Reaching Babyboomers and Senior Aged Travelers
A statistical fact that might shock many today, is not only the size of the senior population in America and globally, it’s how many are traveling.
By 2050, seniors 60+ will comprise nearly a quarter of the global population. In contrast to Gen Z’s and Millennials who are unfortunately heavy in debt, seniors will be well fixed to travel. By 2050, seniors will be taking 2 billion trips annually. They’ll spend more on holidays than all other groups combined.
Seniors travel is big business with big potential.
Travel agency owners and travel software startup entrepreneurs would be wise to divert their attention to this major target audience and get to know them better.
Baby boomers and older seniors seek travel experiences that align with their unique preferences, abilities and time available. They’re more likely to travel to feel young, explore their curiosity about the world, socialize via tours, experience cities with sightseeing tours, dine at fine restaurants, and immerse in cultural experiences.
While younger generations are limited in budget and time to travel, many seniors have plenty of time, and the intent to spend it traveling. Ocean cruises and multiday tours are very popular with this group and the range of travel packages aimed at them is increasing. They’re online searching for interesting travel experiences. In this post, we’re exploring the profile of the babyboomer/senior traveler and what they want in their travel adventure.
As we know, we’re selling the joy of travel to a group that has its own perspective of what is enjoyable and fulfilling. Given their age, they’re more aware of the world, but they may not be as aware of specific destinations and experiences as even Gen Z’s who are more adventurous.
In terms of revenue and customer loyalty, this group is excellent and may purchase your high-end tours which gives them the quality of experience they hope for.
And you can attract more of this demographic with content with a certain flair giving them the pre-travel experience they’re hoping for.
What Do 60+ Senior Travelers Want?
1. Comfort and Convenience
Even the most vital energetic seniors don’t want hassles, friction, and cancellations. They seek assurance from their travel agent of guaranteed flights, connections, bookings and tours. And they prefer:
High-Quality Accommodations: comfortable and well-maintained accommodations, such as high-end hotels, resorts, or vacation rentals.
Easy Access: They value destinations that are easily accessible, with minimal hassles related to transportation and accommodations. And they prefer to avoid the madding crowds and the stress that creates.
All-Inclusive Packages: Many prefer all-inclusive travel packages that handle the logistics, including meals, excursions, and transportation.
2. Cultural and Enriching Experiences
Historical and Cultural Destinations: Baby boomers are often interested in immersing themselves in the history and culture of a destination. This can include visits to museums, historical landmarks, and cultural events.
Educational Travel: Experiences that offer learning opportunities, such as guided tours, cooking classes, or language courses, are appealing.
3. Health and Wellness
Relaxation and Wellness Retreats: Seniors often prioritize wellness-focused travel, such as spa retreats, yoga vacations, or trips centered around relaxation and rejuvenation.
Active Travel: Many are interested in moderate physical activities like hiking, golf, or walking tours that are both enjoyable and suitable for their fitness levels.
4. Personal Safety and Security
Assurance: Seniors want to feel secure and safe during their travels to avoid danger, airport delays, and exposure to bad people.
Safe Destinations: Seniors tend to prefer destinations with low crime rates, political stability, and good healthcare infrastructure.
Organized Group Tours: Group travel, particularly with experienced tour operators, offers a sense of security and camaraderie.
5. Multi-Generational Travel
Family-Oriented Trips: Baby boomers are often interested in taking trips that accommodate the whole family, from children to grandchildren. Cruise lines, resorts, and vacation rentals that offer activities for all ages are popular.
6. Customized and Slow Travel
Personalized Itineraries: Customized travel plans that cater to individual preferences are in demand. Seniors may prefer longer stays at fewer destinations to fully experience a place rather than rushing through multiple stops.
Slow Travel: This includes extended stays in one location, allowing travelers to absorb the local culture at a relaxed pace.
7. Adventure and Exploration
Bucket List Experiences: Many seniors are focused on ticking off bucket-list destinations or activities, such as visiting iconic landmarks, going on safari, or exploring new continents.
Cruises and River Cruises: These are particularly popular due to the ease of travel, organized excursions, and opportunities to explore multiple destinations without frequent unpacking.
