Baby boomers are going to take the travel business by storm. Mult-millions of boomers will be making travel their primary means of fun, entertainment, adventure, and learning during the next few decades. The question is, will the travel business be ready to give them the attention, quality, and variety of options they desire. This is by far America's most traveled generation, so they are not babes in the woods when it comes to travel knowledge or expectations. They will want innovative, unusual choices that can be planned and implemented without a hitch.
• Boomers want to enjoy themselves—in a unique sort of way. They are adventurous and ready for one-of-a-kind destinations and experiences.
• Boomers expect immediate gratification—remember, this is the NOW generation. Decisions may be made efficiently and quickly, and they want to schedule and travel according to their timeline.
• Their are not that many passive boomers. Active is their middle name—they want to do, to experience, and they want convenient service.
• Boomers are big consumers—they are willing to pay the price if they know it is worth the value.
• Creature comforts are important. They can rough it and some like the rustic challenge of experiencing "reality" trips or going where few have gone before. But at the end of the day, many like the lifestyle comforts to which they've become accustomed.
• The more sophisticated, luxury boomers will pay well for a travel package that delivers.
• They aren't gullible and they will see through institutions and "experts" who promise too much.
• Boomers are single, married, looking for a soulmate, or just wanting to take off with some friends. They tend to enjoy associating with folks like themselves—their own age or younger. They'll avoid stodgy, old school people, places and ideas and that attitude originated way back in the turbulent 60s.
• Some of this demographic are grandparents, some are single, and some even have young children or teens. A relatively small percentage are retired, but 10,000 more are retiring every single day. Some are starting new careers and building up while others are considering downsizing. These factors significantly influence travel needs and behavior. Some will be traveling for months each year while others will plan perhaps a month or two of travel per year.
• Boomers will choose so many modes of travel: RV motoring, camping, flying, cruising, railroading, and even bussing.
We boomers are a force to be reckoned with and we can look forward with anticipation to the next few decades. Start planning your travel now and enjoy these years you've been looking forward to all your life. Find a travel agent who can help you book the trips you've been dreaming of.
Debra Fortosis
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