Millennials Aren’t the Only Guests Hotels Should Be Focusing On

Baby Boomer Travel On The Rise

Although Millennials continue to dominate the hospitality industry, staying atop of trends and hotelier’s minds, there is another demographic that has come into the limelight. By 2025, seniors will account for 11% of the world’s population, and industry research finds that Baby Boomers spend a whopping $157 billion on trips every year.

Since the Baby Boomer generation is so large, their impact on the hospitality industry definitely should not go unnoticed.

With Technology, Baby Boomer Travel On The Rise

Technology has arguably made travel an easier prospect for everyone – Baby Boomers included – from the ease of booking travel to the ease of researching and comparing trips, to staying connected on the go. In fact, 84% of Baby Boomers book their travel online.

Millennials aren’t the only guests hotels should be focusing on. Generations play a major role in shaping traveler research habits and priorities – and research shows that technology is a prevalent demand in each generation.

While vacation is a perfect time to unplug and get away, that does not necessarily apply to the entirety of a trip. With 59% of younger Baby Boomers (aged 51-59) and 46% of older Baby Boomers (aged 60-69) owning smartphones (according to Pew Research), it comes as no surprise that 55% of Boomers say having their smartphone is essential while traveling.

baby boomer travel trends

What does this mean for your hotel?

Here’s how your hotel can attract and optimize their experience for this generation:

  • Most Boomers are looking for a laid back and relaxing trip to give them the opportunity to spend time with family and friends, so creating fun-focused offers can keep your Baby Boomer guests happy.
  • By offering seamless, easy-to-use booking experiences, hoteliers can make sure they capture Baby Boomers. Hoteliers can also make sure that the Baby Boomer guest continues to have a seamless experience before they arrive by offering pre-arrival guest requests.
  • 41% of Baby Boomers will book online at the hotel website and most Baby Boomers are a part of at least one loyalty program. By having a loyalty program, you can improve guest retention. Baby Boomers also appreciate loyalty programs because they often provide added incentives for booking again, with rewards increasing linearly with more purchases.
  • Create an experience tailored to them by giving Baby Boomers control over their entire experience. With INTELITY’s in-room tablets, it makes it easy for Baby Boomers to have access to room controls or order room service via their in-room tablet.

99% of baby boomers will take at least one trip leisure trip a year. Between traveling 5 or more times per year (with at least 1 international trip), spending upwards of $157 billion on travel, and controlling more than 70% of disposable in the United States by 2017, Baby Boomer travel will continue to make an impact on travel and tourism.

Your hotel can yield significant returned by optimizing guest experiences for each generation. By understanding what travel statistics reveal about Baby Boomer behavior, you have a better tool to create customized marketing messages and guest experiences.

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