Preferred Hotel Group to celebrate boomers’ appetite for travel
Thursday 9, December 2010
A study conducted by Preferred Hotel Group about baby boomers in the US has indicated that this group doesn’t consider itself to be “old” at 65.
Lindsey Ueberroth, president of Preferred Hotel Group, said, “Unlike their parents’ generation, baby boomers don’t consider themselves 'old' at 65. Our findings show that just the opposite is true. The Boomer generation is more physically active than any in history. They are veteran travellers. And now, with more time available as they reach traditional retirement age, they say they are going to intensify their pursuit of travel, new experiences and adventure..”
The hotel company tried to get answer to this question: When the first wave of America’s baby boomers turn 65 on January 1, 2011, they will represent a monumental question for the travel industry: How will this healthiest, wealthiest and most active senior generation in history behave?
Preferred Hotel Group teamed up with Ypartnership, a research company in the travel, leisure and lifestyle category, to study the behaviours of more than 2,500 adult travellers. The specific boomer generation data was derived from a subset of 1,185.
“There are 77 million boomers. Every day for the next 19 years, more than 11,000 boomers will celebrate a 65th birthday,” Ueberroth said. “Preferred Hotel Group believes that the travel industry is on the verge of a true golden age. The opportunities to serve the boomers are vast. We are going to seek out the boomers. We are going to serve them well and often. And, we are going to share in the growth and prosperity that they will generate. This is a turning point.”
In 2011, the group will introduce a number of ongoing promotions celebrating boomers’ appetite for travel.
The company is also developing a targeted advertising campaign focused on these sophisticated, young-at-heart travellers.
Some of the findings are as follows:
Boomers constitute almost one-half (47%) of active American leisure travellers. Two-thirds (66%) have taken a leisure trip to celebrate a life event like an anniversary or birthday. Other findings are more subtle: boomers are more likely to travel as a couple and, since 40% are grandparents, more likely to travel in multi-generational trips. More than two-thirds (68%) have a valid passport.
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