Baby Boomers Are Still Here, and We Still Want to Travel

While a lot of emphasis lately has been on promoting travel to millennials, baby boomers are still an extremely viable demographic in the market. And who do you think instilled a love of travel in these millennials? Their boomer parents! Regardless of how you feel about these labels, there is a divide in terms of marketing and some in the industry just don’t get it.

Many of us over 60 are not spending our later years as our parents did, a lot of whom were timid and fearful about travel, especially out of the country. They were also not as active physically and might have had no interest in mountain hiking, ziplining or rock climbing.

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We are doing old age differently. Perhaps it was the onset of the movie, The Bucket List, in 2007, that has spurred many on to experience the world before we die. Whatever the reason, those enjoying their retirement years are on the go and ready to see more—more cities, more countries, more wildlife adventures and more environmentally-friendly opportunities.

“Giving back” is on the minds of many boomers these days, with tours offering experiential opportunities to learn about other cultures while actually putting in some work to help a community. Cruisers can also focus on cultural destinations along with volunteer opportunities through Hope Floats. This program offers volunteer programs with everything from the Salvation Army to local Humane Societies.

Cruising once had the reputation of appealing to only rich old folks, but that trend has changed to welcoming families, young couples and even solo travelers. Norwegian Cruise Line is hosting the Jon Bon Jovi’s Runaway to Paradise cruise in 2019, which will include stops in the Mediterranean or the Bahamas. The star, himself, will show up with a backup band on both cruises, bringing generations together. Boomers to millennials will enjoy this generation-transcending experience and should be marketed as such.

Granted, there are those of a certain age who would prefer not to mingle with the younger generation and be treated to their old school ways. They might prefer a slower-moving experience along with their afternoon cocktails, smaller surroundings, sans flashing lights and loud music. For those travelers, American Cruise Lines offers an excellent option with their riverboats, filled with educational opportunities and relaxed immersion into harbor towns which the larger ships cannot access.

We oldies but goodies can actually mingle with younger people and get along. We might still carry printed boarding passes, but we do know our way around a smartphone and actually use travel apps to help. Some of us are also still mountain hiking, ziplining and rock climbing so keep us in the travel market loop, we’re not dead yet!