A 2010 AARP survey of U.S. baby boomers turning 65 in 2011 caught my eye. According to its findings, those responding picked “travel” more than any other answer when asked what their “major ambition for the next five years” would be. “Travel” topped such categories as “improve health,” “retire,” “improve finances,” “improve housing/home projects,” “enjoy relationships with family and friends” and “relocate.”
Surveys show that boomers want to travel far and wide as well. Australia and New Zealand top wish lists, followed by Europe, and then by North American locations. Asia, Africa, the Antarctic and other exotic spots also attract many boomers.
Boomers are active travelers, willing to spend their money on adventurous, educational and creative forms of travel. Tour agencies, tourism bureaus, resorts and lodges, cruise lines, and other travel companies take heed – if you overlook boomers, you’re overlooking a huge, affluent market for your businesses.