Age silo or age-neutral

I received a brochure from The Adventure Company about its “inspirational holidays for the active over 50s”.

This is a classic example of age-silo marketing. You put a gated wall around the age group and say only the oldies can enter.

Is this a good idea? Well as long as this company has a clear understanding that there is a substantial group of potential customers who want an age-segregated holiday experience. Personally I can think of nothing worse but then I may not be (most certainly am not) representative of the over-50s.

I hope the silo approach was done on the back of research rather than a hunch that the over-50s want to be amongst their own age.

The brochure says

Until now, the choice of holidays for the over 50s has primarily been limited to large coach tours and sterile hotel-based packages, where opportunities to interact with local cultures are limited, if not restrained.

A significant proportion, if not the majority, of the people going on adventure holidays are 50-plus (UK). Methinks they have already found a way of ditching the coach tours and sterile hotel based packages Dick Stroud