8. Affordability and Value
Affordable Luxury: While some have significant disposable income, they still seek value for money, looking for deals that offer luxury experiences at reasonable prices.
Senior Discounts and Perks: Many are attracted to travel options that offer senior discounts or special perks tailored to older travelers.
How to Reach 60+ Travelers
Now that we’re aware of what they want, the question becomes about how to reach them.
- Your Travel Website: Nothing communicates authenticity, assurance, and business strength than your website. Not only do they learn who you are and what your business values are, they get to experience travel the way you’d like them to. Here your brand is most powerful and persuasive. Add on your travel package listings, and they can be immersed in trips, as described according to your brand.
- YouTube: Yes, seniors use YouTube to learn about destinations. Here they find canned/Generative AI videos and often loud videos for younger age groups.
- Facebook: FB remains a key platform for connections to family and grandkids, and where ads can reach them. Facebook travel groups offer a forum of people who like cruises, destinations, and specific kinds of tours. A Facebook business page can act as a homepage for tours, and in general, FB likes to keep users on the Facebook site.
- email: Good old email never gets old with seniors and babyboomers since they use it more than other generations. Email can keep your agency top of mind with them, with links to your significant travel content for them.
- Travel Influencers: This group of popular travel enthusiasts and video bloggers has immense reach and many cater to the 60+ age category.
- Travel Forums: Web forums such as AARP, Cruise Critic, RickSteeves.com, TripAdvisor and others provide a chance to respond to travelers with all sorts of travel and destination questions.
The goal of your marketing and lead generation program has to be to bring them to your website. This is the best place to achieve:
- brand awareness
- credibility and trust
- significance to them
- immersion in your highly targeted, customized content
- prepare them for their adventure
- interaction and customer service
- optimal presentation of your travel products/services
- best sales conversion results
Your website is the most likely place to generate good leads and convert them to sales, and most importantly, to build a friendship and keep them loyal. Fresh content and news and offers can make your site and business the most important to them. That goal of being “the only travel agency for me” is what you’re after. Because then, competitors don’t matter.
How to Market to Seniors and Baby Boomers
They have a wide variety of wants, desires, needs, fears and habits so one size will not fit all.
Since they all want to feel young, alive and vibrant, your brand messaging might revolve around health, rejuvenation, fun, friendship, love, and shared experiences. Using ageless marketing is wise. Words like old, senior, age should be avoided and instead refer to them as regular people, only having their specific travel preferences.
Your travel content might slant towards classic or epic themes filled with vivid photography, tasteful videos of destinations, venues, restaurants and architecture. The tone of voice should speak to them, be encouraging, and reflect their values as cited above. You’ll want to ensure your travel blog and videos contain their priorities in the What Seniors Want List. Infusing it into the content naturally creates more authenticity and trust, because they can read between the lines. The tone of voice really tells them whether you respect them, like them, and intend to deliver the travel experience they want.
Focus on the specific tours and destination experiences they want and don’t obsess with pricing. This group will spend to get the experience they want.
Joining the Travel Experience With Them
Sometimes having a company representative at key destinations who can take part in the adventure with travelers, to remind them of your company’s presence and caring, and even value via friendship, support and inspiration. There’s nothing like real life engagement to build that emotional connection with your senior travel customers.
Sometimes travel agency owners find time to travel as part of a cruise or major tour and this can be a fantastic value add.
Being personally present to guide the delivery of the experience, learn more about these travelers, and what might be their next travel decision is just part of this wisdom. It can also provide excellent content for your marketing strategy and reinforce the point of your genuine caring, joy of seniors travel, and intent to serve them ideally. You can even strategically present the next travel experience for them personally.
This large and financially enabled group of travelers has the time to become your loyal customer. Approach the opportunity strategically and ensure your travel content is outstanding and written specifically by someone who empathizes with this target audience.
Never lose sight of the fact that you’re actually selling the joy of travel — the emotional rewards achieved through your travel marketing and products. Build the big picture solution and then fill in the service gaps for a compelling travel marketing strategy.
đź“ž Contact Gord at 416 998 6246 for a free review of your travel company’s digital marketing and how my affordable, powerful approach will work.
