When Preethi Sanjeevi realised there was a gap in the market for travel services catering to those aged 50 to 70, she decided to create a platform dedicated to them.
Approaching this age group herself, she observed that most travel products and services are designed for the under-40 market.
With that, she gathered her co-founders and friends – Ramakrishnan CN and Rajeev Lochan – to launch Greytt, a Singapore-based travel innovation company.
“We’re creating a company where purpose is at the centre of it,” she said. “Greytt is reshaping 50+ travel by shifting the conversation from senior tourism to purposeful longevity living. Many people over 50 still want to explore the world, but uncertainty around convenience, safety and comfort often holds them back. Greytt exists to restore that confidence.”
Greytt Journeys is the company’s proprietary platform that provides customisable travel plans for FIT travellers aged 50 and above. Users can key in their destination and activities of interest to receive a suggested travel plan with relevant hotels, activities and logistics providers tailored to their preferences. Subscribers can continue refining their itinerary until they are satisfied.
The company launched in early 2025 and almost a year later, Greytt has more than 270,000 active users and 13 destinations listed on its platform, including Bali, Tokyo, Seoul, Sydney and Bangkok across Asia-Pacific. The team aims to expand this to 25 destinations by the third quarter of this year.
The relatively limited number of cities reflects the company’s emphasis on ensuring its recommendations are suitable for its target age group.
It does so through Greytt Score, its proprietary Fit-for-50+ rating system that evaluates how suitable a hotel, activity or service is for travellers aged 50 and above.
The score assesses factors such as accessibility, comfort and safety, and ranks accommodation based on how age-appropriate it is, helping travellers make more informed choices when booking their holidays.
It is the details that make the difference.
Users can select detailed preferences when booking accommodation, such as standing showers rather than climbing in and out of bathtubs, quiet environments, the availability of staff for on-site assistance, and access to nearby services such as pharmacies and ATMs.
The long-term vision is for Greytt Score to become for travel what the Michelin rating is for food.
Sanjeevi shared: “In a world where people are living longer, travel becomes a powerful way to stay curious, connected and purposeful. Greytt helps travellers move through the world not cautiously, but confidently and fully.”
