CHART 8

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15

THE POLAR TRAVELER IS GETTING YOUNGER

While Polar is traditionally seen as an appealing proposition for

seniors (55-65 years), a majority of the clients opting for Polar

travel/cruises are getting younger. Forty-six percent (46%) were

in the age bracket of 45 to 54 years. We see a rise in “empty

nesters” looking for more adventurous travel. On the other end

of the spectrum, travelers aged between 18-34 years account for

a tenth of the advisors’ client base. This is a segment that can be

extensively mined further by advisors. It has all the features that

would also appeal to this target group – adventure, activities,

education, and environment. In fact, as per an advisor comment,

a young individual chose Antarctica as her graduation gift. This

also indicates that while they are keen on the idea of Polar travel,

they may need Mom and Dad to make it happen (see chart 8).

While we know that a major set – of both the advisors and the

clients – are in the 45-65 age range, what we see emerging is the

potentiality of both parties at the other end of the spectrum. The

Gen-Y advisors might be in a better position to appeal to their

younger clients. They can market Polar experiences using new,

innovative, and cutting-edge collaterals, videos, and content

via social networks or messaging apps. Given their innate skill

advantage in social media, expect to see millennial advisors do

great things in the Polar cruise segment.

The Target Age Range

65+ years

55-64 years

45-54 years

35-44 years

8%

26%

25-34 years

18-24 years