---
title: "Boomer travel: Targeting the 'most valuable generation'"
description: If American seniors were a country, they would constitute the world’s third largest economy, and account for 80% of all travel spending. They spend $150 billion annually on travel, and will take 4-5 leisure trips in 2019. Here are three approaches to help you woo this affluent demographic.
image: https://www.slingshot.com/hubfs/active-bikes-cyclist-264073.jpg
---
[](https://www.slingshot.com/circa46)
[](https://cta-redirect.hubspot.com/cta/redirect/175116/ac5a4edb-dd5a-4f5a-88fb-0b89dc948bda)
[](https://cta-redirect.hubspot.com/cta/redirect/175116/cbb29622-d2c4-4fc1-847e-20d2106c3c56)
**
** **
[](https://www.slingshot.com/circa46)
[](https://cta-redirect.hubspot.com/cta/redirect/175116/ac5a4edb-dd5a-4f5a-88fb-0b89dc948bda)
[](https://cta-redirect.hubspot.com/cta/redirect/175116/cbb29622-d2c4-4fc1-847e-20d2106c3c56)
**
** **
[](https://slingshot.com/circa46)
[](https://cta-redirect.hubspot.com/cta/redirect/175116/fd350eb2-3800-416d-ae17-636dfeaae51f)
[](https://cta-redirect.hubspot.com/cta/redirect/175116/cbb29622-d2c4-4fc1-847e-20d2106c3c56)
**
** **
Search
**Menu**
** **
[](https://cta-redirect.hubspot.com/cta/redirect/175116/1720dbe2-baea-483c-a9a2-1bda395deef2)
[](https://cta-redirect.hubspot.com/cta/redirect/175116/cbb29622-d2c4-4fc1-847e-20d2106c3c56)
[**Circa46 Blog](https://www.slingshot.com/circa46/blog)
[**Back to All Articles](https://www.slingshot.com/circa46/blog?hsLang=en)
# Boomer travel: Targeting the 'most valuable generation'
May 3, 2020
*In this special contribution, Paul Flowers, President of [Circa 46.](http://www.circa46.com/), continues his exploration into what makes Baby Boomers such vital and lucrative targets for most any leisure travel brand or destination.*
Consider this: if American seniors were a country, they would constitute the world’s third largest economy – behind the U.S. and China, but ahead of India and Japan. Described as “the most valuable generation in the history of marketing” by A.C. Nielsen, the senior cohort is where the money is–responsible for 50% of all consumer spending and controlling more than 70% of total U.S. net worth.
These realities carry over to the travel industry. Seniors make up roughly 20% of the population but account for 80% of travel spending, including:
- 31% of all leisure travel vacations
- 80% of all luxury travel
- 72% of all RV trips
- 70% of all cruise passengers
Boomers spend $150-billion annually on travel, and will take 4-5 leisure trips in 2019. In another recent blog post, we touched on [the impact Boomers have on luxury travel.](https://www.slingshot.com/blog/baby-boomers-are-spending-big-on-luxury-travel) But there's more to the story. Here are three more things to consider to help you woo this affluent demographic:
##### **The Boomer “Bucket List”**
38% of Baby Boomers say they intend to travel to strike something off their “bucket list” in 2019. According to *U.S. News & World Report**,* that bucket list usually consists of multiple items (eight on average) that might include:
- Places they’ve dreamed about visiting
- Adventures they’ve wanted to experience
- Educational opportunities that stimulate their minds
The point is, Boomer travelers want adventure and/or stimulation.
##### ***Anytime* Is a Good Time for Travel**
Seniors generally have more free time than any other cohort – especially those who are retired – making them a great target for leisure travel during the industry’s slower months. For example, January is an especially popular travel month for seniors. Focus on those slower months, offering discounted travel deals to encourage them to take a trip.
##### **Half the Fun Is in the Planning**
Whether planning personalized travel or selecting the right tour, seniors are well read and well researched, having spent weeks – and maybe months – planning a vacation. In AARP’s[ “2019 Boomer Travel Trends”](https://www.aarp.org/research/topics/life/info-2018/2019-travel-trends.html) research study, 31% of respondents had already booked their 2019 travel, while another 41% reported that they were actively in the planning process.
