BABY boomers hold 53% of the nation’s wealth, despite making up just 25% of the Australian population and are “more willing to travel than ever”, according to a new The Future of Seniors Travel 2019 Report.
Conducted by travel industry researcher and CEO of New Young Consulting Bronwyn White, the study found 40% of over 65s are spending between $11k and $50k per person per annum on travel.
White said travellers aged 55 plus were an important market for travel companies to target.
“They are spontaneous, willing to travel at the drop of a hat with the right ‘triggers’, and good low and shoulder season ‘fillers’ with most choosing not to travel in peak season, unless with family,” she said.
The research highlighted the age sector was “comfortable using mobiles and tablets, are big YouTube viewers and spend hundreds of hours researching travel on the internet”.
Additionally, over half of the travellers in this age group are planning 12 months ahead, but are also “happy to be spontaneous reacting quickly to deals”.
“The research process was fascinating as the focus groups just kept breaking apart all those common misperceptions including that they are out of touch with technology for research, booking and paying; they prefer ‘low-key’ experiences and are not interested in indigenous culture and history,” White explained.
The report was compiled based on qualitative and quantitative research with participants in the 53 to 82-year age bracket.
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Source: traveldaily