STA targets grey nomads as it resurrects Bridge the World brand in the UK

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.”

Bridge the World was founded in 1989 by Jerry Bridge before merging with Travelbag in 2001 and being sold to eBookers two years later. Travelbag was sold to the Stella Group in 2007.

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.

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