Who are the most influential travellers in Australia? Some might say overseas backpackers who spend months in regional towns shoring up local economies.
Others might think expenses-rich business travellers who can book premium flights and high end CBD hotels.
But no, it’s actually the 58-year-old female who you should be wooing.
With 4298 responses to 42 questions, YourLifeChoices’ recent Travel in Australia survey reveals why the baby boomer female is so very important. Of these respondents, 59% were female and 74% aged between 50 and 70, consistent with the Australian Bureau of Statistics definition of a baby boomer, born between 1946 and 1964.
Answers to questions which reveal the definitive boomers’ bucket list guide will be featured in our Saturday Travel enews over coming weeks, but here’s a brief snapshot of why this audience should be a key target for hotels, airlines, car rental companies and local tourism operators:
- 36% will travel in Australia 3-4 times in the next 12 months, 11% will travel 5-6 times and 10% will do so more that six times.
- The annual Australian travel budget for 38% of members is $3000+
- When booking accommodation, location is the most important factor (40%), price is second (25%) and only 19% consider reviews.
- The preferred travel style is four-star.
- Preferred travel companions are partners (55%), good friends (20%) and adult kids, somewhat hilariously, are basically unwanted on the journey (4%).
- Our boomer members prefer to start their research online (55%), with family and friends also consulted (28%) and travel agents far from the first contact (8%)
So for marketers keen to highlight the features of four-star accommodation and/or ways of enjoying fun cultural adventures, have we got an audience for you.
Contact Advertising@yourlifechoices.com.au or phone 03 9885 4935 to discover the many ways to optimise your travel message
