If you have an audience of Baby Boomer women and clients that are in the travel industry, new research shows that these consumers can really drive the dollars according to MediaPost's Engage:Boomers...
"How many of you spend more than $2,500 per person on each vacation you take? Surely not as many as the 42% of Boomer women who told us that they do. This survey of smart, successful Boomer women should focus the travel industry on these uniquely valuable, recession-proof adventurers.
No traveling demographic will grow faster over the next 10 years than women aged 50-75. And none spends more. If that weren't enough, our survey results offer the travel industry even more reasons to win over the vibrant Boomer woman as its friend and partner.
Boomer women are planners As of mid-January, 79% of respondents said that they already have leisure travel planned for 2010. Long lead-times make it easier to market to this valuable consumer with the knowledge that she will study travel offerings as she makes her decisions in advance.
Boomer women are adventurous 40% have planned 2010 leisure travel outside the U.S., to Europe, Asia, the Caribbean, on cruises, or elsewhere. They have seen the U.S. and are ready for more.
Boomer women are decisive 70% made their travel decisions by themselves. Even though 63% of them are married, less than 20% shared that decision-making with their spouse/partner. And only 4% said that their spouse/partner made their travel decisions for them both. The travel industry can target her safe in the knowledge that it is engaging the travel decision-maker.
Boomer women are spenders 42% typically spend more than $2,500 per person on each extended trip/vacation they take. Outside of the GLBT market, I can't imagine that any demographic illustrates the same spending pattern on travel. Marketers who win this traveler will be rewarded.
Boomer women are active and curious travelers 58% prefer "moderate" or "extensive" physical activity when they travel. They don't want to sit on buses, and resent travel planners and marketers who imply that they do.
For Boomer women, travel is learning: 31% have taken trips that included educational travel. And 57% would pay more (up to 50% more) for trips that include educational components. Appealing to her desire to continue learning is a certain way to capture the Boomer woman's travel dollars.
How to win her business
The vibrant Boomer woman exhibits the same traits towards travel as she does in other categories. She makes decisions for herself, has money to spend on herself, values new experiences highly, and rewards companies who understand these facts about her.
For a travel industry and travel companies that have struggled through this recession, the Boomer woman represents a growth market that is only too happy to tell them what she wants, and reward them when they listen."