Although Millennial travel trends capture a lot of attention, the reality its Baby Boomers largely have more time and money for travel, so travel marketers should pay attention to how Boomers research and book travel.
- Baby Boomers remain key for travel marketers as they largely have more time and money for travel;
- Understanding how Baby Boomers research and book travel are key to understanding habits in this market;
- Research from Expedia Group Media Solutions shows Boomers “love their desktops”, with 86% using those devices to find inspiration;
- The research shows that while most Boomers stated they look for the best deals and most value for their dollar, just over half prioritise budget when travel planning.
Research from Expedia Group Media Solutions shows Boomers “love their desktops”, with 86% using those devices to find inspiration for travel locations compared to 11% for mobile devices.
Roughly 54% of Baby Boomers turn to online travel agencies (OTAs) for vacation planning while 50% look to search engines.
“Like desktops, OTAs and search engines are proven methods up which Boomers can rely,” said Expedia Group Media Solutions.
Outside of OTAs and search engines, 47% of Baby Boomers turn to family and friends for travel inspiration.
The research also shows that while 95% of Boomers stated they look for the best deals and most value for their dollar, only 57% prioritise budget when travel planning.
Expedia offered an ironic answer to that discrepancy – the gift of freedom. “It allows them to travel when it’s most convenient, and they can wait for prices to be at their lowest. In other words, Boomers don’t mind spending money on a trip…but they do like to think they’re getting a good deal.”