2020 travel trends - aarp · for international travel, sightseeing (both tour and personal) and...

AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED DOI: AARP RESEARCH

January 2020

https://doi.org/10.26419/res.00359.001

2020 TRAVEL TRENDS

AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH 2

Table of Contents

Executive Summary 3

Detailed Findings

Travel Plans 6

Domestic Trips 12

International Trips 19

International vs. Domestic 26

Cruises 30

General Travel Behaviors 34

Appendix 44

Generational Comparisons 48


EXECUTIVE SUMMARY

AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH

Boomer’s aren’t slowing down in 2020. They’re traveling as much

as ever.

• Boomers are avid travelers. With the majority retired (53%) and cost and time no longer an insurmountable barrier, it is not surprising

that Boomers are planning 4 or 5 leisure trips in 2020.

• Half of all Boomer travelers (51%) anticipate going abroad in 2020, taking 1 or 2 international trips, on average and holding steady

from a year ago.

– Paris, Aruba, London, and Barcelona attract the most attention.

– One-fourth of all international trips (26%) will be taken via a cruise.

• Most Boomers will travel domestically, averaging 3 or 4 trips in 2020.

– The most common types of domestic travel are family trips (including multiple generations), weekend getaways, and summer

vacations.

– Many will head south for some R&R (Florida, Texas, California), with the individual cities of Orlando, Las Vegas, New York,

Boston, and Los Angeles mentioned most.

• Boomers are sparing no cost in 2020, with an average spend of $7,800 expected, a significant increase over 2019 ($6,600). Boomers

are planning more expensive destinations, longer stays, higher quality accommodations, and more activities.

• Activities vary by the type of trip. For international travel, sightseeing (both tour and personal) and dining out are common to all trips.

For domestic travel, activities vary by trip type, centering on eating out, cooking, and/or relaxing, and some personal sightseeing.

4


Regardless of age, travel is about connecting with others and relaxing.

• Millennials, Gen X, and Boomers all list spending time with family or friends, getting away from everyday life, and relaxing and

rejuvenating as their top motives for travel.

• Although the generations anticipate a similar number of trips in 2020 (4.1, 4.5, 4.7, respectively), how much each generation will spend

on travel differs: Millennials: $4,464, Gen X: $6,191, Boomers: $7,800.

• All three generations also anticipate similar types of trips. When discussing planned international travel, however, Boomers are more

likely to cite a bucket list trip than are Gen Xers (23% vs. 13%) and more likely to cite a solo trip than Millennials (12% vs. 6%).

• Boomers go to “see,” while Millennials go to “do.”

– Boomers are more likely than those younger to say they travel because they want to “visit somewhere they’ve always wanted to

go” (36% vs. ~26%), but Millennials are more likely than those older to say they travel because they “want to try something new”

(26% vs. ~15%).

– Boomers are significantly more likely to take an international cruise (26% vs 7%) and enjoy that the entertainment can be

brought to them.

– On vacation, Boomers are more likely to engage in both tour and personal sightseeing, visiting museums, and finding quiet time

than are Millennials, who are more likely to engage in food & beverage tours, adventure, theatre, high adrenaline activities, and

theme parks.

– With the Millennials using smartphones to their full capacity and Boomers using them primarily as communication devices, it is

not surprising that Millennials tend to book activities ahead of time and Boomers tend to wait until they arrive at their destination

to lock down plans.

5


TRAVEL PLANS


Boomers anticipate taking 4 to 5 leisure trips in 2020.

7

Anticipated travel destinations for travelers

Domestic only

49%

International only

4%

Both

47%Traveler is defined as one who has taken at least one leisure trip in the past two years and anticipates taking at least one in the coming year (2020).

Base: 2020 Boomer travelers (n=780); S11: And finally, how many personal trips do you anticipate taking next year, in the calendar year of 2020?

Base: 2020 Boomer travelers (n=780); Q1a: How many of these trips will be international and how many will be domestic?

4.4

4.5

4.4

4.6

4.4

4.7

2015 2016 2017 2018 2019 2020

Average number of trips anticipated, 2015 to 2019


Similar to 2019, Boomers are planning to take an average of 3 or 4

domestic trips and 1 or 2 international trips in 2020.

8

Average number of

domestic trips planned*

3 to 4

Average number of

international trips planned**

1 to 2*Among those taking one or more domestic trips.

**Among those taking one or more international trips.

Base: 2020 Boomer travelers (n=780).

Q1a: A moment ago you mentioned you anticipate taking [number] personal trips in 2019. How many of these will be an international trip and how many will be a domestic trip?

Domestic*

17%

21%

20%

38%

International**

33%

12%

3%

2%

One

Two

Three

Four or more

Number of trips anticipated, by destination


Spending time with family and friends, getting away from everyday life,

and relaxation remain the top reasons for Boomer travel.

9


Q9b: Please select your top three motivators for your 2020 travel plans..

