Boomers Look to Word of Mouth for Vacation Tips: Report

The survey of 30,000 consumers aged 42 and older found that among baby boomers
(ages 42-60), recommendations from friends and family were cited 96% of the time
as the most-used source of travel information. Among “matures” (age 60 and up),
that figure was 88%. Fifty-seven percent of boomers and 44% of matures also
cited those familiar sources as the ones they most valued for travel
recommendations. Consumers with household incomes of $75,000 or more exert
particular influence in affecting others’ vacation plans.

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Boomers Look to Word of Mouth for Vacation Tips: Report
Baby boomers planning vacation travel rely heavily on word of mouth and show little brand loyalty, according to a new study from Focalyst, a joint venture of AARP Service and the Kantar Group research firm.

The survey of 30,000 consumers aged 42 and older found that among baby boomers (ages 42-60), recommendations from friends and family were cited 96% of the time as the most-used source of travel information. Among “matures” (age 60 and up), that figure was 88%. Fifty-seven percent of boomers and 44% of matures also cited those familiar sources as the ones they most valued for travel recommendations. Consumers with household incomes of $75,000 or more exert particular influence in affecting others’ vacation plans.