Trekksoft (an online booking and payment software provider for tour and activity companies) has released its Travel Trends Report 2018. The research team broke down how the baby boomers will approach travel in 2018. These are the key findings.
Trekksoft researcher, Sarah Burkhard, says: “You may have caught on that the term ‘senior citizen’ might not make your grandma very happy. The fact is ‘old age’ just isn’t as old any more.”
Burkhard points out that, in contrast to previous generations, studies show baby boomers are living longer, retiring later, and “healthy enough to trade in Tuesday night bingo at the rec centre for more active social plans”. She adds: “For industry experts, it will come as no surprise that we can expect baby boomers to enjoy just as much leisure travel in 2018 as was anticipated for 2016 and 2017.”
While much of that data has stayed the same, according to AARP’s (America’s largest non-profit, nonpartisan organization dedicated to empowering Americans 50 and older to choose how they live as they age) summary in 2017, some of their behaviours are starting to blend in with other age groups.
“For example, even though there was a lot of travel expected in 2017, nearly 85% of these trips weren’t booked until the last minute. With online and mobile booking, it’s now easier than ever to book activities and accommodations within days of departure,” says Burkhard.
The data shows that 57% of boomers travel to spend time with loved ones, while 39% take trips to step outside their everyday life (similar to findings from the 2016 AARP Travel Research data). However, unlike in previous years, only 38% of those surveyed are taking trips to relax and rejuvenate.
Burkhard says: “The data from these surveys would suggest that boomers (who have been long been given the reputation of wanting to relax) are actually looking for more adventure than Gen Xers. The 30s to 50s crowd is looking for the most rest and relaxation while the 65+ folks are wanting to socialise and carve out some time for adventure.”
Some of the changes observed since the 2016-2017 data is that seniors are shifting away from the traditional relaxation vacations we’ve long associated with the age group.
“Now is not the time to worry about whether or not this generation can keep up. Remember, your customers wouldn’t book your tour or activity if they didn’t want the experience. This applies to every age group and ability level. Sensible modifications and assistance should always be made available, but you don’t need to completely change your itinerary,” advises Burkhard, adding that operators should avoid being patronising of their senior customers.
She says traditional communication channels are still the key tools to use when marketing to baby boomers. “Brochures, newspaper advertising, and local radio ads can still grab the attention of this generation. In your promotions, the most important thing to do is find the balance between the two extremes of online and offline.”
