Did you
know that Boomers (those born between 1946 and 1964) spend over $78 million on
vacation travel annually? This equates to $29 billion more than Gen X (those
born between 1966 and 1976), and $23 billion more than Millennials. This
generation values vacation travel as their favorite leisure activity, so it’s
not surprising that they were the first to study abroad, backpack to Europe,
and explore other cultures diligently. As the largest travel group, Boomers
will dominate the market for the next decade, making it important to win their
business by targeting their specific needs and interests. Once you grab their
attention and loyalty, they will readily return to their chosen
destination.
In order
to develop marketing strategies targeted to this group, you need to understand
their priorities. Boomers have reached a stage in their lives where travel is
less about family vacation with great value/pricing and more about culturally
diverse experiences and exploration. Unlike Gen X who travel with their
children, Boomer couples look to reconnect with their significant others and
shut down from the pressures of their daily lives. Boomers are likely to book
cruises and statistics show that all cruise lines (except Disney) are dominated
by Boomer and older travelers accounting for more than half of all cruise
travel. In order to sustain recurring bookings from Boomers, cruise lines will
need to be creative and offer unique experiences catered to this market.
Boomers also have an interest in making a difference and are partial to trips
that involve environmentalism and “voluntourism,” which combines travel with
volunteer work.
When it
comes to booking their travel, this group is most likely to do all of their
research and booking online. On
average, a Boomer will visit four sites to research and three sites to book
travel. This group is known to research the best deals, trendy travel
locations, and tips and reviews from other travelers. Providing as much detail
to them as you can will help you to create a long-term relationship with
them.
Understanding
the Boomer mentality, and specifically targeting their needs, will go a long
way in your rapport with them for the next decade.
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