2019 (n=750)

57%

47%

48%

2020 (n=780)

59%

51%

45%

To spend time with family and friends

To get away from normal everyday life

To relax and rejuvenate

Top motivations for travel, 2019 and 2020


Boomers plan to spend more on travel than other generations and are

more likely to increase travel spending in 2020.

10

Base: 2020 travelers (n=1,704).

Q13d. Now that you have thought through your anticipated travel plans for 2020, approximately how much do you

expect to spend on travel in 2020, in total? Q13e. And how does . . . compare to your travel expenditures in 2019?

Letters denote significant differences between generations at the 95% confidence level

$4,464

$6,191 a

$7,800 a

Millennials(n=397) (a)

Gen X(n=402) (b)

Boomers(n=780) (c)

Average anticipated 2020 travel spend

8% 8% 11%

59% c 58% c49%

33% 34%40% a,b


Gen X(n=402) (b)

Boomers(n=780) (c)

Anticipated travel spend compared to 2019

Lower Same Higher


Primary reasons for anticipating increased spending on travel are higher

prices, more expensive destinations, and longer trips.

11

• Reasons under price include

inflation (7%), airfare (6%), and

lodging (6%).

• Reasons under destination include

international travel (14%), and

further locations (3%).

• Reasons under trip duration include

traveling more (12%) and staying

longer (12%).

• Reasons under activities include

doing more activities (6%) and

special occasions (4%).


Q13f. Why do you anticipate your 2020 travel spend to be [higher / lower] than what you spent or plan to spend in 2019? [NEW QUESTION 2020]

9%

27%

28%

31%

Activities

Trip Duration

Destination

Price

Percentage citing reason for increased travel cost


DOMESTIC TRIPS


Most domestic trips will be taken in spring and summer.Percentage of trips planned, by seasons

13

Base: Boomer domestic trips in 2020; total responses, up to 5 trips discussed (n=2,283).

Q4b. Thinking about your upcoming domestic trips listed below, please indicate the time of year, or season, you plan to travel. [ADDED BACK IN 2020]

13%

26%

30%

19%

13%

Jan–Feb Mar–May Jun–Aug Sep–Oct Nov–Dec


Family trips are the top reason for domestic travel in 2020.Percentage of trips by primary motivation, 2019 and 2020

14

Base: Boomer domestic trips in 2020; total responses, up to 5 trips discussed (n=2,283).

Q4: For the domestic trips you plan on taking next year, please read the list of trip types below and select your primary motivation for EACH trip.

2019 (n=2,103)

11%

12%

13%

8%

6%

6%

6%

7%

7%

4%

2%

3%

3%

1%

12%

2020 (n=2,283)

15%

13%

11%

8%

7%

6%

6%

6%

5%

5%

4%

3%

3%

2%

8%

Family or multi-gen trip

Weekend getaway

Summer vacation

Holiday travel

Romantic getaway

Solo vacation

Family reunion

Bucket list trip

Celebration vacation

Required travel

Wedding, graduation, or other event

Spring break trip

Girls getaway

Guys getaway

Other


Just an idea: 49%

Being planned: 38%

Booked: 13%

Half of domestic trips are “just an idea.”Percentage of trips by phase

15

• For most trips (89%, similar to 2019) that are

still “being planned,” a destination has been

chosen.

• Trips that are still “just an idea” are most

commonly weekend and romantic getaways

and family trips.

Base: Baby Boomer Domestic Trips in 2020; Total Responses, up to 5 trips discussed (n=2,283)

Q5a: Of the following domestic trip(s) you anticipate taking next year, please indicate which ones are already booked, currently being planned, or in the idea phase.

Q5b: For those domestic trip(s) that are still in the planning phase, have you selected a final destination yet? (n=866)

2018: 72%

2019: 88%▲

2020: 89%

▲ statistically significant increase from

the previous year at the 95%

confidence level


Destinations in the South and West remain the most popular for

domestic Boomer travelers, with Florida still holding the top spot.

16

• Popular destinations in the south:

– Florida (17% of trips; including

Orlando 6%)

– Texas (6%)

– The Carolinas (6%)

• Popular destinations in the west:

– California (8%)

– Las Vegas, Nevada (6%)

– Hawaii (5%)

– Pacific Northwest and Alaska (4%)

• Popular destinations in the northeast:

– New York/NJ (6%)

– New England/Boston (6%)

Base: Boomers with domestic location chosen; total responses, up to 5 trips discussed (n=882 coded responses).

Q5c: For the trip(s) listed below, please tell us where you have chosen to go. Please provide a state, along with the final destination city/location. If you are planning to visit more than one destination per trip, please just tell us the

destination where you plan to spend the most time.

7%

13%

31%

44%

Midwest

Northeast

West

South

Percentage of domestic trips


Top activities are dining out, personal sightseeing, and relaxing. Most

activities are typically planned while at the destination.

