October 09, 2015
/ by Michelle Vangel
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:
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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.
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.
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: bluesbby, Helen Penjam, Keoni Cabral (Creative Commons)
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