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ABOUT SAGA

WE'RE BUILDING SAGA'S EXCITING FUTURE TOGETHER

Unstoppable spirit. Making a difference.

Growing success.

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Getting to know us

Our purpose and values

Purpose - Delivering exceptional experiences every day to serve the needs of older people.

Values - Our values are incredibly important for the future – they shape the behaviours we need to successfully deliver the strategy and creative exceptional experiences every day. They create the framework for how we work together as a team.

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Make it happen
We see what needs doing, take responsibility and get it done.
dark blue background with standing man and seated woman looking at computer monitor. Text reads: do the right thing
Do the right thing
We're trusted to do the right thing, even when the going gets tough.
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Customer first
We know our customers and put their needs first, always.
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Excellence every day
We strive for excellence in every single thing we do.
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Our people make us special
We recognise that our people are the difference and support them in achieving excellence.
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Our business

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.

Committed to doing the right thing 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.

No matter where you work, you can get stuck into a breadth of opportunities at Saga. And we’ll give you all the training you need to build a lasting career.

Are you curious, ambitious and driven? Join us and let’s find out how far we can go together.

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Our products

Saga's divisions all focus on the specific needs and wishes of our unique customer group. By gaining an insight into our customers, we are better able to understand their needs and identify products to meet those needs - from cruises on board our luxury ships, Spirit of Discovery and Spirit of Adventure, to our three-year fixed-price insurance product
Cruise ship on the open sea

Cruise

Saga's cruise business, established in 1997, offers over-50's refined and relaxed all-inclusive ocean and river cruise experiences - most recently recognised through the British Travel, Wave and British Cruise Awards.
Two small fishing boats with an azure blue sea

Travel

Founded in 1951, Saga Travel offers award-winning, all-inclusive global experiences. Opening in 100+ countries, we provide diverse holidays, guaranteeing high standards, VIP travel, and an exclusive Price Promise.
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Insurance

Saga Insurance offers tailored motor, home and travel insurance. With a direct distribution strategy, a panel of underwriters, an in-house insurer AICL, we ensure low-cost acquisition and efficient claims management.
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Money

Offering equity release and savings products, Saga Money is partnered with Marcus by Goldman Sachs and currently serves over 130,000 customers with an aggregated £3.5 billion in cash deposits.
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Magazine

Saga Magazine is the UK’s best-selling monthly subscription magazine aimed at readers over 50, and something that we’re really proud of.
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Making a difference

Saga exists to deliver exceptional experiences every day while being a driver of positive change in our markets and communities. Our colleagues live and work throughout the UK, and we operate colleague hubs in London and Kent.

We are proud to support communities through our colleague volunteer days and charitable giving and we encourage our colleagues to participate in events that not only support charities, but also help to bring us together as one team:

  • We offer every colleague paid volunteering days each year, including up to 12 days for uniformed volunteers
  • The Saga workplace lottery distributes money to charities and good causes
  • We support colleagues who are fundraising for charities of their choice through our matched funding scheme
  • As part of our payroll giving scheme, colleagues can donate to charity directly from their salary
  • Saga is proud to be a signatory of the Armed Forces Covenant, a recognition scheme that rewards the efforts of organisations which provide support to this community
  • We provide educational bursaries for the children and siblings of our ship crew, with 443 children receiving an educational bursary during the 2022/23 academic year
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Our ESG strategy

Our ESG strategic framework was informed by a materiality assessment and incorporated feedback from over 1,300 stakeholders. We are committed to delivering against our ESG responsibilities and continuously improving in this area and recognise that sustainability is a journey, not a destination.

We will be transparent and accountable regarding our sustainability efforts as we strive to realise our ESG goals.

View our 2025 ESG Report.

Our ESG framework

Vision: Saga exists to deliver exceptional experiences everyday while being a driver of positive change in our markets and communities
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Championing positive ageing

The ambition to enhance the lives of older people is at the heart of everything we do. We lead with a strong social purpose and aim to pioneer the conversation on positive ageing. We will continue to curate purposeful and sustainable products and services that create connection, confidence and experience.
A whale tale disappearing into the ocean on an orange background with text that reads: '13 climate action' & '14 life below water'

Acting on climate change and biodiversity

As we provide opportunities for older people, we must ensure that we protect our environment. We commit to further evaluating our environmental impact and taking responsibility for our actions. We will work to address our footprint on the oceans and natural world while striving towards achieving net zero.
Two people on a lavender background with text that reads: '8 decent work and economic growth' & '10 reduced inequalities'

Strengthening our exceptional culture

An engaged, inclusive and diverse culture encourages our people to thrive. We embrace diversity and will continue to develop an equitable culture that is focused on growing our exceptional people through engagement and promoting their wellbeing. We promote an inclusive culture where all colleagues have the opportunity to bring their authentic selves to work.

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:

Black and white photo of Rhodesia Hotel
1951
Sidney De Haan founded a travel company from a hotel in Folkestone, Kent - offering affordable off-peak holidays exclusively to retired people.
1960s Saga holiday brochure
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.
Saga 1970's holiday brochure
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.
Saga 1980's holiday brochure
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.
The cruise ship Saga Rose at sea with a tug boat
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.
Person driving in a car taken from the interior
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.
The cruise ship Spirit of Adventure at sea with a tug boat
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.
Spirit of the Danube river cruise ship
2020s
Sir Roger De Haan is welcomed back as Non-Executive Chairman. Spirit of Discovery’s sister ship, Spirit of Adventure launched in 2021. Our first purpose-built river cruise ship, Spirit of the Rhine also entered service in 2021, with Spirit of the Danube joining the fleet in 2022. Saga Money launches four new products and services including mortgages, investments, estate planning and a savings platform.
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