it’s Interrailing across Europe or island-hopping around the Caribbean, golden gap year travellers are living life to the fullest.
According to Saga’s most recent travel trends report, the squeeze on living costs doesn’t seem to be affecting the travel plans of those in the 55-plus age bracket. Out of the 60% of people surveyed in this group who had booked to travel in 2024, 34% had multiple trips planned for this year.
The report also states that by 2027, some 15 million people will be in ‘active retirement’ leading to more older people working nomadically (a trend not just for Millennials, it seems).
Golden Gappers
For many, turning 60 brings a new-found freedom. The kids have flown the nest, retirement is in reach and – touch wood– they are still relatively healthy and active.
Recent research commissioned by Fred Olsen Cruise Lines shows that 42% of over-55s are feeling more adventurous than ever and this has resulted in a spike in grown-up gap year experiences being booked.
The report also showed that 37% of retirees surveyed described themselves as adventurous and three in 10 claim they travel more now they are retired than they did previously. And why not. A golden gap year is a post-career reward, a chance to seek out new adventures, tick off bucket list experiences and explore the world, often in relative luxury.
Travel agents can tap into this lucrative market by tailoring their recommendations to meet the needs of older clients seeking adventure and by working with operators who know the solo travel market well.
“We place a strong emphasis on creating a welcoming and inclusive environment for our silver solo travellers. Our tours are led by experienced hosts who are sensitive to their needs and preferences,” says Lorne Blyth, Founder of Flavours Holidays.
“We design our itineraries to ensure comfort and enjoyment, providing ample opportunities for social interaction as well as personal time. We also offer single occupancy accommodation without charging an additional fee.”
Silver Solos
Leading the charge is the Silver Solos, those older travellers who are enjoying or approaching retirement and choosing to sometimes travel alone. Saga has seen a 20% increase in solo travellers booking holidays for 2024 over last year. Long-haul escorted tours are the most popular trips with a 42% increase in bookings for this year, while cruises remain the most popular option with solo women and the over 70s.
“At Flavours Holidays, we’ve seen a significant increase from the 60-plus solo market,” says Blyth. “It’s a growing demographic which really values travelling independently, but also enjoys the safety and companionship that our guided tours provide. I think this spike in interest reflects a broader trend of active and adventurous lifestyles among the 60-plus.”
If the research figures are correct, more and more people in the 60-plus age bracket are keen to explore new destinations, want to try new experiences and also meet like-minded travellers.
Rebecca Smith, Head of Product for Wendy Wu, says: “Our Christmas Collection is in high demand amongst our solo travellers. The festive season shared with a like-minded group is truly unforgettable.
“We have also reserved dedicated departures on our most popular tours in Japan, China, India, Sri Lanka and Southeast Asia exclusively for solo travellers who prefer to share their wonderful holiday experiences with a ready-made group of like-minded solo travellers.
“Every group tour has the option to share with another solo of the same gender or guarantee your own single room throughout, often with deals like our free or half price single supplement.”
Work with specialists
Cruises and escorted tours are always popular and offer a myriad of interesting itineraries from walking the Great Wall of China, cruising the Norwegian fjords to a rail trip through the mountains of Switzerland.
Working with a reputable tour operator who understands the solo travel industry is key as they can advise on what your client can expect prior to the trip and advise on local experts and knowledgeable leaders of the tours.
“One of our USPs is that our office team have a lot of experience working with older clients,” says Colum McLornan, Director of Friendship Travel. “They understand their needs and requirements and can provide a more personalised service.
“For example, we know that good flight times, door to door transfers and on-site support is important, and that’s something we can offer.”
Not only do this demographic have more time on their hands, more freedom to do what they want, when they want, but they also have more money to do it.
According to the Saga report, older age groups tend to have larger budgets with the over-55s spending an average of £4,800 per person on holidays in 2024.
Whether you want to sell an escorted tour to the Great Wall of China, a guided trek through the jungles of Costa Rica or a pilates retreat in Marrakesh, agents can work with solo specialist tour operators to get the best deals for their clients.
“We’ve noticed that Friendship Travel’s over-60s market are looking for trips with additional activities, skill-building classes and exciting excursions,” says Colum. Portugal and Kenya are always popular destinations, while our new Bali tour was added after requests from clients. We’ve also new painting trips to Casa Rosa, our property in Portugal, due to its popularity with the older market.”
Agents should build relationships with tour operators like Flavours Holidays and Friendship Travel, who specialise in activity holidays including cooking and photography and can provide niche sector advice.
