Expedition sector urged not to ignore key over-50s demographic
Cruise lines and travel agents have been urged not to ignore the “Q3 consumer” – those aged between 50-75 – when selling expedition cruises
This was one of the takeaways from the Expedition Cruise Network (ECN) Conference in London earlier this week, which revealed new consumer data and insights on demographic trends.
Avivah Wittenberg-Cox, CEO of Livingto100.com, delivered a keynote address on longevity and generational shifts, encouraging delegates to recognise that the most “curious, committed, and capable” explorers are in their 50s, 60s, and 70s.
Yet only 5 per cent of advertising targets over-50s when this group is predicted to make up 63 per cent of consumer spending by 2040.
The 50+ population contribute £847 billion per year to UK economy, while travellers aged 60+ account for 76 per cent of £100,000 holidays in the UK.
Akvile Marozaite, CEO of ECN said: “These travellers are not just checking off bucket-list destinations – they’re learning, contributing, and connecting.
“The fact that the core expedition cruise audience sits firmly in the third quarter of life- and will likely remain so in the future- is both inspiring and thought-provoking. I hope our members will take the knowledge they gained from the leading voices in the sector about being adventurous at any age and adapt their businesses accordingly.”
During the conference, the ECN also announced that Ponant UK and Ireland general manager Anthony Daniels would become the organisation’s next chair, taking over from co-founder Martin Johnson.
Daniels said: “I am absolutely thrilled to be stepping in as chairman of the Expedition Cruise Network. Expedition cruising is such an inspiring and rapidly evolving sector – it blends adventure, discovery, and stewardship of our planet in ways few others do.
“Together, I believe we can set new benchmarks for education, quality, responsibility, and impact in expedition cruising. It’s an amazing achievement for both Martin and Akvile to get ECN to this level. The next level will be a greater focus on global expedition, as there’s a deeper level of understanding and knowledge we need to get to.”
