Saga holiday group launches rebrand after boss admits it failed over-50s

Saga chief executive Euan Sutherland said it must spearhead a change in perceptions of older generations, preferring to label them ‘experienced’.

Saga Cruises relaunches brand (Ciaran McCrickard/PA)

Simon Neville

The boss of insurance to holiday group Saga has admitted the company lost its way in how it engaged with older customers.