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.
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.”
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.