More than a third of over-50s plan to take an adventure holiday in the next year, according to research by Silver Magazine.

Speaking at the Silver Marketing Summit in London, founder and managing editor of Silver Magazine Sam Harrington-Lowe revealed 38% of over-50s plan on taking an adventure holiday in the next 12 months.

Adventure was the most popular holiday type, beating cruise, all-inclusive or package trips.

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Boomers are eschewing the traditional cruise holiday in favour of exploring the world with a backpack or in a camper van. While the stereotype of the boomer traveller is a luxury cruise trip funded by housing market gains, people aged over 60 who spoke to the Guardian felt privileged to be able to take the shoestring approach usually associated with younger people.
Debbie Marshall quotes “the pandemic has definitely played a part in an explosion of bookings for 2023. Suddenly that window of opportunity feels a whole lot shorter. There’s definitely a pent-up demand for big breaks,”.


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The Silver Marketing Association is holding its annual summit on June 28 with the aim of teaching companies “how to put the silver audience in the heart and mind of today’s marketers”.
Taking place at the Cavendish Centre, London, the all-day event will feature speakers and networking sessions for businesses and individuals interested in marketing to older consumers.
Travelzoo’s Cat Jordan and Silver Travel Advisor’s Lisa McCauley will sit on a panel discussing travel and lifestyle behaviours during and post-pandemic.
Other speakers include marketing experts from Saga Magazine, Google, Global and Channel 4.

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Silver Travel Advisor founder Debbie Marshall has launched a B2B membership organisation to “connect and inform” businesses marketing to older consumers.
The Silver Marketing Association will be open to companies and individuals, and aims to build on its predecessor, the Mature Marketing Association.
It said it was “passionate about ethical marketing” and would “call out discrimination and ageism as well as creating a public voice for its members”.

Marshall founded mature travel reviews and advice site Silver Travel Advisor and owned the business until its sale to current managing director Lisa McAuley in 2021.
Speaking about the launch of the new association, Marshall said: “This growing sector of the market is highly influential. Yet despite the fact that there are more people in the UK aged over 60 than under 18, many businesses are not engaging effectively with older consumers.

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