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Mature Travelers (those born before 1946) represent 21 percent of all leisure travelers and those who travel in this group take an average of 4.1 leisure trips each year. The Mature Group also comprises 14 percent of business travelers. Mature business travelers take an average of 6.7 business trips each year.

Older boomers (those born from 1946 through 1954) make up 15 percent of leisure travelers and take an average of 4.4 leisure trips each year. Older Boomers also represent 16 percent of all business travelers and these travelers take an average of 10.1 business trips each year.

Young boomers (those born from 1955 through 1964) represent 21 percent of all U.S. leisure travelers and 22 percent of business travelers.  Young Boomers also take an average of 4.1 leisure trips and 5.6 business trips per year.

Gen X’rs (those born from 1965 through 1980) makes up 31 percent of all leisure travelers and 36 percent of all business travelers. Gen X’rs take an average of 3.5 leisure trips and 6.9 business trips per year.

Gen Y’rs (those born after 1980) makes up 12 percent of all U.S. leisure travelers and those traveling in this group take and average of 3.9 leisure trips per year. Gen Y’rs also represent 13 percent of all business travelers and take an average of 4.2 business trips per year.


Source: U.S. Travel Assn. 2009

Our suggestion for the maximum audience is as follows:

Age: 60 to 70 for international travel

Age: 40 to 59 for United States travel

Gender: Male

Income: 50K Plus

Family status: Irrelevant

Marital status: Irrelevant

Most Likely to Travel

As far as those most likely to travel, the answer is a tricky one. One would think that seniors would likely have more disposable income for leisure travel...and that’s true enough.

However, taking a look at the Gen X’rs, who make up the largest percentage of leisure as well as business travel, tends to make one think that this is the most targeted audience.

Our guess is that, with their higher degree of disposable income, Seniors likely would take more international trips, while Gen X’rs, with more time constraints, would tend to stay within the boarders.

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