Hotels rejoice as over-50s, desperate for a break between Christmas and New Year, fuel the latest Christmas trend

The period between Christmas and New Year’s (now called Twixmas) is quickly becoming a time when people in their 50s and 60s, caught between caring for their children, their grandchildren and their own aging parents, can escape to Enjoy a relaxed mini-break. .

The latest data from airports and travel groups reveals that Brits are prioritizing holidays over other spending, and the Twixmas surge shows that a short Christmas break is seen as an essential tonic for a growing number of this ‘sandwich generation’.

A new market is being created for the wealthiest among this group, with chains such as Warner Leisure, owned by US private equity giant Blackstone, wrapping holiday packages for gifts.

Warner reports that on December 27, several thousand members of the sandwich generation will pack their bags (and their rags) and head to one of its 16 adults-only hotels.

This chain used to cater almost exclusively to the silver set. It is now leading the way by targeting the demographic that is still working, or has recently retired and wants to live up to it.

In 2019, only 52 percent of Warner’s guests were under 65 years old.

They now represent 65 percent of the clientele and Warner tries to secure its advantage with an offer based on a lot of comfort, but also a lot of entertainment.

The company has its own group of actors and musicians. It also hosts shows and concerts at its hotels, featuring stars such as Katherine Jenkins, Gareth Malone, Russell Watson and tribute bands including Bjorn Again. Some guests took to the dance floor.

Entertainment includes Strictly Come Dancing nights where you can dance samba with the professionals. There are DJ sets with stars like Sara Cox and Vernon Kay on the decks.

For Warner CEO Paul Pomroy, Twixmas may be the most wonderful time of the year.

In mid-November, bookings were 33 per cent higher than the previous year at Heythrop Park, Warner’s Cotswolds hotel, housed in an 18th-century mansion. Twixmas stays there start at £519 per person for three nights with breakfast and dinner included.

However, as Pomroy emphasizes, Twixmas for this clientele requires interior decoration on par with London boutique hotels. This market wants elegance with a contemporary touch, as tastes today are less age-related than before.

As Pomroy says: “People are younger in every way these days.”

In the lounge of Warner’s Runnymede Hotel, at midday on a late November day, I watched a group of guests who had slipped away to recharge their batteries even before the festive season.

From the windows you could see the Thames passing slowly through this corner of Surrey.

Around the tables, guests relaxed after disconnecting to enjoy their pre-Christmas getaway.

Pomroy tells me that many of his clients are so eager for the party to begin that they come for lunch while waiting for their rooms to be ready.

There are some expensive vehicles parked outside, underlining the wealth of savings and pensions of this baby boom generation cohort. Average occupancy at Warner hotels is over 90 percent.

Pomroy, who took up the role in March this year, is the former head of McDonald’s UK. In that role, he improved the look of the fast-food chain’s restaurants, but also addressed myths about the dishes (such as there was no chicken in chicken nuggets). Warner is planning a £200m investment in the hotels and it’s clear he has been involved in every detail of the rooms.

At Runnymede, the refurbishment cost around £20 million. Money has been spent on bars, dining rooms and lounges of various sizes to satisfy those who want to socialize and those who want a bit of peace.

The blue of the Warner logo is reflected in the upholstery and wallpaper, which is stylish and high-end, rather than the dreary, minimalist hotel beige.

The luxurious feel continues in the choice of champagnes and food, and even in the glasses and tableware, providing plenty of inspiration for guests embarking on a renovation of their own home in 2025.

Warner is but a small part of the Blackstone empire: the $148 billion corporation manages $1.1 trillion in assets worldwide. But it represents one of Blackstone’s biggest bets on post-Covid spending.

Vacations of any length are a must and new excuses, like Twixmas, to get away from it all are a source of joy for hotels and their guests.