One in two over fifties (53%) are taking a holiday in the next six months - with 76%
planning to travel within the next twelve months - according to a new report from
the Jamaica Tourist Board.
With so many older people deserting Britain this summer, it appears that confidence
in foreign travel is high - more positive news for the travel industry which has
been thwarted by the threat of terrorism in recent months.
The desire of fifty some-things to travel abroad is attributable to the relatively
low cost of foreign travel - 61% of those aged over 50 said the cost of holidays
abroad is the main reason for leaving the UK. Similarly, 14% of the more senior
tourists surveyed say a strong pound is a key factor in choosing a destination
abroad, as Britons aim to make their money go further.
The study by the Jamaica Tourist Board reveals why British people choose to escape
the UK for more exotic climates.

The study asked a GB representative sample of 2,000
people what was the most important factor when choosing a holiday destination abroad
- and looked in detail at the travel trends of the older generation.
Top factors for the over 50’s when booking a holiday;

Relaxation: For the over fifties the most important factor when booking a holiday
is relaxation. Perhaps newly retired or just keen to get away from the kids, 91% of
those questioned cited this as key to a enjoyable holiday.

Sightseeing: 84% believe that the opportunity to learn about local history and
culture is the important factor.

Weather: More than two thirds of people (73%) say they will go abroad in search of
the sun. Clearly the temperamental weather effects people over the age of 50 more
as so many claim this is a key reason to choosing a holiday destination.

Food: Wanting a change from their lifestyles in the UK, 63% want to travel to
foreign climates to sample more exotic food and culture. This is especially
important for older tourists, perhaps keen to have a more local experience whilst
holidaying this summer.

Cost of the holiday: More than one in two people (61%) say cost still governs their
decision when choosing a holiday destination.
And what isn’t so important:

*Strength of the pound - just 14% is bothered by this

*Terrorism - Not put off by recent security alerts, just 12% take note

*Child friendly - with the majority of their kids having already spread their wings
only 8% still need to look for destinations with crèches and children’s
entertainment

*Visiting a trendy and up and coming destination is important to 0% of senior
travellers, not phased by fashionable destinations.

Elizabeth Fox at the Jamaica Tourist Board said;

“With the opportunity to travel
outside of school holidays, the over fifties can take advantage of cheaper holidays
and destinations that aren’t crawling with tourists. With such a laid back
atmosphere, Jamaica is the ideal destination for the 91% of people who look for a
relaxing break - the only serious decisions to be made are whether to hit the beach
or sip cocktails by the pool.
Each year over one million visitors flock to Jamaica to experience our exciting
resort centres: Kingston, Montego Bay, Ocho Rios, Negril, Port Antonio and the South
Coast.”
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