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"Exhausted" grandparents spark "silver sales" travel boom in September and October

ended 19. September 2025

GRANDPARENTS burnt-out from a summer looking after grandchildren are rewarding themselves with last-minute holidays, resulting in a “silver sales boom”, new figures show.

Among the over 55s, travel for September 1 to October 31 has soared by 25% year on year, says UK travel firm Not Just Travel, which has over 700 travel consultants.

A total of 42% of Not Just Travel’s holiday bookings over the last two weeks have been to long-haul destinations, it said.

Cruise sales at the company are also up 20% year on year with consumers spending more on holidays as the average booking value per holiday is up from £4,098 to £4,503.

Steve Witt, co-founder of Not Just Travel says: “Grandparents deserve a break after a busy summer of providing childcare. 46% of bookings in September so far are for last-minute holidays departing in the next eight weeks, with the vast majority (81%) for adults only such as couples and older travellers.

“The high cost of living and childcare has meant grandparents are relied on during the summer holidays more than ever before. Yet many older travellers have the funds, time and flexibility. 

“Exhausted mature travellers are sparking a silver sales boom as they reward their hard work with trips abroad and take advantage of the drop in prices when kids go back to school.”

Owners and senior staff of travel companies said they are seeing evidence of changed habits in their businesses.

Kate Allen, Owner at Kingsbridge-based Finest Stays, said she had seen an increase in bookings of older clients after children go back to school.

She added: "The South Hams is awash with just-weds and well-breds. Our data shows a surge in older clientele through September and October, driving a 29% increase in bookings and occupancy up more than 7% in both months. 

"Guests are coming in slightly larger groups, averaging 4.5 per booking, and while the average stay has shortened from 5.7 to 5.4 nights, demand is clearly stronger than ever."

Jo Dickie, Reservations Manager at Beachcomber Tours, said older people are getting into travel more than in the past.

She continued: "We’re seeing a shift among the over-55s, who are embracing travel in exciting new ways. Many are choosing multigenerational trips, creating precious memories with their grandchildren while enjoying the comfort of spacious family villas with private pools. 

“At the same time, this generation is more adventurous than ever, ticking off once-in-a-lifetime journeys from island-hopping in the Seychelles to sleeping under the stars in luxury desert camps in Oman.”

Financial experts are also seeing the older generation spend more money on travel.

Eamonn Prendergast, Chartered Financial Adviser at Bromley-based Palantir Financial Planning Ltd, warned older people to make sure they don't dent retirement income through excessive spending.

He said: "We’re definitely seeing over-55s prioritising travel as soon as family commitments ease, but the key is how they fund it. Many are dipping into savings or even pension pots for last-minute getaways which can be fine in moderation, but it needs to be planned, not impulsive. 

“A £4,000 cruise here and a long-haul trip there may not sound dramatic, yet if repeated every year without a plan, it can seriously dent retirement income. Our advice is to ring-fence money for travel in advance, either through a dedicated savings pot or by building it into retirement cash-flow planning, so holidays are enjoyed guilt-free and without jeopardising long-term security. It’s about balance: enjoy today, but don’t put tomorrow at risk.”

Tony Redondo, Founder at Newquay-based Cosmos Currency Exchange, shared some tips to travelling abroad.

He said: "Over-55s are increasingly prioritising their own travel needs after intensive summer childcare periods, with a clear preference for recuperative breaks in familiar European destinations or adventurous long-haul experiences.

"Sensible payment methods abroad include using 0% foreign exchange fee debit/credit cards as your primary payment method, cash only for taxis, tips, and small vendors, and always avoid airport bureau exchanges due to their poor rates.

“Always choose local currency when offered dynamic currency conversion at tills and ATMs, watch for hidden cash withdrawal and cash advance fees, and never rely on hotel exchange services. For security, always use bank ATMs rather than independent machines where possible.”

