Know the Market: Baby Boomers

As Baby Boomers begin their golden retirement years, many are heading out to new destinations in order to explore the world. Your tour and activity company can capture the attention of this powerful market segment by catering your marketing promotions as well as your products to this generation.

This Rezdy guide will give you all of the information you need to know about Baby Boomers and their travel preferences.

Who are Baby Boomers and Will They be Traveling? 

Baby Boomers are defined as active older adults born in the postwar years between 1946 and 1964. They are a significant group to appeal to worldwide, as they comprise about 25% of the world’s population and, being predominantly retired after long careers, they have plenty of disposable money. Baby Boomers are expected to travel well into their retirement years, and most of them are not new to the globetrotting experience. In fact, it is expected that Baby Boomers will explore diverse and eclectic destinations that their own parents would not have considered. According to a recent report, 99% of all Baby Boomers planned to take at least one leisure trip in 2016 — which means that your tour and activity company will want to market your products to this vast group of motivated travelers.

Trends that Appeal to Baby Boomers

Baby Boomers consider themselves to be lifelong learners, so they are always interested in booking an educational experience or a hands-on activity. They also have an appreciation for their family members, and often book multi-generational trips with their children and grandchildren. This allows them to make memories and experience the world with those that matter the most. Finally, Baby Boomers have worked hard for their entire lives, and many of them have the means to enjoy the finer things in life. This market has an affinity for luxury travel, and are willing to spend more for an enhanced experience.

How to Reach Baby Boomers

Baby Boomers are booking their trips online, so you will want to make it easy and convenient for them to research and finalize their bookings through your website. Include images of people enjoying your activities, as they are smart buyers who like to have an idea of what to expect from an activity before they book it. Provide additional information about the amenities that you have available and encourage them to book with you because you offer a premier experience.

Tour and Activity Products that Appeal to Baby Boomers

Products to consider implementing at your company include:

• Educational tours that include opportunities for hands-on learning.
• Tour packages that partner with a local restaurant and give visitors an opportunity to enjoy an authentic meal.
• River cruises – if there is a river cruise company that operates in your area, it could be worth enquiring whether they would like to partner with you for a day excursion activity
• Activities that appeal to a broad age range, allowing them to book these excursions for their entire family that is embarking on a multi-generational trip.

Baby Boomers may be entering their retirement years, but they are an increasingly tech-savvy generation that understands the power and convenience of the Internet. You will want to implement an online booking engine in order to drive direct bookings with this motivated demographic. To find out more information about Rezdy and how it can improve your tour and activity business, begin your free demo today.