CEO and Project Manager
July 19, 2016
Millennials are getting more and more media attention, and they are certainly a growing force in the travel industry. But Brent Green , an expert on marketing to the baby boomer generation and author of Generation Reinvention and Marketing to Leading Edge Baby Boomers , says that the so-called boomer generation will continue to be the main driving force in the travel industry for the next two decades.
“ For the next 20 years ,” Green said , “ baby boomers ” are without a doubt the financial force behind leisure travel.
What Green calls the “sweet list of ghana consumer email spot” in the market is the segment he identifies as “ leading-edge baby boomers ,” those born between 1946 and 1955. In 2016, they are between 61 and 70 years old.
This demographic, Green says, is “where the opportunities are” for travel agents and tour operators.
Citing AARP, Green says the 50-plus demographic, which includes five years below the baby boomer age group , is a $120 billion market annually. AARP says 97 percent of that group expects to travel domestically on at least one trip this year, and at least 45 percent anticipate taking an international trip.
Green also referred to a study by British Airways , which found that the generation born between 1946 and 1961 has a new interest in seeing the world as they enter retirement, although not all are prepared for long-distance travel.
“There is a strong appetite and desire to travel and see the world,” says Green, “a lot of pent-up demand. But it is a surprisingly small percentage who have gone abroad and see that opportunity as a real next step.”
“ The leading-edge generation of boomers is not entirely satisfied with the amount of travel they’ve done so far ,” Green said, and the generation has a strong propensity to travel, even if some of them feel they won’t be able to do it, which may or may not be accurate.
