The days when long-term travel was reserved for young backpackers are long gone. Today, senior travelers are redefining retirement, choosing to embrace their “golden years of leisure.”
A past study by Booking.com revealed that 65% of travelers worldwide see travel as the perfect way to enjoy their later years.
This trend underscores the importance of effective marketing strategies for attracting senior travelers. An updated article from Booking.com addresses precisely this topic, offering insights for its partner accommodations. Read on…
Travel trends for seniors: How can you leverage them to increase bookings?
Globalization plays a key role in fueling this demographic’s desire to explore the world, says Heilwig Jones, Director of Kaya Responsible Travel. She comments:
“This is the first generation to retire after having lived in an era of constant global communication—international news, global TV programs, careers spanning multiple countries, increased mobility, diverse cuisines, access to low-cost airlines for affordable international vacations, and multicultural communities.”
“With such exposure to a globalized world, fear of the unknown diminishes, and the desire to personally experience the places and cultures they have been fascinated by from afar increases. Combined with a more ‘youthful’ perspective on life and advances in medicine, retirees now want to make the most of their retirement and reap the rewards of a lifetime of hard work.”
Additionally, the global population is aging. According to a United Nations study, the number of people aged 65 and older is expected to double in the next three decades, reaching 1.6 billion by 2050.
“People are living longer and staying healthier. More importantly, they have dreams to fulfill and the time to do so—making them an ideal audience for the travel and hospitality industry,” says Philippe Doizelet, Managing Partner at Horwath HTL.
Retirees also spend more time abroad, leading to increased bookings for extended stays. Research by Inspired Villages, an organization that operates senior living communities in the UK, found that nearly one in four retirees has either taken a year off to travel or would consider doing so. On average, they are willing to spend £9,059 for a year of “golden leisure.”
Senior tourism: What do older travelers look for?
Nearly a quarter of young adults aged 18 to 25 plan to retire before the age of 55. So, what can the travel industry learn from this generation today? At Booking.com, we have identified seven key travel motivations for the senior market:
Meaningful human connections
Multi-generational travel experiences
A sense of belonging
Safe adventures
Spontaneous getaways
Personal growth
Pure enjoyment
All of these align with three core sentiments: “I am still part of the lives of those I care about”, “I am still living an exciting life”, “I deserve to invest in myself.”
Offering personalized solutions can be a game-changer for travel providers. Customizing travel experiences to offer more personal space, flexibility, and opportunities for connection aligns with retirees’ preferences, Jones explains.
“Older travelers are certainly more demanding and have a clear understanding of their personal preferences and limitations,” she says.
“We see that travelers over 50 seek a personal advisor to help them truly tailor their travel experiences to their individual needs. Pre-packaged solutions don’t allow them to craft their dream trip. Someone with expertise in the destination, experiences, and activities they’re interested in can truly inspire them to make the most of this important journey.”
Debunking myths about post-retirement travel trends
The notion that aging slows travelers down is a misconception. In fact, it often fuels their motivation to stay active. Many retirees now seek adventure-filled experiences—47% of travelers worldwide say they plan to be more ambitious in their travel choices after retirement.
Our research on 2025 travel predictions highlights similar trends. Baby boomers (born between 1946 and 1964) are rejecting the idea of a quiet retirement, opting instead for thrilling experiences such as skydiving, canoeing across rivers, and mountain trekking.
Brian Young, Managing Director of G Adventures, has already seen these trends materializing:
“More than 25% of our UK travelers are between the ages of 50 and 80, and we’re seeing these adventurous baby boomers booking numerous trips.”
Accommodations can tap into these evolving trends by ensuring that senior guests never feel stereotyped as “old”—from pre-arrival communication to the activities offered during their stay.
“This generation of retirees does not see themselves as old,” confirms Jones. “They are fit, interested in hiking, outdoor activities, and adventure—not just sedentary bus tours. Their children are independent, they have fewer responsibilities, and they want to live life to the fullest.”
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