STA Travel is targeting grey nomads in the UK with its new over-50s brand Bridge the World.
STA bought the brand name from Stella Travel Services UK in August and has unveiled plans to open six retail stores by the end of 2011, with the first opening in Bournemouth on England’s south coast later this month.
Bridge the World will initially focus on Australia and New Zealand, followed by Asia in November.
Commercial director James Herbert told Travel Weekly UK: “We are tailoring the shops to this market. They will still have plasma TV screens, but also globes, wooden floors and high-grade furniture. We want to stretch ourselves beyond the youth market. We see this as a place for STA Travel customers to migrate to.”
The Bridge the World brand has been resurrected after research showed it had strong recognition among customers, despite not having traded for the last three years.