Targeting the40+ Quality Traveller

About us

Zoë DawesThe Quirky Traveller

@quirkytraveller

Heather CowperHeather on her travels

@heathercowper

Kathryn BurringtonTravel with Kat

Gary BembridgeTips for Travellers

For the 40+UK Quality Traveller

Why target the 40+ traveller?

A growing market“The UK’s older population is growing at the fastest rate, accounting for 17% of our population today, but is expected to rise to 23% by 2035, so older travellers will continue to dominate the tourism offering at home and abroad.”Travel Trends 2012

“In 2013 the baby boomers (those aged 55-64) were the only age group to experience growth in the average number of holidays taken per person.” ABTA Travel Trends 2014

Why target the 40+ traveller?

Affluent Internet-savvy“People over 50 are the highest spending and most prolific long-haul-travellers.”Ian Smith, group CEO of Page & Moy Travel Group

Older travellers are, “ … more likely to book their whole trip online than travellers under 45 years of age, with 2/3 taking to the internet compared to 57% cent of the younger group.”Travelsphere, in partnership with Mintel Research Consultancy

Top 10 Social Media Platforms by Age 2014

Global Webindex Q4 2013

Travelator campaign for South Tyrol

Heather, Abigail, Zoë

Outdoor activities

Architecture & Design

Food & Wine

• 12 Articles + 2 videos with 6500+ article/video views

• 34K photo views in first 3 months

680+ Social media posts

from 3 bloggers

across 5 platforms

generating

Est 4.9M OTS

4500 interactions#insouthtyrol

The Quirky Traveller goes to Dundee

Invited by Visit Scotland #tastescotlandwww.thequirkytraveller.com

Food is cool!‘When travelling and on holiday we all like to think that our experience is authentic to the destination. How much more real can you get than by eating local food cooked by a local in their own home, or being taken to a restaurant which isn't featured in the guide books?‘

World Travel Market and EuromonitorInternational report

Culture is sexy!

Trips linked to arts and culture are the most popular among travellers in 2014.

World Travel Market and Euromonitor International report

Travel Experiences

Heather climbs a Via Ferrata in South Tyrol

Kat goes on a Husky Dog ride with Hurtigruten

Gary – Mum goes skydiving in Las Vegas aged 70

“Travellers increasingly want to engage and get under the skin of the country they visit.”European Travel Trends 2014

Lauren Bath – Northern Lights Instagram trip for

Explore Inari-Saariselkä, Finland

Food Experiences

Heather - Paris market tour with Viator

Zoë – Farm to table at Prezthof farm, South Tyrol

Kat ‘Eating Dubai’ with Dubai Tourism

The Travel Mob campaign #tasteljubljana

“You may not remember the name but you will certainly remember the experience.”Karl Meir, PretzhofFarm, South Tyrol

Cultural Experiences“Trips linked to arts and culture are the most popular among travellers in 2014.”

Survey of American Express Travel Counsellors

Zoe – Wilfred Owen in Flanders with My Ferry Link

Heather – Dylan Thomas centenary with Visit Wales

Gary – Titan/ UniworldDanube river cruise

Kat – Blogtrotters Athens for Marketing Greece

What next?

Thanks for listening

Zoë DawesTheQuirkyTraveller.com

@QuirkyTraveller

Heather CowperHeatheronhertravels.com

@heathercowperTravelatorMedia.com

@TravelatorMedia

Coming Soon: Heather Cowper and Gary Bembridge are speaking at TBEX Costa Brava May 2015 on 2 May;

“ Moving your blog from Press Trip to Paid Campaign”