There has been much ado online about the differences between generational cohorts. Travel is no exception. A recent survey published by Travel Pulse indicates that Millennials (those between the ages of 18 – 34) are more likely to travel in 2021 than Gen Xers (35-54) or Boomers (55+). Boomers especially are waiting for the relative safety of 2022 and are primarily behind the increase in demand for that time frame.
Still one of the largest cohorts, it is important to understand trends relative to how baby boomers will travel in the future as they will be an essential influence in the return to the norms we used to know.
- Baby Boomers have the money to travel
Although budget is a determining factor for boomers, they are not budget travelers. This cohort has the most disposable income and / or savings and the primary focus for that money is travel. Still mindful of a budget the boomer is drawn to special offers and the add-on perks of loyalty programmes. The largest percentage are interested in luxury travel including customizing tours and upgrading the local experiences to get the most out of their adventures.
- Baby Boomers have the time to travel
Boomers are most likely to plan a year or more in advance and enjoy the planning process itself as much as the eventual vacation. They also have the maximum amount of vacation time available to them or are retired. Boomers prefer to travel in the off season and avoid holidays, even long weekends, that are occupied with families. They also prefer a milder climate.
- Baby Boomers are loyal to traditional travel offerings
Being more brand loyal than millennials, boomers are not as likely to use Airbnb as they still prefer hotels, and will most likely travel by plane or cruise. Boomers want a personalized experience; they want to be respected and noted and appreciate white glove service. They are also fans of active relaxation, such as golf, hiking, wine tasting tours, tennis and jogging so will frequent destinations and itineraries that offer those options.
- Baby Boomers want to connect with the local culture
Boomers are more likely to participate in native cuisines, traditions, pastimes and festivals. They prefer the spiritual and cultural connection offered by exploring art galleries and museums, and culinary activities that allow them to experience with all of their senses. Most importantly boomers want to check off their buck list. In fact this was listed as their #1 reason for travelling according to a Global Newswire article published late in 2019.
- Baby Boomers want to disconnect but are still tech savvy
A good online experience is necessary during booking and planning stages as boomers are more confident online and want accessible websites in order to book travel and excursions for themselves. Boomers will have the full range of technology available to them when travelling so access to Wi-Fi for their smart phones and tablets while abroad is essential. Boomers may not share photos or videos on Instagram or Tiktok but they will maintain contact with family and friends. Although they use social media for travel planning, such as reading articles and blogs for research, boomers are not influenced by it.
As boomer parents with millennial children I find the similarities between the cohorts as fascinating as the differences are challenging. Although we all love to travel finding common ground in order to plan a family vacation can be impenetrable. Regardless, we do find the commonalities more so in our desire to travel, than our actual implementation, and in our love of being together!