News & insights

Mature couples

Exploring the short break customer journey

Couples looking for a relaxing getaway

Frequently retired, these couples are also concerned with value for money. They want to avoid crowds and noise and would rather visit the countryside than go on a city break.

Mature Couples enjoy searching for accommodation and take their time. They also use non-digital sources, such as visiting the tourist office, and of all five segments, they are the least likely to give out their personal details in exchange for discounts or information. They are also the least likely to share their experiences on social media – other than to comment on room size.

Illustration of Mature Couples, a segment of short break customer journey

The 4 other types of short break travelers

→ Family Comforts
→ Wanderlusters
→ Ready to splurge
→ Home lovers



→ Digital transformation of the short break travel market
→ Short break preferences in France and the UK
→ A typical short break customer journey in the UK & France
→ Is the travel market consolidating or fragmenting?
→ A segmentation for the short break market