The Over 50s Traveller – London

    25 September 2019
  • Venue:
    The venue will be confirmed at least 2-3 weeks in advance of the event.
  • Location:
    Central London
  • Book online

Event details

Now in its fourth year, ABTA’s over 50s conference will help you to understand, inspire and connect with the over 50s traveller. 

What are the fastest growing product trends for mature travellers? Take the opportunity to hear from our expert panel of mature travellers, bloggers, accessibility experts, marketers, destinations and tour operators. Increase your understanding of the needs of the mature traveller and how you can better market accessible products to this key customer base. Learn from other brands about how to connect with mature travellers who are not defined by age, but by their interests and activities.

About the event

People now travel well into old age with varied interests, an appetite for adventure and a high level of disposable income. There is an incredible opportunity for travel businesses who get it right.

Given the size and scope of this demographic, we will segment the market, looking at challenges and opportunities for 50-59, 60-69, 70-79 and 80+ customers. How does the purchasing and consumer journey vary? What does each age bracket expect from their holiday? 

ABTA’s annual Over 50s Traveller conference will focus on how the over 50s consumer market is changing. Given that the over 50s are now the fastest growing adopters of technology and social media, it is vital you re-think the older consumer in order to reach them. How can you better tailor your marketing? And which PR, print, digital and social channels should you use and when? 


  • Over 50s trends, booking habits and changing customer preferences
  • Why is the over 50s sector important and what is the opportunity? 
  • Product trends – the rise in active, adventure and educational holidays, skip-gen travel, solo travel and gap years
  • Tailoring your marketing to appeal to different demographics and segmenting the over 50s market 
  • Using the appropriate channels to reach the over 50s marketing – social media, print media, email, digital advertising, radio
  • Working with influencers and bloggers 
  • Managing accessibility requirements and moving towards inclusion in your holiday portfolio. 


  • Moderator: Sally Winfield, Chair, The Mature Marketing Association 
  • Debbie Marshall, Managing Director, Silver Travel Advisor 
  • Jennie Carr, Creative and Communication Director, Silver Travel Advisor
  • Graeme McKenzie, Director, Let’s Talk Ageing 
  • Carolyn Spinks, Chief Operating Officer, ABTOI UK
  • Komal Helyer, Marketing Director, Pure360 
  • Cat Jordan, Communications Director, Travelzoo

A full list of speakers will be announced in due course.

Benefits of attending

  • Understand differences between age brackets from 50-59, 60-69, 70-79 and 80+. 
  • Learn about the fastest growing product trends for mature travellers
  • Learn how to improve avoid ageism and stereotyping in your marketing and advertising 
  • Extend your relevance across 50+ age groups and ensure you cater for different ages, interests and abilities in your product portfolio 
  • Network with travel agents and tour operators who sell holidays to the over 50s market

Who should attend?

Travel organisations who sell holidays to the over 50s and those looking to develop their market. The following teams will attend: 

  • Directors, CEOs and senior managers
  • Marketing, sales and product teams
  • Operational and customer support teams.

Event prices

ABTA Member/ABTA Partner* rate – £255 plus VAT 
Non-Member rate – £375 plus VAT 

A limited number of complimentary places are available for travel agents. Email for more information. 


Book three places and get 50% off the third place.
(This discount will be automatically applied when you book online.)

If you are looking to book for a larger group please contact for a bespoke discount.

Other information
Non-Members are welcome to attend. For information about becoming a Member click here.
View our booking terms and conditions here.

*To qualify for the ABTA Member/Partner discount you must have a current ABTA Member/Partner number or your application must be in progress when the event takes place.

Event sponsorship

Event partner 

The UK population has aged and is ageing, with more people in the UK aged over 50 than there are under 18.  Consumer spending is following this trend by growing faster within the ‘mature’ market than any other sector. Businesses know and recognise this as a huge opportunity.

And yet treating them as one large aggregate group fails to recognise that this diverse, experienced and sophisticated audience has many different values, interests and lifestyles - all of which directly influence their buying habits.

The Mature Marketing Association strives to be the voice for this important but often under exposed area of marketing - by promoting best practice advertising, facilitating networking events and investing in thought-provoking research and data.


Founded in 2001 we are a UK based email and website Marketing Automation provider.  We help travel companies recover, re-engage, and inspire consumers at the moments that matter. Our unique combination of best of breed technology and our email maturity model allows us to work with travel marketers to take them on a journey of improving results through implementing cutting edge strategic campaigns. We work with over 1000 brands including Blue Bay Travel, Park Holidays, Lake District Hotels and Visit Blackpool.


Travelzoo® provides our 28 million members insider deals and one-of-a-kind experiences personally reviewed by one of our deal experts around the globe. With more than 25 offices worldwide, we have our finger on the pulse of outstanding travel, entertainment and lifestyle experiences. For over 15 years we have worked in partnership with more than 2,000 top travel suppliers—our long-standing relationships give Travelzoo members access to the very best deals.

I want more information about this event

Contact us for more information about this event.

Event partner