The over 50s are not one group, and they are not offline. Learn how to segment them, speak plainly, show your prices and reach them through community, video and retargeting.
Chances are a good share of your guests are over 50, and they are not one group. Treat them as one and your marketing will miss most of them. Here is how to reach them well.
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People over 50 have different needs, different habits and different levels of confidence with technology. Some are new to it. Others are as quick as anyone half their age.
Do not assume they are not online. Ofcom’s Online Nation report for 2025 found that in May 2025 adults aged 55 to 64 spent an average of 3 hours 57 minutes a day online, and those aged 65 and over spent 3 hours 20 minutes. Some people are still offline: Ofcom also reports that 13 per cent of those aged 65 and over have no internet access at home, rising to 20 per cent of those aged 75 and over. That is exactly why segmenting matters.
Ofcom
Online Nation 2025
People in this group tend to research before they book, so give them plenty to read and come back to. Repeating your message can work well here, because it lets them return to the information and reassess.
They look for connection, not isolation, and they have a thirst for new experiences. Most do not think of themselves as old, and they reject age stereotypes (quite rightly).
Forget beige imagery and tired clichés. There is a lot of life and colour in this audience, and your pictures should show it.
Keep it authentic and clear. Speak plainly, avoid exaggerated claims and say what your venue offers and why it is good, in short, easy-to-take-in messages. This audience can spot an unsupported claim a mile off.
Do not talk down to people or lean on age-related stereotypes. Instead, talk with them: run surveys and interviews, and show real guests and real stories to build trust.
Build a sense of community. A hub where guests can share experiences and find useful information goes a long way.
Retargeting through Google and Facebook is a strong tactic for this group. Ofcom’s 2025 data points the same way: people aged 55 and over who use Facebook and Messenger spend an average of 45 minutes a day on them, against 31 minutes for 18 to 34 year olds, and YouTube reaches around 87 per cent of those aged 65 and over. Video can be especially effective, particularly alongside retargeting. Instagram is worth testing as well.
Market to the over 50s by treating them as many different groups, not one: be clear about price and value, speak plainly, build community and combine digital with face-to-face contact.
A digital-first approach lets you target well and adjust quickly. But face-to-face contact is still very important. Digital is great for awareness and top-level information; in-person contact and direct mail are often what turns an enquiry into a booking.
Email still has value, but do not bombard people. Send content that is useful and that they can come back to later. Long-form content such as newsletters and blogs tends to suit this audience, who appreciate depth.
The over 50s are not only focused on price. They care about value and experience. Show your prices clearly in ads, emails and on your website, and make sure the price reflects the value.
Highlight upgrades, extras and tailored offers that improve the stay. Infographics can help show value at a glance. Shift the focus from finding a bargain to appreciating what the stay is worth, and the value of enjoying it now.
Recognise the diversity of the group, understand what matters to them, and write for the person, not the age. Speak clearly, talk with them rather than at them, build community, mix digital with real-world contact, and put value ahead of price.
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Cover photo by Derek Lynn on Unsplash
Related reading: our direct to guest marketing strategy.
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