17

Base: Boomer domestic travelers with destination chosen, not required travel (n=890).

Q5f_2. What types of activities do you anticipate during each domestic trip below? Please select all that apply per trip. [NEW QUESTION 2020]

Q5g_2. Regarding the activities you are looking forward to during your 2020 domestic travel, please drag and drop them based on how you generally plan to approach them. [NEW QUESTION 2020]

10%

11%

13%

14%

15%

17%

19%

20%

30%

39%

57%

Theme park

Exercise

Going to a museum

Sightseeing tours

Food or beverage tours

Outdoor or nature activities

Quiet time

Cooking

Relaxing

Personal sightseeing

Dining out

Percentage planning to do each activity (10%+ shown)

54%

27%

20%

Plan while atdestination

Plan ahead Mix of both

How activities are typically planned (based on total trip activities)


Domestic trips are more about eating and relaxing than seeing and doing

for Boomers.

18

• Although bucket list trips are not a top-five domestic trip type, they are the only type with a substantial portion of

travelers planning sightseeing tours (52%) or personal sightseeing (67%).

Base (activities as a whole): Boomer domestic travelers with destination chosen, not required travel (n=890); Base (by trip type): Boomer domestic travelers with destination chosen (n=varies by trip type).

Q5f_2. What types of activities do you anticipate during each domestic trip below? Please select all that apply per trip. [NEW QUESTION 2020]

Family (n=134)

67%

44%

43%

30%

25%

Summer Vacation (n=100)

58%

47%

41%

26%

21%

Holiday Travel (n=89)

57%

25%

22%

26%

25%

Weekend Getaway (n=73)

47%

36%

21%

26%

9%

Family Reunion (n=69)

56%

36%

27%

39%

18%

Dining out


Relaxing

Cooking, preparing meals

Quiet time

Percentage planning to do each of the top five activities by top five trip types


INTERNATIONAL TRIPS


Most international trips will be taken in spring.Percentage of trips planned, by season

20

Base: Boomer international trips in 2020; total responses, up to 5 trips discussed (n=595).

Q2b. Thinking about your upcoming international trips listed below, please indicate the time of year, or season, you plan to travel. [ADDED BACK IN 2020]

13%

34%

22% 22%

9%

Jan–Feb Mar–May Jun–Aug Sep–Oct Nov–Dec


The top reason for international travel is still to take a bucket list trip.Percentage of trips by primary motivation, 2019 and 2020

21


Q2: For the international trips you plan on taking next year, please read the list of trip types below and select your primary motivation for EACH trip.

2019 (n=598)

24%

8%

7%

10%

8%

10%

3%

5%

3%

2%

4%

2%

2%

1%

11%

2020 (n=595)

23%

12%

12%

10%

9%

9%

4%

4%

3%

2%

2%

1%

1%

1%

8%

Bucket list trip

Family or multi-gen trip

Solo vacation

Summer vacation

Celebration vacation

Romantic getaway

Holiday travel

Family reunion

Girls getaway

Weekend getaway

Wedding, graduation, or other event

Spring break trip

Required travel

Guys getaway

Other


Most international trips are being planned or have been booked.Percentage of trips by phase

22

• 70% of Boomers have booked or are in

the planning stages of their international

trip(s) in 2020.

• Solo trips, romantic getaways, and bucket

list trips are the most likely trip types to

still be “just an idea.”

• Among those planning, 85% have already

chosen their destination.


Q3a: Of the following international trip(s) you anticipate taking next year, please indicate which ones are already booked, currently being planned, or in the idea phase.

Q3b: For those international trip(s) that are still in the planning phase, have you selected a final destination yet? (n=219)

Booked: 26%

Being planned: 44%

Just an idea: 30%


Latin America and Europe are the most popular destinations for

international Boomer travelers.

23

• Destinations of specific interest in 2020 are

Paris, Aruba, London, and Barcelona.

• In Latin America, popular destinations are

– Caribbean (12% of trips, declining from

20% in 2019)

– Central or South America (12%)

– Mexico (11%, increasing from 5% in 2019)

• In Europe, popular destinations are

– United Kingdom (including England) or

Ireland (9%)

– Spain (6%)

– Italy (5%)

– France (5%)

Base: Boomers with international destination chosen; total responses, up to 5 trips discussed (n=339 coded responses).

Q3c: For the trip(s) listed below, please tell us where you have chosen to go. Please provide a country, along with the final destination city/location. If you are planning to visit more than one destination per trip, please just tell us the

destination where you plan to spend the most time.

3%

5%

5%

11%

37%

38%

Africa

Canada

South Pacific

Asia or the Middle East

Europe

Latin America

Percentage of international trips


Top activities are dining out, personal sightseeing, and sightseeing tours.

Most activities involve planning while at the destination.

24

Base: Boomer international travelers with destination chosen, not required travel (n=363).

