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About us

Get to know us, our history, and what makes Saga such a great place to work.
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About us

Get to know us, our history, and what makes Saga such a great place to work. 

At Saga, we create exceptional experiences every day. From cruises to insurance, personal finance to holidays - we’re proud to be the UK’s specialist provider of products and services to people over 50.

A driver for positive change in our markets and communities, we invest in building deeper and longer-lasting relationships with our customers. Because by understanding what they want today - and what they’ll need tomorrow - we can continue to deliver unforgettable, unrivalled experiences for many years to come.

Our Culture

Group of people volunteering in the community

We give our people all the support they need to do the best work of their lives Proud to foster a culture where everyone can truly be themselves, we work together to deliver exceptional services and products to our customers.

Here, everyone is encouraged to be brave, to speak up, and to challenge each other to do the right thing. That’s how we’re able to continuously innovate and evolve - driving positive change for colleagues, customers, and the communities we serve.

Purpose, values and strategy

Purpose

Saga exists to create exceptional experiences every day, while being a driver of positive change in our markets and communities.

Values

In 2020, we launched a set of core values representing who we are and how we work. At the heart of everything we do - and every interaction we have - our values provide the framework for how we work together as a team. And they shape the behaviours we’ll need to successfully deliver our strategy.

Saga's Values - Precision Pace, Empathy, Curiosity and Collaboration

Strategy:  Transforming Saga - Experience is Everything

As we celebrate our 70th anniversary, we’re repositioning and modernising Saga so we can continue to create and deliver specialist products and services for people over 50.

We’ll remain the same at our core - a unique British business focused on providing exceptional, differentiated products and services to our distinct customer group. But we’ll refresh our brand and invest in data and digital to improve the customer experience. We’ll also optimise our Insurance business, build greater capability and resilience in our Cruise business, and reset our Tours offer. You can find out more on our five strategic pillars here > Link

Business model

At the heart of our business model is our drive to know more about our customers' wants and needs, so that we’re best placed to serve them. Find out more about our strategy and the Saga model here.

Hybrid working

You’ve heard of hybrid working - but what does it actually mean? Well, for Saga, it means we’ll be mostly home-based, with the flexibility to collaborate and work from our Folkestone and London offices. Our offices are designed to be modern hot-desk based collaborative hubs, supported by our new technologies which enable us to connect with colleagues - no matter where they’re based.

When you do come into one of our hubs, it’ll be with a real purpose in mind – to meet with your team, to work together, and of course to socialise and celebrate too! We’ll continue to do most of our work from home, and just use our office hubs for those occasions where it’s better - and more productive - to be in the same room together.

A great place to work

A team of people collaborating in an office with a remote team on a screen
Person taking part in an online survey

We ask our people to complete engagement surveys regularly because it helps us to understand how they feel about Saga. From introducing hybrid working to providing a nursery on-site, we use feedback to continually improve the way we do things.

Our history

From humble beginnings to cruising around the world - we’ve come a long way in 70 years. Here are some of our highlights along the way:

1951

Sidney De Haan founded a travel company from a hotel in Folkestone, Kent - offering affordable off-peak holidays exclusively to retired people.

Rhodesia Hotel, Folkestone
Brochures from the 1960s

1960s

Now a rapidly growing holiday company, Saga pioneered tourism in the Algarve, as well as adding further destinations throughout the UK. We also developed the concept of direct marketing. This meant our customers could deal with us directly, instead of through travel agents.

1970s

We continued to expand, adding new destinations in Spain, Romania and Yugoslavia. In the UK, we became British Rail’s largest passenger customer as we chartered trains to carry travellers to and from our holiday destinations across the country.

Brochures from the 1970s
Brochures from the 1980s

1980s

Long-haul holiday arrived with exciting getaways to Hong Kong, Singapore and Bangkok. Our first world cruise set sail too. Saga Magazine was also launched, and we began to offer insurance and financial services.

1990s

Our first cruise ship, Saga Rose, entered service. We also began offering all-inclusive holidays in Europe – and we lowered the minimum age for Saga customers from 60 to 50.

Saga Rose, with Saga Ruby in the background
Person driving a car on a clear road

2000s

Saga came together with the AA under the umbrella of Acromas Holdings, alongside companies including Direct Choice, MetroMail and Titan Travel. Saga Healthcare also continued to expand rapidly across the country.

2010s

Saga floated on the London Stock Exchange as Saga plc. We created Saga Investment Services, later to be named Saga Money to deliver a range of outstanding products and services that benefit people aged 50 and over. Saga also launched two brand-new luxury cruise ships - Spirit of Discovery and Spirit of Adventure.

Saga's newest cruise ship, Spirit of Adventure