The majority of Boomers aren’t interested in settling into a chair to watch over the ocean blue until the time comes to grab that early-bird dinner. Boomer travelers ignore marketing geared towards older travelers: classic bus tours, cruises and all inclusive resorts—unless these have been redesigned to fit their needs and interests.
They especially won’t accept tourism products that haven’t changed since their grandparents traveled—which is what many Boomers think of current travel offerings. Their idea of a small tour group isn’t 40 people. Sampling local cuisine no longer means just tasting it but rather Boomers want to be involved in preparing it.
These travelers are looking for more intimate and engaging experiences. Remember that the 60s are the new 50s and so this generation of travelers—made up of movers and shakers—plans to enjoy every minute of their lives in active pursuit of fun and learning.
Successful travel and tourism operators attracting this generation of trip takers know how to balance the right degree of adventure with a level of security that Boomers find attractive. These travelers are also looking for more flexibility in their itineraries, smaller groups and more opportunities to be intellectually and emotionally engaged in activities. Boomers are looking for authentic experiences that bring them closer to people.
The sweet spot between Golden Agers and youths needs to be clearly identified in products and marketing materials especially crafted for Boomers by people who understand this generation. We know Boomers and what they consider important.
Baby Boomers Traveling is the only travel and tourism marketing communications company founded by Boomers and dedicated specifically to fit their needs and desires.
We can help your agency develop what it needs to gain and maintain the trust and the business of this important consumer group.
We know Boomers. We know Travel. We know Marketing Communications.