Q3f. What types of activities do you anticipate during each international trip below? Please select all that apply per trip. [NEW QUESTION 2020]

Q3g. Regarding the activities you are looking forward to during your 2020 international travel, please drag and drop them based on how you generally plan to approach them. [NEW QUESTION 2020]

15%

19%

21%

26%

36%

42%

54%

65%

66%

Exercise

Outdoor or nature activities

Food or beverage tours

Quiet time

Going to a museum

Relaxing

Sightseeing tours


Dining out

Percentage planning to do each activity (10%+ shown)

49%

32%

20%


Plan ahead Mix of both

How activities are typically planned (based on total trip activities)


Bucket List (n=91)

80%

58%

57%

47%

30%

Family (n=47)

42%

72%

76%

38%

51%

Solo (n=40)

43%

71%

77%

40%

35%

Celebration (n=39)

50%

63%

60%

31%

61%

Summer Vacation (n=31)

53%

60%

71%

28%

28%

Sightseeing tours


Dining out

Going to a museum

Relaxing

Percentage planning to do each of the top five activities by top five trip types

Sightseeing — both tours and personal — is popular across top trip

types.

25

Base (Activities as a whole): Boomer international travelers with destination chosen, not required travel (n=363); Base (By Trip /type): Boomer international travelers with destination chosen (n=varies by trip type).

Q3f. What types of activities do you anticipate during each international trip below? Please select all that apply per trip. [NEW QUESTION 2020]


INTERNATIONAL VS. DOMESTIC


Flights are the most popular mode of transportation, followed by cruises

for international trips and personal vehicles for domestic trips.

27

Base: Boomers with destination chosen for trip; total responses, up to 5 trips discussed.

Q3d/Q5d_2: For each [domestic/international] trip below, please indicate the primary mode of transportation you will use. [QUESTION CHANGED IN 2020]

Domestic (n=955)

50%

3%

40%*

3%

1%

2%

International (n=369)

65%*

26%*

2%

2%

2%

1%

Airplane

Cruise ship

Personal vehicle

Rental vehicle

Bus

Train

Percentage of trips by primary mode of transportation

* Denotes a significant difference between travel segments


Hotels and motels remain the most common type of accommodation for

both international and domestic trips.

28

Base: Boomers with destination chosen for trip.

Q3e/Q5e2: Which of the following best describes the type of accommodations you will be staying at on this trip?

1%

10%

13%

15%

15%

33%

62%

2%

5%

12%

15%

20%

33%

54%

RV or campground

Company-managed rental home

Bed & breakfast

Airbnb, VRBO, etc.

With friends or family

Resort

Cruise ship cabin

Hotel or motel

Percentage of international trips by type of accommodation

2019 (n=267) 2020 (n=255)

4%

5%

10%

38%

20%

8%

66%

3%

8%

3%

11%

35%

20%

8%

63%

RV or campground

Company-managed rental home

Bed & breakfast

Airbnb, VRBO, etc.

With friends or family

Resort

Cruise ship cabin

Hotel or motel

Percentage of domestic trips by type of accommodation

2019 (n=427) 2020 (n=451)


International travelers are more interested in eating and touring with

locals, but domestic travelers are more interested in staying with locals.

29

Base: Boomers considering a trip (n=396 international; n=748 domestic).

Q9c: While traveling in 2020, which of the following “authentic” experiences do you have interest in?

21%

21%

42%

17%

47%

52%

Staying with locals

Touring with locals

Eating a meal with locals

Percent who are interested in authentic travel such as...

Domestic (n=748) International (n=396)

*Total interested in eating, touring, or staying with locals internationally or domestically: 52% Boomers, 54% GenX, 60% Millennials


CRUISES


Those who cruise do it often! New experiences are at the core of their

motivation.

31

• On average, those who cruise have

taken 11 cruises.

• Nearly half (47%) of Cruisers’ 2020

trips with a destination chosen will

be taken via a cruise.

• Most cruises will be ocean cruises

only (91%). Five percent will be

river cruises, and 4 percent will be a

combination of both.

Base: Boomers planning a cruise in 2020 (n=95).

Q40. How many cruises have you taken in the past?

Q42. Thinking again about your specific cruise trip(s) planned for 2020, what type of waterway will you be cruising on for each?

Q9b: Please select your top three motivators for your 2020 travel plans.

45%

46%

50%

51%

52%

Share a new experience with my significant other

Relax and rejuvenate

Get away from normal, everyday life

Go somewhere I always wanted to go

To spend time with family and friends

Percent citing motivation for taking a cruise


Cruises are more likely to be taken in winter than non-cruise travel and

are more likely to be booked well in advance.

32

Base: Boomers with destination chosen for trip.

Q3a/Q5a: Of the following [domestic/international] trip(s) you anticipate taking next year, please indicate which ones are already booked, currently being planned, or in the idea phase.

