Bridge the World will target the growing market of travellers over 50 taking advantage of free time that comes with retirement.
STA Travel says its new proposition aims to provide travel that “offers the opportunity of new experiences not just the traditional desire to escape purely to relax”.
As well as a high street travel agency presence offering advisors and guidance, Bridge the World says it will have a “strong” online business to facilitate travellers researching their plans.
James Herbert, Bridge the World commercial director, says: “The new 50+ traveller has much more in common with STA’s core younger travellers than you might expect. They value independence and new experiences but they want different service and environments.”
The Bridge the World brand proposition, identity and website have been created by digital creative agency Albion.