Cruise sites dominated by over 55s

Cruise sites dominated by over 55s

The gulf in the average age of users between cruise holiday and other travel websites has been unveiled in a study carried out by online analysts Hitwise.

A survey revealed the travel cruise market attracted a larger share of visits from over-55s than any other category, with more than a third of visitors coming from what is believed to be one of the most lucrative markets in travel.

At the top of a list of sites during April was Celebrity Shore Excursions, which attracted over two-third of users from the 55+ bracket.

Other cruise sites with over half of users nearing a pension age included Celebrity Cruises UK, Page & Moy Cruise Collection, Fred Olsen Cruises and Save N Sail.

Hitwise director of research Heather Hopkins said: “Travel websites generally receive a one-fifth larger share of visits from UK internet users aged 55+ than average and every Travel sub-category attracts a larger share of visits from the 55+ age group.

“Travel is one of the more established e-commerce categories and has proven popular with silver surfers who are both cash rich and time rich.”

General travel sites with high number of over-55s included The Caravan Club, Airlmiles UK, P&O Ferries, Jet2 and Airline Network.

Hopkins warned travel companies looking to reach the so-called Silver Surfers that sites should be “well designed for researching holidays and destinations, as well as for booking”.

“Also, by understanding a site’s audience online, online marketers can more effectively target campaigns and promotions,” she added.

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