Q3a/Q5b: For those [domestic/international] trip(s) that are still in the planning phase, have you selected a final destination yet? (n=866)

Q2b/Q4b. Thinking about your upcoming [international/domestic] trips listed below, please indicate the time of year, or season, you plan to travel.

Cruise travel

25%

34%

14%

22%

4%

Non-cruise travel

11%

34%

23%

22%

10%

Jan–Feb

Mar–May

Jun–Aug

Sep–Oct

Nov–Dec

Percentage of trips, by season

71%

32%

Cruises Non-cruise travel

Percentage of trips bookedNote: Only those with destination chosen were asked mode of transportation


Cruises make traveling easy; top reasons for choosing a cruise include

seeing multiple destinations, a hassle-free experience, and good value.

33

Base: Boomers planning a cruise in 2020 (n=95).

Q41. What motivated you to travel by cruise ship in 2020?

Q45. What specifically do you enjoy or think you may enjoy about a cruise that makes this an appealing travel option next year?

“Unpacking once

and all activities are

easy to do.”

“Very relaxing.”

“Visiting 10

different

countries.”

“Visit several

places, meals are

included.”

“Multiple

destinations without

repacking.”

“Most activities are right

on board the ship.”

“Easy to do nothing.”10%

23%

36%

43%

45%

52%

59%

61%

68%

To meet people

Activities for all ages

Travel companions wanted it

Activities at fingertips

Entertainment on ship

Relaxing or pampering

Good value

Hassle-free

Best way to visit multiple destinations

Percent citing reasons to choose a cruise


GENERAL TRAVEL BEHAVIORS


Boomers are more likely than other generations to be open to meeting

new people on vacation.

35

Base: 2020 travelers (n=780).

Q46. Which of the following best describes you? [NEW QUESTION 2020]

Letters denote significant differences between generations at the 95% confidence level.

31% c

27% c

17%

51%

54%

66% a,b

18%

19%

17%

Millennials (n=397) (a)

Gen X (n=402) (b)

Boomers (n=780) (c)

Percent of 2020 travelers by response to meeting new people

Keep to myself Casual interactions Develop personal friendships or relationships


Most Boomers travel with a smartphone. They use it more than they

normally would to take photos, use maps, and find food and activities.

36


Q36. For which of the following type of trips do you typically bring a

smartphone?

Base: 2020 Boomer travelers who take a smartphone on a trip (n=731).

Q39b. Please review this list again and indicate how you typically use your smartphone while traveling and/or while on vacation as compared to your

normal, day-to-day use. [NEW QUESTION 2020]

84%

94%*

6%

International Domestic Neither or don'thave a smartphone

Percent bringing a smartphone by type of trip (among those traveling to the destination) Do more

73%

64%

56%

56%

35%

35%

32%

21%

21%

13%

13%

12%

12%

12%

9%

Do the same

21%

20%

21%

18%

28%

48%

16%

31%

47%

30%

42%

34%

51%

43%

40%

Do less

3%

8%

8%

6%

13%

11%

6%

17%

29%

21%

28%

18%

29%

43%

30%

Don't do

3%

8%

15%

20%

24%

6%

46%

31%

3%

36%

17%

36%

8%

2%

21%

Take photos

Maps or directions

Find food or activities

Check-in

Book reservations

Check weather

Request a ride

Look for online discounts

Text

Music

Check news

Social media

Email

Make calls

Calendar or schedule

Use of smartphone for various activities while on vacation compared to typical use


Most Boomers are members and avid users of airline and hotel loyalty

programs.

37

Base: 2020 Baby Boomer Travelers (n=780)

Q5h: Please indicate the types of travel related loyalty programs you are currently a member of.

Base: 2020 Baby Boomer Travelers (n=780)

Q5i: How often do you book with your travel loyalty program provider versus other options in the marketplace

when making leisure travel arrangements?

82%

76%

44%

27%

Airline

Hotel

Car

Cruise

Percentage of travelers enrolled in loyalty programs

80%

69%

71%

74%

15%

24%

23%

18%

5%

7%

8%

9%

Airline program (n=643)

Hotel program (n=594)

Car program (n=345)

Cruise program (n=214)

Frequency of booking through program (among enrollees)

Always or mostly Sometimes Rarely or never


15%

8%

9%

10%

12%

13%

21%

51%

Other

Don't want to be off beaten path

Heard negative reviews

Not familiar with option

Don't feel as safe

Don't want residential area

Don't need the space

Prefer hotel services

Percentage citing reason for not renting a private home

Most of those who plan to rent a private home do so for comfort and

cost, while most of those who do not say they prefer hotel services.

• In 2020, comfort was mentioned more frequently than

cost, the opposite of 2019 (74% in 2019).

38

Base: Boomers planning to rent private home (n=66).

Q13b. Earlier you indicated you anticipate renting a home from a home owner through a service such as Airbnb,

VRBO, etc. What do you believe are the benefits of using this type of an accommodation over other options such

as motels, hotels, etc.?

