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The Expert in Baby Boomer Travel

Travel Copywriter
MSC cruises sail the world. Photo from MSC Cruises

MSC cruises sail the world. Photo from MSC Cruises

MSC Cruises has announced new “Boomer Plus” rates for passengers 50 and older at the time of sailing. That applies to almost all baby boomers (now aged 49-67) except for some born in 1964, the tail end of the baby boom.

The Boomer Plus rates include “special reduced pricing” — the line is advertising seven-night or longer Caribbean cruises starting at $779 per passenger based on double occupancy — as well as reduced deposits ($100 per person).

The discounts can be combined with MSC Club (past passenger) discounts as well as with military and civil service discounts that MSC offers (which may be up to 10 percent off).

Boomer rates are also available on MSC’s Mediterranean, Northern Europe and Grand Voyage cruises.

You need to ask for “Boomer Plus” rates when you call (1-800-666-9333).

Keep in mind that, like many special offers, Boomer Plus rates apply to “select sailings and stateroom types” and are only available to residents of the U.S. and Canada, so not all cruises, cabins or baby boomers are included. The offer expires on April 30, 2014.

Also keep in mind that this might not be the best deal out there — it always pays to shop around when booking a cruise.

But I like the marketing strategy of calling these “Boomer Plus” rates rather than, say, “Senior” rates. Younger boomers hardly fit the “senior” category, and many older boomers don’t like to be called “seniors.”

I also like the fact that the discounts dip down all the way to age 50, encompassing all boomers, rather than the more typical age 55 and up.

As baby boomers retire and find more time for travel — which many say is their number one priority in their retirement years — expect to see more and more travel promotions aimed specifically at them.

It’s smart marketing, and MSC is on the right track here — or should I say, riding the right wave.

 

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According to government and private surveys:

  • Leading-edge baby boomers (born between 1946 and 1955) and seniors account for four out of every five dollars spent on luxury travel today.
  • Roughly half the consumer spending money in the U.S.--more than $2 trillion--is in the hands of leading-edge baby boomers and seniors.
  • Baby boomers (born 1946-1964) travel more than any other age group.
  • When asked what they would most like to spend their money on, baby boomers answered “travel” more than any other category, including improving their health or finances.

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