Understanding the older traveller: Insights from industry experts

Nov 11, 2025

Understanding the older traveller: Insights from industry experts

Jasman Ahmad

Strategy Director

Jasman Ahmad

Strategy Director

Jasman Ahmad

Strategy Director

The 50+ travel market is booming and evolving. To help brands and marketers truly understand this dynamic audience, our Strategy Director, Jasman Ahmad, shared findings from our latest over-50s travel research at The Silver Marketing Association’s recent webinar, alongside leading voices in the travel industry.

Why you should watch the webinar

This expert panel delivers original insights that challenge stereotypes and uncover opportunities for growth in the silver travel economy:

Jasman discussed Don’t Call Me Old!
A white paper that redefines how we view the 50+ traveller, exploring their unique motivations, psychologies, and preferences. Jasman’s research dismantles outdated assumptions and offers actionable strategies for authentic engagement.

Carolyn Ray, CEO, JourneyWoman - Invisible No More: The Ageless Adventuress
The most in-depth study of its kind, featuring insights from over 1,630 women aged 50+. Discover their travel preferences, spending habits, favourite destinations, and purchasing behaviours.

Melissa Mitchell, Executive Director, Global Coalition on Ageing - Leveraging Travel as a Catalyst for Healthy Longevity
This report highlights the powerful link between travel and healthy ageing, underscoring its impact on well-being, workplace productivity, and the economy.

The 50+ traveller is not just a growing segment; they’re shaping the future of travel. They’re adventurous, tech-savvy, and value experiences that align with their aspirations. Understanding their motivations and preferences is key to creating campaigns that resonate and deliver results.

This expert panel delivers original insights that challenge stereotypes and uncover opportunities for growth in the silver travel economy:

Watch the full webinar now and discover how to connect authentically with the 50+ traveller.

How well do you know your over-50s travellers?

Since launching our Don’t Call Me Old! white paper, a deep dive into the UK’s over-50s travel market, we’ve helped several brands better understand and engage this diverse audience.

We’ve made it even easier to get up to speed. Our bitesize infographics break down the six key traveller segments, highlighting the unique motivations and behaviours that drive this dynamic group.

Since launching our Don’t Call Me Old! white paper, a deep dive into the UK’s over-50s travel market, we’ve helped several brands better understand and engage this diverse audience.

We’ve made it even easier to get up to speed. Our bitesize infographics break down the six key traveller segments, highlighting the unique motivations and behaviours that drive this dynamic group.

Since launching our Don’t Call Me Old! white paper, a deep dive into the UK’s over-50s travel market, we’ve helped several brands better understand and engage this diverse audience.

We’ve made it even easier to get up to speed. Our bitesize infographics break down the six key traveller segments, highlighting the unique motivations and behaviours that drive this dynamic group.

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