• Reasons for not renting a private home are the same

as in 2019.

Base: Boomers planning to not rent private home (n=714).

Q13c. Earlier you did not indicate interest in renting a home from a home owner through a service such as Airbnb,

VRBO, etc. for any of your upcoming trip(s). Which of the following best describes why that is?

” Stay with friends and relatives.”

”Don’t trust Airbnb, VRBO.”

”Have my own home in each place.”

7%

35%

38%

40%

54%

62%

65%

70%

Other

Better location

Live like local

Accommodates large groups

Cost of accommodation less expensive

Makes trip less expensive

More space

More amenities

Percentage citing reason for renting a private home


Roughly a quarter of working Boomers plan to use all their vacation time

for personal travel.

39

• About half (47%) of Boomer

travelers are employed.

• Almost all (93%) of employed

Boomers will have vacation time or

paid time off in 2020.

• On average, they have four weeks

of vacation time, but 19 percent say

they have unlimited vacation time.

Base: 2020 Boomer travelers (n=780); QS6a: Which of the following best describes your current employment status?

Base: Employed Boomers (n=370); Q16a: Approximately, how much vacation time/paid time off will you have in 2020?

Base: Boomers with paid time off (n=343); Q16b: How much of your paid vacation time will you use for personal travel in 2020?

11%

28%

34%

27%

Hardly any or don't know

Some

Most

All

Percentage of working Boomers by amount of vacation time used for personal travel


Boomers are more likely than other generations to say it is not important

to stay connected to work while on vacation.

40

• In comparison with 2019,

Millennials and Gen Xers are

significantly more likely, in 2020, to

say it is not important to stay

connected to work while on

vacation.

– Millennials: 28 percent in

2019

– Gen X: 38 percent in 2019

• Most Boomers (84%) estimate they

spend 10 percent or less of their

vacation time working. More than

half (53%) spend at most 5 percent

of the time working.

Base: Travelers with Paid Time Off; Q17: In your opinion, how important is it for you to stay connected to work when you are on personal travel?

Base: Baby Boomers Likely to Work on Vacation (n=182); Q17b: If you had to guess, when you are on personal travel, what percent of your

time do you spend on work-related stuff?

Letters denote significant differences between generations at the 95% confidence level

48%

55%

60% a

25%

20%

25%

28% c

25% c

15%


Gen X (n=351) (b)

Boomers (n=343) (c)

Percentage of travelers with paid time off by importance of staying connected to work

Not important Somewhat important Extremely/Very important


Few employed Boomers have mixed or intend to mix business and

personal travel.

41

Base: Employed Boomers (n=370).

Q17c1. In the past two years, have you taken advantage of a business trip and either arrived early or stayed later

to add on some vacation/leisure time to the trip?

Base: Employed Boomers (n=370).

Q17d. In 2020, do you anticipate taking advantage of any business trips and either arriving early or staying later to

add on some vacation/leisure time to the trip?

15% 14%

71%

Yes Maybe No

Percentage planning to mix business and personal travel in 2020

23%have extended a

business trip for

personal travel


For all three generations, cost is still the most common barrier to travel. Percent citing barriers to travel in 2020

42

• In addition to cost, Millennials and Gen Xers both often cited work responsibilities and lack of free time as barriers.

• Boomers more frequently mentioned health than other generations.

Base: 2020 Travelers (n=1,704).

Q22: What, if anything, has prevented you or might prevent you from taking all of the personal trips you’d like to take in 2018?



51% c

10%

25%

14%

7%

4%

15% c

19% c

21% c

15% c

16%

GenX (n=402) (b)

44%

14%

21%

17%

11%

6%

16% c

17% c

21% c

12% c

18%

Boomers (n=780) (c)

39%

28% a,b

23%

19% a

13% a

12% a,b

10%

9%

7%

5%

21% a

Cost

My health or the health of someone else

Family obligations

Weather disasters

Security or terrorism

Increased political or social unrest around the world

My spouse or significant other's lack of vacation time

Lack of free time

Work responsibilities

My lack of vacation time from work

Nothing


Most Boomers (80%) save and share their vacation memories using

digital methods.

43


Q47: In what way(s) do you preserve and/or share your memories from a vacation? [NEW QUESTION 2020]



50% c

43% c

31%

15%

9%

45% b,c

7%

Gen X (n=402) (b)

46%

41% c

35%

16%

11%

20% c

13%

Boomers (n=780) (c)

44%

32%

30%

17%

10%

8%

20% a,b

Messages or pictures via text

Facebook posts

Digital photo album

Nondigital album

Travel diary

Instagram posts

None

Percentage using methods to save and/or share vacation memories


APPENDIX

44


Methodology

• A 15-minute online survey was conducted

among males and females, ages 22 and older,

who have taken at least one trip 50 miles or

more away from home, with at least a two-night

stay, in the past two years.