Not Just Travel’s Top destinations among over 55s:

  • Spain
  • Turkey
  • Greece
  • Italy
  • US
  • Cyprus
  • Mauritius
  • Maldives

7 responses from the Newspage community

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Editor
Eamonn Prendergast
Chartered Financial Adviser at Palantir Financial Planning Ltd
We’re definitely seeing over-55s prioritising travel as soon as family commitments ease, but the key is how they fund it. Many are dipping into savings or even pension pots for last-minute getaways which can be fine in moderation, but it needs to be planned, not impulsive. A £4,000 cruise here and a long-haul trip there may not sound dramatic, yet if repeated every year without a plan, it can seriously dent retirement income.
Our advice is to ring-fence money for travel in advance , either through a dedicated savings pot or by building it into retirement cash-flow planning , so holidays are enjoyed guilt-free and without jeopardising long-term security. It’s about balance: enjoy today, but don’t put tomorrow at risk
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Editor
Kate Allen
Owner at Finest Stays
The South Hams is awash with just-weds and well-breds. Our data shows a surge in older clientele through September and October, driving a 29% increase in bookings and occupancy up more than 7% in both months. Guests are coming in slightly larger groups, averaging 4.5 per booking, and while the average stay has shortened from 5.7 to 5.4 nights, demand is clearly stronger than ever.
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Editor
Scott Gallacher
Director at Rowley Turton
As a financial adviser, I spend half my day encouraging clients to enjoy their money, so I’m encouraged by these figures. Surveys show grandparents have taken on a bigger childcare burden over summer — which may well be helping drive the current increase in travel bookings among over-55s. Higher interest rates may also be a factor, as older people with larger savings are now receiving much more interest than just a few years ago, and many are finding their savings balances still rising each year. That extra confidence is helping to fund travel, whether last-minute sunshine breaks or longer cruises.
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Kate Underwood
Founder & Chief People Strategist at Kate Underwood HR and Training
This year’s silver sales boom isn’t just about late getaways — it’s also a reminder that unpaid childcare can quietly fund future holidays too. After a summer of school runs and snack duty, many grandparents don’t realise they could be eligible for National Insurance credits that boost their State Pension. Around 200,000 people miss out each year, even though credits can be backdated to 2011. For some, that’s thousands of pounds in future income — more than enough to cover the next cruise.
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Editor
Tony Redondo
Founder at Cosmos Currency Exchange
Over-55s are increasingly prioritising their own travel needs after intensive summer childcare periods, with a clear preference for recuperative breaks in familiar European destinations or adventurous long-haul experiences. Sensible payment methods abroad include using 0% foreign exchange fee debit/credit cards as your primary payment method, cash only for taxis, tips, and small vendors, and always avoid airport bureau exchanges due to their poor rates. Always choose local currency when offered dynamic currency conversion at tills/ATMs, watch for hidden cash withdrawal and cash advance fees, and never rely on hotel/resort exchange services. For security, always use bank ATMs rather than independent machines where possible
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Editor
Samuel Mather-Holgate
Managing Director & IFA at Mather and Murray Financial
Now there has been a change to inheritance tax rules on pensions, the best way to save tax is to spend this money. Where pensioners wanted to hang on to their pensions to pass it down tax free, they are now seeing the possibility of a 40% IHT charge and up to 45% income tac charge for their beneficiaires. Many the concluding it's simply not worth the cost and are treating themselves and their families to some luxuries during their lifetimes.
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Jo Dickie
Reservations Manager, Beachcomber Tours at Jo Dickie
We’re seeing a shift among the over-55s, who are embracing travel in exciting new ways. Many are choosing multigenerational trips, creating precious memories with their grandchildren while enjoying the comfort of spacious family villas with private pools. At the same time, this generation is more adventurous than ever, ticking off once-in-a-lifetime journeys from island-hopping in the Seychelles to sleeping under the stars in luxury desert camps in Oman.