There’s much marketing work to be done by ski holiday operators if they hope to attract retired silvers to the slopes, a new survey suggests – and a fair amount needed to persuade them to buy adventure trips. Research by Legal & General has found only 3% of over 55s have already skied in retirement and, despite a new found ability to avoid crowded pistes and head there when snow conditions are best, the same low proportion plans to do so.The equivalent for adventure travel are 9% each. As for their holiday choices, Spain (46%) heads the list of destinations already or likely to be visited, followed by Italy (41%), Greece and Portugal (31%), and France and the US 30%).
*One notable exception is Big White in British Columbia, which for the past five years has been running “Masters Weeks”) for seniors. The associated image shows two participants enjoying a powder day)