• Respondents were further identified as

previously using an online travel site within the

past two years and having an intent to travel for

personal pleasure (nonbusiness travel) in 2020.

• The survey was in field September 16–26, 2019.

• A total of n=1,704 surveys were completed; final

unweighted counts are detailed in the table to

the right.

• Final data has been weighted to U.S. Census for

analysis, by generation.

45

Total Completes 1,704

Gender

Male 845

Female 859

Age

22–38 397

39–54 402

55–59 311

60–69 306

70+ 288

Ethnicity

Caucasian 915

African American/Black 277

Hispanic/Latino 285

Asian 133

Other 94

Region

Northeast 301

Midwest 359

South 648

West 396


Counts by age segment

• The focus of this analysis is Boomers

(adults ages 55–73) who intend to

travel in 2020.

• Millennials (ages 22–38) and Gen X

respondents (ages 39–54) have also

been evaluated to compare and

contrast 2020 travel behaviors across

generations.

• Counts by generations are as follows,

weighted.

46

Millennials Gen X Boomers

Total 397 402 780

Age

22–38 397

39–54 402

55–73 780

Gender

Male 202 197 367

Female 195 205 413

Race/Ethnicity

Caucasian 241 245 562

African American 44 44 78

Hispanic/Latino 79 76 86

Asian American/Other 31 36 55

Region

Northeast 71 72 140

Midwest 83 88 172

South 147 149 289

West 95 92 179


Boomer travel profiles

47

Note: World travelers are those who are planning to travel domestically and internationally.

Letters denote a significant difference between travel segments

• Although more significant differences

arise across Boomer travelers for 2020

as compared to previous years, the

composition of each traveler segment

shows no dramatic shifts overall.

• Note: The international-only base size

is too small to be conclusive.

• Key takeaway: Boomer world travelers

tend to be more upper income and/or

more ethnically diverse travelers than

those who choose to only travel within

the United States.

Audience profiles are very similar

2015, 2016, 2017, 2018, 2019

2020 Baby Boomer Travel Audience Profiles

International Traveler

(a)

Domestic Traveler

(b)

World Traveler

(c)

Base: 32 384 364

Member 64% 54% 59%

Non-Member 36% 46% 41%

Gender

Male 38% 44% 51%

Female 63% 56% 49%

Age

55-59 30% 35% 35%

60-69 37% 44% 42%

70+ 33% 21% 23%

Ethnicity

Caucasian 46% 79% a 67% a

African American 20% b 8% 12%

Hispanic 22% b 7% 13% b

Asian American/Other 12% 5% 8%

Income

Average $92K $93K $109K a,b

Marital Status

Single/never married 5% 10% 8%

Married/living together 63% 72% 76%

Divorced/separated 23% c 13% 11%

Widow 9% 5% 5%


APPENDIX: GENERATIONAL

COMPARISONS

48


Travel snapshot by generation

49

Letters denote a significant difference between generations.

• The 2020 travel snapshot looks

similar to snapshots from annual

studies over the past 6 years.

– Millennials anticipate fewer international

trips than they planned in 2019.

– Millennials are taking more domestic

trips motivated by family/multi-gen trips

and summer vacations than in the past.

2020 Baby Boomer Travel Audience Profiles

Millennials

(a)

GenX

(b)

Boomers

(c)

Base: 397 402 780

Destination

International only 7% c 7%c 4%

Domestic only 45% 43% 49%

Both 48% 49% 47%

Number of Trips Planned (Avg)*

International 1.6 1.7 1.7

Domestic 3.3 3.8 4.0 a

Total 4.1 4.5 4.7 a

Top 5 Trips Types: International

Base: 338 361 595

Bucket list trip 18% 13% 23% b

Summer vacation 15% c 15% c 10%

Family trip/Multi-gen 11% 15% 12%

Celebration vacation 9% 11% 9%

Solo vacation 6% 8% 12% a

Top 5 Trip Types: Domestic

Base: 985 1,098 2,238

Family trip/Multi-gen 17% b 13% 15%

Weekend getaway 17% c 18% c 13%


Holiday travel 8% 8% 8%

Romantic getaway 8% 9%c 7%

* Average number of international and domestic trips are calculated among those taking at least 1 trip


Travel motivators

2020 Travel Motivation

Letters denote a significant difference between generations

Millennials

(a)

Gen X

(b)

Boomers

(c)

Base: 397 402 780

To spend time with family or friends 48% 54% 59% a

To get away from normal, everyday life 44% 47% 51% a

To relax and rejuvenate 45% 54% a,c 45%

To visit somewhere I've always wanted to go 26% 28% 36% a,b

To share a new experience with my significant other 28% 27% 31%

To go on an adventure 27% c 23% 19%

To try something new 26% b,c 16% 15%

To improve my health 7% c 6% c 3%

To scout a place for my retirement 3% 4% 4%

To scout a place for a new job/relocation 5% c 3% 2%

Other (Specify) 1% 2% 4% a

Q9b: Please select your top three motivators for choosing the destination for this trip.



