More than 25,000 votes have so far been cast by consumers for the awards, run by Silver Travel Advisor, which recognise travel firms and destinations that best service the over-50s market.

The number of travel categories for the 2018 edition has been expanded to 21.

Voting closes on May 15 and a ceremony revealing winners will be held at the National Portrait Gallery in London on July 9.

Silver Travel Advisor will continue its musical partnership with Classic FM for a second year, with presenter John Suchet hosting the evening.

Debbie Marshall, managing director of Silver Travel Advisor said the over-50s consumers were “key drivers of the UK travel industry”.

“Life expectancy is rising, and the over-50s have a passion for new experiences and discoveries,” she said.

“These awards give mature travellers the opportunity to recognise and reward the companies which are responding best to their ever-expanding travel horizons, meeting their needs and delivering their holiday dreams on the water, in the air and on the ground.”