Boom in coach holidays cashing in on silver tourism
An increasing number of couples are choosing organised coach holidays in their retirement with the 'silver tourism' market expected to boom in the next five years.
Family-run Shropshire company Wisteria Tours says it is seeing the trend first-hand, with a growing number of bookings from older couples.
Director Jacky Burnell said recent research showed that as well as coach travel enjoying a resurgence in the UK, there was a global upturn in guided coach tours.
"Research into the silver tourism market showed that the couples’ market was set to be the fastest growing sector between 2025 and 2030, and we’re already starting to see this shift towards couples and pairs of friends booking holidays together, rather than solo travellers.
"Obviously there are economies of scale in booking a twin or a double room, but we think the demand is being driven by lots of other factors too. The research shows that couples aged 50 and above are increasingly seeking shared travel experiences that emphasise relaxed-paced, authentic exploration.
"More and more couples are choosing organised coach tours as a way to share experiences, create memories together and enjoy the security and convenience that comes with guided travel. For many, it removes the stress of planning and driving – they can simply relax and enjoy the holiday."
This is certainly true for Church Stretton couple Simon and Angela Ward who are recent converts to a Wisteria Tours coach holiday.
The couple said: “From the moment you step on the coach you’re looked after and in good hands with Jacky and Sue; they have an instinctive way of ensuring everyone is catered for, especially less mobile members of the group.
“Being on a coach, you see parts of the country you wouldn’t normally get to see.
The coach is very comfortable and picks up locally and travelling in a small group is just lovely as you get to make friends.
“So far we’ve visited London and Luxembourg, and we’ve already booked Inverness and Paris for later this year: we’ve always wanted to visit Inverness, so we can’t wait.”
Wisteria Tours has a number of tours planned for 2026, including double and twin availability on its Portsmouth tour in March and other UK and European destinations throughout the summer and autumn.
Sue Burnell, who runs Wisteria Tours alongside Jacky and their mother Jackie Crick, said: "What's particularly encouraging is that our customers – many of whom are couples in their 60s, 70s and beyond – tell us they value the social aspect of coach travel. They get the holiday experience they want together, but they also get the chance to meet other couples and make new friends."
The trend aligns with broader growth in the coach tourism sector. According to the latest survey by the Coach Tourism Association (CTA), operators are reporting strong bookings, with continental tours proving particularly popular.
Jacky added: "Our customers have told us they want immersive experiences, convenience, security and the chance to travel sustainably with like-minded people. Whether it's a UK break or a European adventure, the principle is the same: we take the stress out of travel so our customers can focus on enjoying it."
