Australian boomers are making the most of retirement by travelling the country often and not on the cheap! A recent survey of over 4,000 baby boomers by YourLifeChoices, Australia’s largest independent retirement website, found that the typical 50+ traveller is independent, well researched, taking multiple trips a year and travelling in style.
Travel is a top priority for this market. Many have looked forward to spending the additional time and income that retirement provides by exploring the country. The majority (57%) take more than three trips a year and enjoy travelling with their partners rather than friends or extended families.
These trips are being taken in comfort. Over 60% of the survey recipients have an annual travel budget of over $2,000, with nearly 40% seeing that budget rise to over $3,000. This is spent on ensuring that their trip is comfortable with the majority of boomers seeking out a minimum of 4-star accommodation for their stays.
The preferred mode of transport for travel in Australia is the car, which provides the flexibility and independence that this group demands.
The Internet is a clear winner when it comes to that all-important holiday planning with 55% of recipients stating that this is where they would start their research. This shows how important it is to target this market online at the right time using the appropriate media channels. The Travel section on YourLifeChoices is consistently found to be one of the most popular sections on the site with visitors and offers multiple high-performing partnership opportunities for advertisers including integrated content.
Travel partners can also reach this lucrative market through YourLifeChoices’ dedicated Saturday travel enews that is sent to 140,000 members every week. Alternatively, a solus eBlast to the same base provides the opportunity to truly ‘own the space’ and convey more in-depth information about your product or service.
Long-term travel advertising partners include APT and Holland America who have enjoyed multiple successful campaigns on YourLifeChoices. Other previous sponsors include travel insurers, car hire companies, tourism boards and destinations.
To find out more about the valuable 50+ market, their travel habits and how YourLifeChoices can help reach them contact us for an informal chat.
Source: YLC Travel in Australia Survey, February 2016, 4,298 respondents to 50 questions