History

Saga started its journey from a small hotel in a seaside town in 1951. From here we've expanded across the country with our financial products and the world with our holidays and cruises, finally coming back to your doorstep with healthcare in 2009. Here are just a few of the highlights along the way.

1951

Sidney de Haan founds a travel company in Folkestone, Kent, offering affordable off-peak holidays exclusively to retired people.

1960s

Rapidly growing as a holiday company we pioneer tourism in the Algarve, adding further destinations throughout the UK. We also develop the concept of direct marketing, cutting out the travel agents and dealing directly with our customers.

1970s

We continue to expand adding destinations in Spain, Romania and Yugoslavia. In the UK we become British Rail's largest passenger customer as specially chartered trains carry holidaymakers to and from our holiday destinations around the country.

1980s

Long-haul holidays to Hong Kong, Singapore and Bangkok are added to the travel portfolio, as well as the first world cruise. Saga Magazine, the future bestselling UK monthly, is launched - and the company starts to offer insurance and financial services specially designed for the growing number of customers.

1990s

Our first cruise ship, Saga Rose, enters service. The first all-inclusive holidays in Europe are now offered, and we lower the age restriction for Saga customers from 60 to 50. Andrew Goodsell joined the company and began building Saga Services into a financial powerhouse.

2000s

Saga is brought together with the AA under Acromas Holdings, alongside companies including BSM, Direct Choice, MetroMail, and Titan Travel. Saga Healthcare rapidly expands across the country, and in 2011 Saga Sapphire becomes the latest addition to our fleet of cruise ships.