ABSTRACT
This chapter focuses on exploring the overseas package holiday experience for UK older consumers, defined here as those over 50 years old, who make up the so-called ‘grey’ or senior market. Although package travel is frequently described as a mature market in which levels of product innovation are not high (Cooper et al. 2008), package holidays represent nearly 40 per cent of all holidays (Mintel 2010). Mintel estimates that 14.4 million package holidays were taken in 2010. The Eyjafjallajokull volcano in April 2010, in particular, led to an endorsement of the package holiday by travellers as a result of the travel protection offered within it. All-inclusive holidays within Europe in particular have risen in popularity as a result of the strong euro to the pound and the UK recession and associated uncertainties (Fearis 2011).
