Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

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.

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Filed under: Baby Boomers, Consumer, travel, trends, WOM

One Response

  1. amita says:

    Great report I can completely relate to that. I have found a great Social Trip Planner for baby boomers and family travelers. I’m using it to share itineraries with my friends and family who I trust the most.
    My last trip was a road trip to Yellowstone and it allowed me to plan the entire road trip including things to do. We didn’t need any accommodations since we have used an RV but you can book hotels as well.

    Amita

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