The Mature Traveler and the Baby Boomers

With more time and money, the mature consumer is the leading and fastest-growing market segment in the travel industry. Currently at 21 percent of the U.S. population, the aged 55 and older population will soon be tipping the scales as 78 million as Baby Boomers turn 55 and enter their "junior mature" years. But there are big differences between Baby Boomers and the older 65+ population.

The Mature Traveler*

• Mature travelers account for 31% of all trips taken in the U.S. compared to 45% generated by Baby Boomers.

• Four out of five Mature trips include an overnight stay. These overnight trips are more likely to include shopping and visiting historical places or museums. Matures, on average, spend $507 on overnight trips and $143 on day trips.

• Group tours are twice as popular on day trips than overnight trips.

• Day trips are just as likely as overnight trips to include gambling and attending sports events.

• Matures are more likely to stay in the homes of friends or relatives whereas Baby Boomers are more apt to find lodging in hotels, motels, or B&Bs.

• Shopping is the favorite activity of the mature traveler - 3 out of 10 trips include shopping. Other preferred activities include visiting historical places or museums, attending cultural events or festivals, gambling, and outdoor activities.

• Mature travelers travel year-round with summer and fall trips being the most popular.

The Baby Boomer Traveler**

• Relaxation or "break in routine" was the primary purpose for the Baby Boomer's trip. However, they prefer "active" relaxation - bicycling, hiking, visiting scenic and historical attractions, shopping, fishing and camping.

• The Baby Boomers report word of mouth, magazines and newspaper articles, and advertising as sources of information to select their destination.

• They found lodging through the Internet, AAA guides and in brochures they had ordered from convention and visitor bureaus. They relied on the same sources as well as family and friends to find out about restaurants and area activities.

• Empty nesters/aging baby boomers travel without a lot of preparation. These visitors indicated their daily lives were structured and they looked forward to unstructured leisure time, often waiting till they arrived at their destination to discover what was available.

How to market your area, event or attraction to Baby Boomers:

• Relaxation should be your focal point.

• Highlight all the activities your area has to offer - and make sure you have the area expert on-hand so visitors can tap into them to help make their travel choices.

• Show off what is unique about your area by presenting the things they can't do at home.

• Highlight your area's ethnicity, historical sights, scenic views or spectacular opportunities.

• Exceptional customer service and hospitality that goes above expectations.

*Source: The Travel Industry Association of American (TIA) Mature Traveler-Edition 2000 publication.

 

**Source: 1999 Wisconsin Department of Tourism conducted focus groups of empty nesters and aging baby boomers.

 

For more information about this research, contact Sue Hamilton at 608/266-6792 or shamilton@travelwisconsin.com