Hotels rejoice as over-50s desperate for a break between Christmas and New Year fuel latest holiday trend
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The period between or 'betwixt' Christmas and New Year – now dubbed Twixmas – is fast becoming a time when 50- and 60-somethings, caught between caring for children, grandchildren and their own ageing parents, can escape for a relaxed mini-break. The latest data from airports and travel groups reveals Britons are prioritising holidays over other spending, and the rise of Twixmas shows that a brief Yuletide break is seen as an essential tonic for a growing number of this 'sandwich generation'.
A new market is being created for the more affluent among this crowd, with chains such as Warner Leisure, which is owned by the US private equity giant Blackstone, gift wrapping getaway packages. Warner reports that, on December 27, several thousands of the sandwich generation cohort will pack their bags – and their glad-rags – and head to one of its 16 adult-only hotels.
This chain used to cater almost exclusively for the silver set. Now it is leading the way in targeting the demographic that is still working, or have only recently retired, and want to live it up. In 2019, just 52 per cent of Warner guests were under 65.
Festive: Warner Leisure's Cotswolds hotel Heythrop Park. Now they represent 65 per cent of the clientele and Warner is trying to secure its advantage with an offer based on plenty of comfort, but also lots of entertainment. The company has its own troupe of actors and musicians. It also stages shows and concerts in its hotels, featuring stars such as Katherine Jenkins, Gareth Malone, Russell Watson and tribute bands, including Bjorn Again. Some guests hit the dance floor.
