The Saga Group has it origins in the 1950s, when the late Sidney De Haan OBE identified three critical factors for the company's future success which continue to underpin our operations today.

These involve concentrating exclusively on older customers, marketing to them 'direct' and offering value-for-money.

Our ongoing commitment to trust, quality, dependability and value is the foundation on which our reputation rests for looking after the needs and interests of older people.

Today we remain fully focused on understanding and responding to the changing demands of our older target market, the fastest growing demographic group in the UK that is forecast to increase from 19m to 25m by 2015.

Timeline

1948
Sidney De Haan buys his first seaside hotel in Folkestone.

1951
Sidney De Haan operates his first holiday exclusively for retired people, realising that many would appreciate a quieter off-season break by the sea. The cost of that first Saga holiday in 'old money' was £6 10s, including travel, full-board and three excursions.

1957
In a pioneering move, Sidney De Haan charters his first train from British Rail to bring holidaymakers from the north of England to south coast resorts.

1959
Sidney De Haan originates no-passport day-trips to France. Flying passengers from Lydd airport to Le Touquet, Saga ventures overseas for the first time.

1960
Sidney De Haan pioneers tourism in the Algarve, establishing the Aldeia do Mar Turistica Holiday Complex at Albufeira.

1966
The Saga Club is launched with members receiving Saga News, forerunner to the hugely successful Saga Magazine.

1970
Saga expands, offering holidays to Romania, Spain and Yugoslavia.

1975
Saga offers its first ever world cruise and begins to build a portfolio of cruises.

1979
The first long-haul holidays to Hong Kong, Singapore and Bangkok are included in the Saga Holidays brochure.

1984
Saga Magazine is launched, going on to win numerous major publishing awards and ultimately establishing itself as Britain's biggest subscription-only magazine.

1984
Sidney De Haan retires and son Roger is appointed Chairman.

1985
Sidney De Haan awarded an OBE for services to tourism.

1987
Following successful pilot schemes, Saga Services is established to provide insurance, investment and other services for Saga customers.

1988
Sidney De Haan awarded the ETB (English Tourist Board) 'England for Excellence' award for 'Long Term Contribution to Tourism'

1993
Saga introduces its first all-inclusive holidays in Europe.

1996
Saga buys its first cruise ship the Saga Rose, quite literally the flagship of the Saga Group.

2000
PrimeTime digital radio is launched. Saga Radio wins its first regional FM licence.

2001
Saga Radio is awarded its first FM licence for the West Midlands.

2002
Saga adds to its cruising capacity. From May 2003, Saga Pearl complements the existing programme currently offered by Saga Rose.

2003
Saga purchases its second, wholly-owned cruise ship Caronia.

Saga Radio launches its second FM station for the East Midlands.

2004
Saga’s third FM radio station goes on air in Glasgow and the west of Scotland.  Saga Insurance Co is established in Gibraltar, enabling Saga to underwrite motor insurance policies for the first time.

Roger De Haan announces his retirement. Saga Group is sold to a management buyout backed by Charterhouse, with Andrew Goodsell as CEO.

Roger De Haan receives the CBE for services to business, education and charity.