Seniors love reading about travel and are more likely to request, read and respond to travel collateral. That includes travel magazines, direct mail and catalogs. This is consistent with senior behavior related to almost any advertising. They prefer hardcopy over digital communication. However, don’t dismiss online. TripAdvisor’s “TripBarometer Travel Trends” study shows that 55% of Boomers take online reviews into consideration when planning a vacation. Furthermore, 84% have purchased travel online.
The Boomer generation is the first generation that did not see travel as a luxury. They are in a place in life where they prefer spending on experiences more than spending on goods – and they have the resources to do so. Don’t discount the potential of the senior cohort.
## Comments
### About This Blog
This is where you give the visitor a brief introduction to both this blog and your company. Keep it short. [More →](https://www.slingshot.com/blog)
- [Recent](https://www.slingshot.com/circa46/blog/baby-boomers-are-spending-big-on-luxury-travel-0#recent)
- [Archive](https://www.slingshot.com/circa46/blog/baby-boomers-are-spending-big-on-luxury-travel-0#archive)
- [advertising (2)](https://www.slingshot.com/circa46/blog/tag/advertising)
- [affluent consumers (1)](https://www.slingshot.com/circa46/blog/tag/affluent-consumers)
- [Baby Boomers (7)](https://www.slingshot.com/circa46/blog/tag/baby-boomers)
- [caregivers (1)](https://www.slingshot.com/circa46/blog/tag/caregivers)
- [generation X (1)](https://www.slingshot.com/circa46/blog/tag/generation-x)
- [marketing (4)](https://www.slingshot.com/circa46/blog/tag/marketing)
- [millennials (1)](https://www.slingshot.com/circa46/blog/tag/millennials)
- [websites (1)](https://www.slingshot.com/circa46/blog/tag/websites)
[More...](https://www.slingshot.com/circa46/blog/baby-boomers-are-spending-big-on-luxury-travel-0#)
- [March 2020 (2)](https://www.slingshot.com/circa46/blog/archive/2020/03)
- [January 2021 (2)](https://www.slingshot.com/circa46/blog/archive/2021/01)
- [March 2021 (2)](https://www.slingshot.com/circa46/blog/archive/2021/03)
- [October 2023 (2)](https://www.slingshot.com/circa46/blog/archive/2023/10)
- [February 2020 (1)](https://www.slingshot.com/circa46/blog/archive/2020/02)
- [April 2020 (1)](https://www.slingshot.com/circa46/blog/archive/2020/04)
- [May 2020 (1)](https://www.slingshot.com/circa46/blog/archive/2020/05)
- [June 2020 (1)](https://www.slingshot.com/circa46/blog/archive/2020/06)
- [July 2020 (1)](https://www.slingshot.com/circa46/blog/archive/2020/07)
- [August 2020 (1)](https://www.slingshot.com/circa46/blog/archive/2020/08)
- [September 2020 (1)](https://www.slingshot.com/circa46/blog/archive/2020/09)
- [October 2020 (1)](https://www.slingshot.com/circa46/blog/archive/2020/10)
- [November 2020 (1)](https://www.slingshot.com/circa46/blog/archive/2020/11)
- [December 2020 (1)](https://www.slingshot.com/circa46/blog/archive/2020/12)
- [February 2021 (1)](https://www.slingshot.com/circa46/blog/archive/2021/02)
- [April 2021 (1)](https://www.slingshot.com/circa46/blog/archive/2021/04)
- [May 2021 (1)](https://www.slingshot.com/circa46/blog/archive/2021/05)
- [June 2021 (1)](https://www.slingshot.com/circa46/blog/archive/2021/06)
- [July 2021 (1)](https://www.slingshot.com/circa46/blog/archive/2021/07)
- [August 2021 (1)](https://www.slingshot.com/circa46/blog/archive/2021/08)
- [September 2021 (1)](https://www.slingshot.com/circa46/blog/archive/2021/09)
- [November 2021 (1)](https://www.slingshot.com/circa46/blog/archive/2021/11)
