Charge of ‘Baby Boomers’ to Increase Tourism

To the travel industry, which likes to place tag names on its market segments, today’s mature travelers are made up of mostly “Depression Babies” (born between 1924 and 1934) and both “World War I Babies” (pre-1924) and “World War II Babies” (1935-1945).

These mature travelers make for a stable and profitable travel target. Although they make up only 36% of U.S. households, they control 56% of total household wealth.

Not only are they more financially sound than younger Americans, with more disposable income and time to travel, they’re in good health with far fewer physical limitations than many believe. Today 60% of those older than 65 report no activity limitations.

All this was already evident to the Travel Industry Assn. of America, the country’s nonprofit association representing all components of domestic travel, when it commissioned a major analysis of the growing mature travel market and what’s ahead for the future.

It could be subtitled, “Watch Out for the Baby Boomers.” Those kiddies, born 1946 to 1954, together with the make up the largest demographic segment of the population.

As Baby Boomers become Senior Sonics within just a few years, and with America’s life spans lengthening, the number of mature Americans will increase 12% before the year 2000 and another 27% by 2010.

Based on those figures, and with studies of many other industry surveys and research, here are some observations of the Travel Industry of America report on coming changes for mature travel:

--The size of the mature market and the increased discretionary income will make senior citizens’ discounts less necessary.

--Trends point to a more active mature population with travelers looking increasingly for travel with physical participation, cultural and learning experiences.

--Multigenerational travel, older Americans traveling with grandchildren, will become increasingly popular.

--Nonsmoking hotels rooms will be more in demand.

--Travel suppliers that provide companionship will be popular with the increasing number of mature singles. (With the national divorce rate doubling between 1960 and 1988, late-life courtships may become the norm.)

--Today’s mature market takes 21% of all U.S. resident trips. As the Baby Boomers join, the market will grow substantially, and with more variety, since Baby Boomers will have already traveled extensively by the time they hit age 50.

--Though the market will be bigger and have an even more youthful outlook, mature travelers will look increasingly for convenience and ease in all areas of their lives. Security and safety while away from home will continue to be a major concern.

--The travel industry will face well-informed and discriminating consumers as the mature market becomes more educated and sophisticated, a market powerful in size and wealth that will demand and expect quality, ranging from information to services, in all aspects of their travels.

The full “Discover America: Mature Market” report costs $50 for non-members from the Travel Industry Assn. of America, 1133 21st St. N.W., Washington, D.C. 20036. For more information, call the Discover America office at (202) 293-1433.