PLAN YOUR TRIP
Spending a massive $157 billion a year on travel, the Baby Boomer generation can’t be ignored by travel companies. Despite this, Boomers typically research online to make sure they find not only the best products and services, but also the best price. Additionally, 84% of Boomers will use online services to book travel, so companies should consider online presence and reputation to appeal to this generation too.
Baby Boomers’ eagerness to travel and willingness to spend more for luxury in some areas and activities results in interesting travel trends and spending habits that are worth keeping an eye on. Read on for much more about how, where and why Baby Boomers travel.
In 2019, Baby Boomers planned to take 4-5 leisure trips, spending over $6,600 on average.
31% of Baby Boomers travelling internationally in 2019 had already booked their trips by September 2018, which is up from 23% of bookings made in 2017.
47% of Baby Boomers travelling will visit domestic destinations only, 48% plan to travel both domestically and internally; and just 6% plan to travel abroad only.
84% of Baby Boomers will use online services to book their travel.
62% of Boomers will use all or most of their annual leave earned at work versus 77% of Millennials.
Work, money and health are the top 3 factors that stop Boomers from travelling. Although cost is the biggest reason for all ages, 32% of Boomers say that health concerns limit travel.
Boomers contribute 80% of all spending on luxury travel.
Smartphones are essential for 55% of Baby Boomers when travelling.
38% of Baby Boomers have a “travel bucket list”.
In 2019, about 15% of Baby Boomers are planning “skip generation” trips, in which grandparents travel with grandkids and leave the middle generation at home.
A massive $157 billion is spent by Boomers on trips every year.
In 2019, Boomers are expected to spend roughly $2,000 more on travel than both Millennials and Gen Xers.
Before booking a trip, about 95% of Boomers like to know that they have found the best deal.
Baby Boomers spend over double the amount ($1,540) on accommodation than Millennials, however both groups will pay more for luxury.
Over half (56%) of Baby Boomers are willing to pay extra for a luxury trip.
Just 57% of Boomers say that they consider budget as a factor in their trip, and many are willing to book luxury services and packages.
83% of Boomers planning international trips for 2019 had already chosen their destination by September 2018.
By September 2018, 88% of Boomers had chosen their 2019 destination for domestic travel.
By September 2018, 14% of Boomers had booked their 2019 destination for domestic travel.
When planning a trip, over half (55%) of Boomers take online reviews into consideration.
The most popular online tools among Boomers for booking and planning trips are TripAdvisor, Travelocity, Expedia, Google Maps and Yelp.
These vacation spending statistics tell us a lot about how much money Baby Boomers spend on travel and what they consider when booking a trip. Baby Boomers spend a massive $157 billion a year on travel and are expected to spend $2000 more than Millennials and Gen Xers this year. Boomers are definitely prepared to spend their hard-earned cash if it means that they’ll get the holiday they’re looking for.
With just 57% considering budget as a factor when planning trips, for many Baby Boomers, luxury travel is definitely an option on their list. On top of this, Boomers spend over double the amount that Millennials do on accommodation. Regardless, almost all Boomers, a whopping 95%, like to know that they have the best possible deal before booking, suggesting that even when spending a lot on travel, Baby Boomers do like to save where they can.
94% of Baby Boomers are expected to take a minimum of one domestic trip in 2019, with the average number of anticipated trips being 3-4.
53% of Baby Boomers planned to travel internationally, with the average number of trips being between 1-2.
24% of Boomers’ planned international trips for 2019 were “bucket list trips”.
Heritage travel, or revisiting one’s roots or home town, makes up only 1% of planned international trips.
Summer vacations account for 13% of planned domestic trips and is the most popular type of travel. Just 17% of Boomers planned to mix business and leisure on their 2019 trips.
Weekend getaways account for 12% of Baby Boomer domestic trips.
Almost all Baby Boomers were expected to take at least one trip this year. On average between 1-2 international trips and 3-4 domestic trips were taken. This generation certainly likes to travel, but what else can these statistics tell us about travel for Baby Boomers?
