Baby boomers today are between 35 and 53 years of age. They are in their peak earning years, and the oldest of them have reached the prime age for travel. Boomers, however, are significantly different travel consumers than their parents, and experts expect them to maintain those differences as they age. To help marketers more effectively target boomers today and in the future, Travel Marketing Decisions interviewed a series of experts to gather insight into this enormous and potentially lucrative segment.
Boomers have traveled more than their predecessors. As experienced travelers, boomers seek out more exotic destinations or more in-depth ways of experiencing familiar places. "You're not likely to see them on bus tours of the U.S. because they already did that on their bikes or with backpacks," said Courtney Day, senior vice of the Senior Network, a New Jersey research and marketing firm that specializes in the older consumer.
Been-there-done-that is one reason adventure travel appeals to them, Day said. She defined adventure travel as either physically-challenging outdoor activity or an off-the-beaten-path destination. Because boomers are interested in bettering themselves, intellectually stimulating travel also holds appeal.
Boomers think they are special. Always been a force to be reckoned with, they are very demanding consumers. "Whether they go budget or luxury, boomers tend to want the best," said Day.
Boomers like things that reinforce their feelings of specialness, so they are attracted to credit cards that offer preferred theater seats or tours that give them after-hours access to a museum. They also want products designed to fit their individual needs, so customization, or the illusion of it, is important.
What boomers definitely do not want is herding. To many boomers, group travel has the faint aroma of a cattle drive. This has prompted some operators to drop tours from their names. Others have pared down group size, either by forming smaller groups or breaking larger groups into subsets which engage in different activities simultaneously.
Day suggested tour operators offer products that provide group transportation and accommodations, but impose a less rigid structure on travelers' daily movements. "I can see a much more à la carte approach that allows more independence," she said. The experts also recommended promotional materials down play the group aspect of tours and emphasize the benefits to individuals.
Boomers are time deprived. To get relief from their stressful schedules, boomers vacation at spas where they can do absolutely nothing but be pampered. Or they may go to the opposite extreme, choosing adventures that are physically or mentally challenging - or both.
"Group travel is turnkey travel," noted the Senior Network's Day, so the boomers' time deprivation can be a boon for tour operators. Letting somebody else deal with all the details is very appealing, she said, but the hang-up for boomers is trust. They wonder whether they can rely on somebody else to plan their kind of trip.
When booking travel, boomers also need time-saving devices. They like 800 numbers, the Internet, videos and virtual reality because they offer convenience and interactivity. Their predilection for technology can reduce travel suppliers' costs for agents' commissions and printing and mailing brochures. However, it also means call centers must be staffed to meet whenever boomers call.
Internet use is so common among Mature Traveler readers, editor Malott automatically lists website addresses along with phone numbers. Day pointed out that boomers use the Internet more for information gathering than booking. "It's human nature to want to feel connected to what you're about to sign up for," she said. However, she added, boomers also like the freedom of not involving other people when they are exploring a subject. Their attitude is, "When I've decided, I'll initiate the next move."
Boomers will pay for luxury, expertise and convenience. ATM fees, nannies and bottled water prove boomers are willing to pay for what they want. Mancini noted, "Boomers are willing to do things for themselves, if it's a hobby or if they think it won't require too much effort, but they really like to hire others to do it for them because it implies status."
Day added, "When boomers travel, they want to do it right. They still look for a bargain, but a bargain to them means getting a good price on something of great value."
Organized group travel becomes valuable to boomers when it's a physically or mentally challenging adventure, but they don't have the skill level to do it themselves. Or when safety and cost make traveling with a group more practical. "You get to an impasse where you need the experts to facilitate the experience," noted Day.
To attract boomers, tour operators must emphasize their expertise. They must add value boomers can't get on their own. Guides must become like personal trainers and demonstrate the skill and knowledge boomers will respect and pay for.
Boomers want to have fun. It's not surprising that adult teenagers put a premium on having a good time. Although fun, like beauty, is in the eye of the beholder, Day said companionship, stimulation and the cultural/social experience make travel fun for boomers. She added, "Part of the enjoyment of the experience is knowing it's unique -that's part of the rush."
Day said tour operators and destinations can increase the fun factor by encouraging boomers to bring friends with them. A group isn't a negative when it's a group of their own friends, she said.
Day also pointed out, "Fun that is too difficult to obtain isn't fun at all." This again underscores the importance of making the travel purchase quick, easy and convenient.
Finally, boomers desire to have fun and make money is driving some career changers into the travel industry. According to Marc Mancini, president of Marc Mancini Seminars and Consulting, these entrepreneurs are carving out niches that will have a major impact on the business.
