The Boomers are Back and They’re Helping Fuel a Summer Travel Surge

May 13, 2021 | Aon

Boomers are ready to go! One of the most vulnerable demographics during the pandemic and among the first to be eligible for the vaccine, they aren’t wasting any time getting back out into the world. Earlier this year, AARP revealed that 54% of boomers plan to travel in 2021 and are actively shopping for destinations and accommodations. And even nontraveling boomers have been converted after months of lockdown, with 57% in this category indicating they would save up for a post-pandemic trip.

At nearly 70 million strong, the baby boomers are setting in motion some travel trends that industry experts expect to play out over the course of 2021.

Craving to Reconnect. The primary motivation for baby boomer travel in 2021 is to reconnect with loved ones. In fact, the AARP survey indicated that more than 57% said their travel plans focused solely on spending time with friends or family. And travel suppliers are catering to that desire with new opportunities to create memories. For example, some now offer highly tailored “family experience” excursions for multi-generational groups, providing travel options with something for everyone in the family. And “skip gen” vacations – trips with just grandparents and grandkids – are poised to be one of the year’s hottest travel trends as grandparents look to make up for lost quality time.

Staying Stateside. Despite loosening international restrictions for vaccinated travelers, most baby boomers seem to be keeping their first vacations within U.S. borders. This trend, which first surfaced over spring break with boomers as the dominant demographic on several southern beaches, is expected to continue as the generation learns the ropes of new travel safety protocols.

Seeking Adventure…Within Reason. Seniors want adventure too – just to a lesser extent than their younger counterparts. That’s why “soft” adventure is attracting the 65+ crowd. From cruises to exotic ports to glamping to ranch experiences, this travel category offers boomers a taste of adventure without the physical intensity of a traditional adventure travel experience.

Going Big. While other generations allocated their unused travel funds to other needs and pandemic-friendly entertainment in 2020, the AARP survey revealed that nearly 60% of boomers were more likely to keep that money in their vacation fund – and add to it. That should mean some nice bucket list vacations in their futures!

The Aon Travel Takeaway? Beth Godlin, president of the Aon Affinity Travel Practice says, “While baby boomers are increasingly enthusiastic about travel this year, they are still approaching their getaways with an eye on protecting themselves and their investment. Elements like safety protocols on airlines and at hotels as well as access to comprehensive travel protection will factor heavily into every aspect of their planning in 2021, and likely beyond.”

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