Boomers
The Sky's The Limit: Travel Trends Among The Baby Boom Generation & Beyond
Research Report
Focalyst
June 2007
Learn More
- Report Home
- Executive Summary (PDF)
Related links
See also:Socially Conscious Shopping Behaviors Among Boomers
Travel is an important part of the lives of Baby Boomers and older adults. Released by AARP Services, Inc. and Focalyst, this executive summary of a recent report discusses these consumers' attitudes about traveling, as well as what types of trips they are planning to take, where they get vacation ideas, their brand loyalty, and how life stage and household composition impact travel plans.
According to this survey of over 30,000 Boomers (born between 1946-1964) and Matures (born before 1946), this population represents a sizable market for the travel industry. More than 81 million adults aged 42 and older are planning to travel in the next year, and collectively they plan to spend $126 billion on their next trip alone. One of the most lucrative segments of this population is Boomers with children under the age of 18 living in the household. On average, these families take trips in the largest groups and their spending per trip was highest among all segments.
Key findings on marketing travel to Boomers and Matures include:
- Safety is a huge concern, regardless of age. While Boomers perceive themselves to be more adventurous than Matures, adventure should be within the context of safety.
- Word of mouth marketing is extremely effective in travel marketing—nearly all Boomer and Mature consumers report using word of mouth for travel ideas.
- There is very little brand loyalty when it comes to travel planning among both Boomers and Matures.
- Life stage has a huge impact on travel attitudes and behaviors. Factors such as working status, household composition, and wealth strongly influence vacation planning.
For more information or to obtain the full study, contact Jackie Bartolotta, Focalyst, at 212-548-7254.