Travel was the topic, but changing the narrative of ageing became the real conversation as YEI members shared honest insights, experiences and perspectives following the recent YEI virtual meeting where YEI gave feedback from its 3-day visit to the World Travel Market.
YEI at the World Travel Market, and what our members had to say
On 7 May, YEI hosted a wonderful virtual catch-up with around 20 of our members, where we shared feedback from the YEI Team’s recent attendance at the World Travel Market. More importantly, we listened to the experiences and views of our members around travel in general.
What followed was an incredibly engaging conversation.
We spoke about everything from solo travel and airline experiences to the way the travel industry still views, markets to and often misunderstands the 55+ traveller.
One thing became very clear. We urgently need to change the narrative of ageing.
Challenging outdated perceptions
A recent article by global ageing thought leader Stuart Neilson, on “Changing the narrative of ageing” was top of mind as we, The YEI Team, attended the World Travel Market. This statement perfectly captures one area of what YEI is trying to do.
For far too long, ageing has been associated with decline, limitation and irrelevance. Yet the reality is completely different.
Today’s 55+ generation is active, engaged, adventurous, experienced and financially influential. They are travelling, learning, contributing, starting businesses, supporting families and living full and meaningful lives.
Yet many industries, especially travel, are still marketing to older people using outdated stereotypes.
That is ageism, and it is something we need to challenge.
The question that changed the conversation
YEI’s Sonya and Marilyn – WTM
At the World Travel Market, we started many conversations with one simple question: “Do you cater to the 55+ traveller?”
At first there was often hesitation and uncertainty.
But once we explained the size, influence and spending power of this demographic, the conversation shifted dramatically.
Sometimes we would ask someone in their 40s:
“How would you feel in ten years’ time if brands marketed to you as elderly, frail, sitting in a wheelchair and wearing nappies?”
That was usually the lightbulb moment.
People suddenly understood that ageing is not a single stereotype. There are many stages of ageing, and older travellers want to feel seen, respected and understood, not dismissed or patronised.
What our members told us
One of the highlights of our virtual meeting on 7 May was hearing directly from YEI members about their own travel experiences.
There was great discussion around:
• solo travel and the need for people to feel safe and included,
• the challenges many experience with airline travel,
• how overwhelming and impersonal travel systems can sometimes feel,
• and the importance of being treated with dignity rather than being defined by age.
Members also spoke about wanting travel experiences that are designed with their lifestyles in mind. This includes flexibility, comfort, wellness-focused travel, opportunities for connection and better customer understanding.
What came through strongly was that the 55+ market is not looking to slow down. They are looking to be understood.
More than just a discount
One of the biggest takeaways from the World Travel Market was that many organisations still reduce the older traveller market to a “senior discount”.
But this demographic wants far more than discounted pricing.
They want relevance. They want respect. They want representation. And they want experiences that reflect the reality of who they are today.
The longevity economy is one of the fastest-growing opportunities globally, yet many businesses are still speaking about ageing as though it represents decline rather than opportunity.
At YEI, we believe it is time for a different conversation.
Changing the narrative
The conversations we had, both at the World Travel Market and during our member meeting, reminded us that this is about far more than travel.
It is about changing the way society sees ageing altogether.
At YEI, we believe ageing should not be viewed as an ending, but as another evolving stage of life filled with relevance, contribution, adventure and possibility.
A huge thank you to all the members who joined the discussion and shared their insights so openly.
Your voices matter, and together we can continue challenging outdated perceptions
and changing the narrative of ageing for future generations.
Fully agree.
Retirees are more likely to travel having no work or family responsibilities any more.
Those who play lawn bowls for example can attest to the fact that retirees are not just couch potatoes.people in their 80s/90sare still braving weather conditions and enjoying their games and socializing afterwards.
HI Phillip
Love your comment! Couldn’t agree more. This demographic is fully alive, adventurous and enjoying life. Totally different to previous generations. But we do need to change the narrative around ageing, as this point is not being fully realised by corporates and marketers.
Warm regards, The YEI Team