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.

Euan Sutherland, who joined the firm for the over-50s market in January last year, said the business failed to modernise during years of private equity ownership, and must change.