- [December 2021 (1)](https://www.slingshot.com/circa46/blog/archive/2021/12)
- [February 2022 (1)](https://www.slingshot.com/circa46/blog/archive/2022/02)
- [April 2022 (1)](https://www.slingshot.com/circa46/blog/archive/2022/04)
- [May 2022 (1)](https://www.slingshot.com/circa46/blog/archive/2022/05)
- [July 2022 (1)](https://www.slingshot.com/circa46/blog/archive/2022/07)
- [August 2022 (1)](https://www.slingshot.com/circa46/blog/archive/2022/08)
- [September 2022 (1)](https://www.slingshot.com/circa46/blog/archive/2022/09)
- [October 2022 (1)](https://www.slingshot.com/circa46/blog/archive/2022/10)
- [December 2022 (1)](https://www.slingshot.com/circa46/blog/archive/2022/12)
- [January 2023 (1)](https://www.slingshot.com/circa46/blog/archive/2023/01)
- [March 2023 (1)](https://www.slingshot.com/circa46/blog/archive/2023/03)
- [April 2023 (1)](https://www.slingshot.com/circa46/blog/archive/2023/04)
- [June 2023 (1)](https://www.slingshot.com/circa46/blog/archive/2023/06)
- [September 2023 (1)](https://www.slingshot.com/circa46/blog/archive/2023/09)
- [December 2023 (1)](https://www.slingshot.com/circa46/blog/archive/2023/12)
- [January 2024 (1)](https://www.slingshot.com/circa46/blog/archive/2024/01)
- [February 2024 (1)](https://www.slingshot.com/circa46/blog/archive/2024/02)
- [April 2024 (1)](https://www.slingshot.com/circa46/blog/archive/2024/04)
- [June 2024 (1)](https://www.slingshot.com/circa46/blog/archive/2024/06)
- [August 2024 (1)](https://www.slingshot.com/circa46/blog/archive/2024/08)
- [October 2024 (1)](https://www.slingshot.com/circa46/blog/archive/2024/10)
- [November 2024 (1)](https://www.slingshot.com/circa46/blog/archive/2024/11)
- [January 2025 (1)](https://www.slingshot.com/circa46/blog/archive/2025/01)
- [February 2025 (1)](https://www.slingshot.com/circa46/blog/archive/2025/02)
- [April 2025 (1)](https://www.slingshot.com/circa46/blog/archive/2025/04)
- [September 2025 (1)](https://www.slingshot.com/circa46/blog/archive/2025/09)
- [October 2025 (1)](https://www.slingshot.com/circa46/blog/archive/2025/10)
[More...](https://www.slingshot.com/circa46/blog/baby-boomers-are-spending-big-on-luxury-travel-0#)
### Are you ready for your business with the lucrative senior market to start thriving? We’d love to hear from you.
### Dallas
208 N Market St., Suite 125
Dallas, TX 75202
[469-227-3271](tel:214.634.4411)
[ContactUs@Circa46.com](mailto:ContactUs@Circa46.com)
[View Map](https://maps.google.com/maps?f=q&source=s_q&hl=en&geocode=&q=Slingshot,+LLC.&aq=0&oq=208+N.+Market+&sll=31.168934,-100.076842&sspn=14.54472,17.20459&vpsrc=6&ie=UTF8&hq=&hnear=208+N+Market+St,+Dallas,+Texas+75202&ll=32.780555,-96.806406&spn=0.006991,0.008401&t=m&z=17&iwloc=A&cid=1109612032792563426)
### Drop us a line
Copyright © 2024 Circa 46, a Slingshot company. All Rights Reserved.
```json
{
"@context" : "https://schema.org",
"@type" : "BlogPosting",
"author" : {
"@type" : "Person",
"name" : "Circa46",
"url" : "https://www.slingshot.com/circa46/blog/author/circa46"
},
"dateModified" : "2020-06-10T18:47:14.468Z",
"datePublished" : "2020-05-03T18:47:00.000Z",
"headline" : "Boomer travel: Targeting the 'most valuable generation'",
"image" : [ "https://www.slingshot.com/hubfs/active-bikes-cyclist-264073.jpg" ],
"mainEntityOfPage" : {
"@id" : "https://www.slingshot.com/circa46/blog/baby-boomers-are-spending-big-on-luxury-travel-0",
"@type" : "WebPage"
},
"publisher" : {
"@type" : "Organization",
"logo" : {
"@type" : "ImageObject",
"url" : "https://www.slingshot.com/hubfs/Slingshot%20Nov%202019/Slinshot_logo.png"
},
"name" : "Slingshot, LLC"
}
}
```