Primrose Holidays hopes to tap into a projected increase in holiday spending by older travellers over the next decade
A new coach tour operator has launched in the North East hoping to tap into demand for UK-based getaways for the over-55s market.
Primrose Holidays is being launched by “wholesale” coach holiday provider, Ashley & Newey, which normally offices coach services to other operators in the sector. The Darlington-based firm will used Ashley & Newey’s resources but expects to create new jobs next year if its model – catering for “silver tourists” – proves successful.
Bosses point to projections from the European Parliament that tourism spending by those aged 55 and over will nearly double by 2040. They say active, health-conscious lifestyles and higher disposable incomes are coupled with a desire to travel closer to home.
Primrose’s target market is also more likely to travel outside of peak season more often, with a preference for less crowded destinations and “off the beaten track” tours. It will cover a range of locations across Scotland, England, Wales and Ireland, promising “slower tourism” where holidaymakers will get chance to spend more time in fewer places.
So far the firm is marketing themed trips including the ‘Golden Age of Railways, Canals and Rivers’, and ‘Great Houses and Gardens of Cheshire’, ‘Romantic Journeys of Scotland’ and ‘Sailing and Steaming in Delightful Devon’. It is even offering an ABBA Voyager Weekend in London.
Shaun Read, owner of Primrose Holidays and board member of the Coach Tourism Association, said: “Today’s older travellers are increasingly discerning. They’ve holidayed more than previous generations, they’re comfortable travelling and they want to continue exploring – but without the hassle of planning and booking every trip from scratch.
“At Primrose Holidays, we remove the pain points. We’ve chosen each destination for its rich mix of things to see and do, hand-picked every hotel for its high standard of rooms, meals and facilities, and selected the most interesting attractions based on visitor feedback.”
Primrose Holidays offers a door-to-door transfer service within the advertised package price for many postcodes, or for a small surcharge for those living further away.
Mr Read added: “From south Northumberland and along the east coast, to Sunderland and Durham, Primrose Holidays will collect customers from their homes and transfer them directly to and from the comfort of our executive coaches. It’s all part and parcel of our more personalised offer for older travellers, prioritising quality over quantity to deliver a more relaxed holiday.”
Ashley & Newey was set up in the late 1980s, starting with Emmerdale and Heartbeat themed coach tours to Yorkshire, before expanding to offer holidays across the UK and Ireland as demand grew. The business now provides hotel-only bookings, “mystery tours” and coach touring holidays ranging from one to 10 nights, to coach tour operators across the country.
Mr Read added: “Coach holidays can be a really social way to holiday, whether for solo travellers, couples or groups, providing shared experiences in a safe, friendly and supportive setting.”








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