A desire of experiencing the things they’ve only dreamt about meant “bucket list trips” were the most popular type of international travel planned by Baby Boomers It’s clear Boomers are more interested in seeing new places rather than somewhere they’ve been before given that heritage travel makes up just 1% of international travel. Summer vacations and weekend getaways make up 13% and 12% respectively of 2019 domestic trips. Boomers aren’t overly interested in mixing work with leisure during their trips, with just 17% of them planning this trip type, compared to 46% of Millennial trips planned.
62% of boomers choose hotels/motels as their preferred accommodation when travelling internationally & 66% also favour them when travelling domestically.
41% of baby boomers chose Europe as a top destination for international travel. England, Italy & France were the most popular countries visited.
Most travellers are drawn to the Southern (38% interested) and Western (29% interested) American states.
Florida, California and New York were 3 of most popular domestic destinations.
87% of Boomers choose to travel by plane when travelling internationally.
When travelling domestically, Boomers will use planes (66%) and personal vehicles (61%).
On average, Boomers travel 27 days a year. This is less than Gen Z and Millennials but more than Gen X.
So where do Baby Boomers like to travel? A trend analysis shows that European countries are certainly popular, with 41% of Boomers interested in Europe for international travel. When looking at trips in America, we can see that the southern and western states such as Florida and California are popular travel destinations for Baby Boomers. Perhaps this is in part due to the warmer weather and tourist attractions.
Boomers choose planes for the majority of their transport needs and also travel for 27 days a year on average, which is less than both Gen Z and Millennials but more than Gen X. We already know that many Boomers are prepared to spend more for a luxury itinerary. Although they don’t travel the most, they like to make an experience of it, with luxury activities and efficient travel.
92% of Boomers bring smartphones on domestic trips whereas just 54% do so on international travels.
When on an international holiday, Baby Boomers carry their smartphones on them 52% of the time.
On domestic holidays, Boomers keep their smartphones on them 72% of the time.
Just 7% of Boomers do not intend to use their smartphones on any holiday.
Boomers most commonly use smartphones for taking photos while travelling.
Of those travelling with a phone, 83% take photos on international trips, while 85% do so on domestic holidays.
Baby Boomers are more likely to be seen using their phones during domestic trips rather than international trips. And, 92% bring their smartphones with them on domestic trips while just 54% do so on international trips. Boomers also keep their smartphone on them 72% of the time on domestic trips compared to just 52% of the time on international holidays. On both domestic and international trips, smartphones are most commonly used by Boomers to take photos. Just 7% don’t intend to use a smartphone on holiday at all.
78% of Boomers are members of an airline loyalty programme.
76% of Boomers are members of a hotel loyalty programme.
40% of boomers are enrolled in a car hire loyalty programme.
27% of boomers are members of a cruise loyalty programme.
We already know that Baby Boomers like to plan their travel in advance and find the best deals on their trips, and one way to do this is through loyalty programmes. Airline loyalty programmes are the most popular travel-related loyalty scheme amongst Baby Boomers. Boomers often prefer to travel via plane when taking a trip and so, 78% of Boomers are members of an airline loyalty programme. Boomers are always on the hunt for a good hotel deal, with just over 75% of the generation being members of a hotel loyalty programme.
57% of Boomers are motivated to travel to see family and friends, 48% travel to rejuvenate and relax, and 47% are motivated by getting away from everyday life. These are the top reasons for Boomers to travel.
53% of boomers are interested in eating a meal with locals while travelling internationally, whereas 42% are during a domestic trip.
50% of boomers are interested in touring with locals on an international trip, whereas just 24% are on a domestic trip.
22% of boomers are interested in staying with locals on domestic or international trips.
We have a good idea of the how and the where, but why do Baby Boomers travel and what do they like to do when they’re away? The top travel motivations for Boomers are to see family and friends, rejuvenate and relax and to get away from normal, everyday life. Compared to Boomers, Millennials and Gen Xers find more motivation and satisfying a craving for adventure.
Despite this, more Boomers are interested in eating a meal and touring with locals on an international trip than they are on a domestic trip. Baby Boomers are more than willing to leave behind the normal and everyday to instead explore something new.