The Advantage Travel Partnership, Britain’s largest consortium of independent travel agents, has launched Odyssey, a brand-new travel magazine showcasing a world of experiences for the mature traveller.  

Keen to travel and financially able, the mature market is now the fastest growing demographic in the UK. This is the first magazine solely produced by The Advantage Travel Partnership and Odyssey will help its members continue tapping into this market and support the mature traveller to make the best booking decisions.

Healthier and wealthier than previous generations, the broad and diverse mature market includes adventurous travellers who want to live life to the full. Odyssey features aspirational content focusing on holiday styles and destinations favoured by many mature travellers. The magazine will assist Advantage members to engage the mature consumer market with a broad range of informative travel content showcasing solo travel, multi-generational group travel, high end bucket list holidays, river and ocean cruise, different ways to enjoy touring holidays and trips of longer durations, as well as providing valuable travel tips. 

David Forder, head of marketing at The Advantage Travel Partnership, said: “The broad mature traveller demographic is one of the key markets for many Advantage members and Odyssey will offer members even more support to target and market to different customer segments. We know that age has no boundaries, but mature travellers often know what they are looking for on their holiday and really appreciate the advice and help offered when booking with a travel agent in person. We also think it’s crucial to have relatable, inclusive imagery and content available for the mature consumer to convey we know how broad the demographic is, and how age doesn’t necessarily mean you have to stop enjoying adventurous travel experiences. Following the pandemic, we are seeing more Brits choosing to book with their local travel agent because not only are they are able to offer a wealth of experience and great value deals, but they are able to tailor their customer’s holidays to fit their exact needs.”

Each edition of Odyssey will be available to all Advantage members. The first edition is digital only before moving into print copies, in keeping with the mature market that favours the physicality of print to have something more tangible that can be revisited.