3 Reasons Retirees Are Ready to Travel

Handling Comms During COVID-19? We've compiled our best resources.

For retirees, the biggest travel planning factor is the most obvious one. With 52 free weeks a year, retirees are free to roam when the mood strikes — and take advantage of last-minute budget travel deals, too.

However, most retirees still carefully plan trips, and have special concerns as well, according to Cision’s latest travel report, “Planning Travel: What Drives Decisions.” In the report, Cision analyzed social media posts on forums, blogs and social networks to determine how retirees and other audiences made decisions when planning travel.


In “How to Profit from Aging Baby Boomers,” Dave Bernard writes, “These 50-year-olds are nothing like the generations that came before them. These mid-lifers are living longer, healthier lives and pursuing myriad activities and interests. Retirement is no longer seen as an ending, but the beginning of a second act. This is the time to try new things, travel and explore.”

Retirees, and older consumers in general, are an enormous and growing market, becoming increasingly interested in travel and recreation opportunities. While many marketing efforts tend to focus on younger consumers, major buying power is held by their parents—and grandparents.

To better understand retirees’ travel habits, here are three common reasons retirees plan trips:

Want more media coverage for your brand? Find out how to use HARO to do so with the “HARO Best Practices” tip sheet!

1. To reap their rewards


Retirees view vacation as a well-earned reward after working hard for many years and raising children. They want trips to be enjoyable and emotionally fulfilling.

For some retirees, especially those with declining physical abilities, traveling does present challenges. Many retirees are concerned about traveling alone or as a couple. Some look for advice on travel sites regarding this situation.

2. To embark on an adventure

Retirees can also be adventurous. Cision found that destinations discussed in retirees’ posts varied from major global cities to more exotic locations, such as Australia, as well as specific U.S. regions. Retirees’ interest in these travel destinations is often prompted by the desire to see places they have never seen or to visit family.

3. To enjoy new accommodations

When on-site at their destinations, retirees’ interests differ from other generations. For example, Cision found that retirees discuss in-room dining and on-demand television programming more than other travelers.

While many retirees discuss having dinner out and trying new things, some appreciate not having to leave their hotel room in the evening after a busy day.


Images: bluesbbyHelen PenjamKeoni Cabral (Creative Commons)

About Michelle Vangel

Michelle Vangel is an Insights Vice President within the Cision Global Insights (CGI) group. Michelle has nearly 20 years of experience helping global Fortune 500 enterprise clients derive actionable insight from media intelligence. She started her career in traditional media research, and then moved into helping clients leverage the power of social intelligence to achieve business results. Michelle has led innovative global programs helping clients make data-based business decisions.

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.