Tapping Into the Boomer Travel Market

A senior traveler taking a photo.
by Sunny DeWeez
Advertising Account Manager

The Baby Boomer generation, born in the two decades after World War II, is now at retirement age, and with freed-up time and funds, they are embracing travel. Older travelers may be an untapped market for your destination. Make sure you’re reaching out in ways that draw them in.

Why Market to Boomers?

With their families grown and children’s college loans paid off, Boomers have fewer responsibilities at home and more money to invest in experiences. According to Skift research, Baby Boomers are major travel spenders. This age group also has a sense of purpose—they’ve lived long enough to know what they want.

Those who’ve retired often have unlimited vacation time. They often travel with friends or to visit loved ones, which means they purchase more tickets for museums and attractions, make larger reservations at restaurants and spend more money on shopping. According to The State of the American Traveler, 55.2% of Boomers are prioritizing travel as a budget priority in the next three months. Moreover, the yearly average leisure travel spend for Boomers is $6,459, higher than all other age categories.

The International Angle

As you’re considering the Boomer market, be sure to include international visitors as part of your target audience. They have a longer travel stay than domestic travelers and often visit multiple destinations while they are stateside. Since seniors are bigger travel spenders, their longer stays will exponentially benefit your destination. You can benefit from promoting your destination to international travelers ahead of milestones like the Route 66 Centennial and the 250th anniversary of the United States. The World Cup and Olympic Games are large events that naturally draw international visitors, including older travelers.

International travel among older generations has drawn global attention. After China’s seniors spent over $224.6 million on their travel platform, Trip.com Group launched the Old Friends Club in 2024, designed for those aged 50 and above. Trip.com sees this demographic as a key area for growth as the aging population increases.

What Interests Retirement-age Travelers?

In general, retirement-age travelers are looking for comfortable lodgings and unique experiences. According to The State of the American Traveler, 67% of retirees will stay in a full-service or luxury hotel on their trips. Their top travel passions include visiting historical sites and attractions; older female travelers, specifically, look for wellness and adventure travel and often take solo trips after major life events.

Though their travel budget is healthy, Boomers also appreciate value in their experiences. Highlighting travel groups (AAA) or senior discounts may encourage retirees to choose your destination over others.

How Can Destinations Reach Senior Travelers?

Here are several strategies DMOs can use to connect with Boomer-aged travelers:

Invest in Your Website

According to The State of the American Traveler, 30.6% of senior travelers use search engines to view websites, so make sure your site is SEO enhanced and infused with current content. Moreover, retired travelers often plan in advance, so promoting annual events on your website can inspire a future trip.

Use Email Strategically

Seniors also rely on email, so creating a newsletter and encouraging signups to enlarge your database will keep your destination top of mind. Older travelers are less likely to use online travel agencies, so include links to direct booking for your destination partners. Social media and digital influencer content have minimal value in attracting this age group, so you can focus your marketing efforts in those channels on younger travelers.

Promote Activities and Services

This segment is often interested in guided activities. When marketing to retirees, including resources for group sightseeing tours and promoting activity options for relaxing days can be effective. Museums or parks with ample seating or free admission make a nice complement to “must-see” high-energy events. You can also list valet or luggage porting services and other luxury or comfort items at your points of entry.

Emphasize Accessibility

While still living an active life and enjoying travel, seniors are more likely to have mobility concerns than younger travelers. Providing peace of mind for practical seniors can increase their interest in your destination. Promoting accessible options like ramps and ample parking and including information on hospitals and pharmacies as part of your website resources can reassure them that they can have meaningful experiences in your destination.

Boomer visitors are a valuable market for destinations. Highlight their interests, reach them through preferred channels, and you’ll benefit your destination’s budget as well as these travelers’ life experiences.

So why wouldn’t you promote your destination to the older traveler? It would be like throwing money out the window. And as your grandma taught you, you shouldn’t be wasteful!

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