Millennials (a)(n=338)

Gen X (b)(n=361)

Boomers (c)(n=595)

Bucket list trip18% 13% 23% b

Summer vacation15% c 15% c 10%

Multi-generational/Family trip11% 15% 12%

Celebration vacation9% 11% 9%

Solo vacation6% 8% 12% a

Romantic getaway10% 11% 9%

Holiday travel6% 7% c 4%

Family reunion3% 3% 4%

Girls getaway3% 3% 3%

Weekend getaway5% c 4% c 2%

Spring break trip4% c 5% c 1%

Wedding, graduation, or other event4% b,c 2% 2%

Required travel2% 1% 1%

Guys getaway2% 1% 1%

Other2% 3% 8% a,b

Types of international trips anticipated

51

Base: International trips in 2020; data based on total responses, up to 5 trips discussed.

Composition of Planned Trips


Cruise, trips with friends, other couples


Types of domestic trips anticipated

52

Composition of Planned Trips

Base: Domestic trips in 2020; data based on total responses, up to 5 trips discussed. Letters denote a significant difference between generations.


Gen X (b)(n=1,098)

Boomers (c)(n=2,238)

Family trip 17% b 13% 15%

Weekend getaway 17% c 18% c 13%


Holiday travel 8% 8% 8%

Romantic getaway 8% 9% c 7%

Celebration vacation 7% 6% 5%

Solo vacation 6% 5% 6%

Family reunion 4% 4% 6% a,b

Bucket list trip 4% 4% 6% a

Spring break trip 5% 5% c 3%

Required Travel 1% 3% 5% a,b

Wedding, graduation, or other event 2% 2% 4%

Girls getaway 3% 3% 3%

Guys getaway 3% c 2% 2%

Other 2% 3% 8% a,b

Sporting event, competition (i.e., travel teams or tournaments,

trips to visit family)


International trip activities (all trips with destination chosen)

53

Base: Boomer international travelers With destination chosen

Q3f. What types of activities do you anticipate during each international trip below? Please select all that apply per trip.

Activities Anticipated

Millennials

(a)

Gen X

(b)

Boomers

(c)Base: 178 199 363

Dining out 40% 57%a 66%a

Personal sightseeing 53% 48% 65%a,b

Sightseeing tours 41% 51% 54%a

Relaxing 30% 44%a 42%a

Going to a museum 22% 25% 36%a,b

Food and/or beverage tours 35%c 33%c 21%

Quiet time 12% 22%a 26%a

Outdoor or nature activities 24% 18% 19%

Exercise 16% 16% 15%

Adventure 19%c 14%c 8%

Theatre 15%c 10% 9%

Food festival 12%c 16%c 7%

Cooking, preparing meals together 11% 9% 8%

Music festival 15%c 10% 6%

High adrenaline activities 18%b,c 5% 4%

Sporting events 14%b,c 7% 3%

Picnics 7% 6% 6%Sports 7% 7% 4%

Visiting theme parks or amusement parks 14%b,c 6%c 2%

Board games 10%c 6%c 2%

Other 3% 7% 5%



Domestic trip activities (all trips with destination chosen)

54

Base: Boomer domestic travelers with destination chosen.

Q5f_2. What types of activities do you anticipate during each domestic trip below? Please select all that apply per trip.

Activities Anticipated

Millennials

(a)

GenX

(b)

Boomers

(c)

Base: 371 425 890

Dining out 44% 56% a 57% a

Personal sightseeing 42% 43% 39%

Relaxing 26% 28% 30%

Quiet time 16% 15% 19%

Cooking, preparing meals together 15% 16% 20% a

Sightseeing Tours 21% c 20% c 14%

Outdoor/Nature activities 21% 21% 17%

Food and/or Beverage Tours 25% b,c 16% 15%

Going to a museum 16% 13% 13%

Visiting theme parks/amusement parks 18% c 15% c 10%

Exercise 13% 10% 11%

Sporting events 13% c 9% 7%

Sports 7% 8% 8%

Board games 7% 8% 8%

Theatre 9% 7% 7%

Picnics 6% 7% 7%

Music festival 9% c 8% c 5%

Food festival 9% c 8% c 4%

Adventure 9% c 6% c 1%

High adrenaline activities 9% b,c 4% c 1%

Other 2% 5% 9% a,b



Trip activity planning

55

• Not only do the types vacations for each generation differ, but when they plan their vacations does as well.

Millennials are less likely to make plans at their destination; rather, they are more likely than older generations to

use technology to search, review, and lock down plans ahead of time.

Base: Travelers with destination chosen.

Q3g/Q5g_2. Regarding the activities you are looking forward to during your 2020 international/domestic travel, please drag and drop them based on how you generally plan to approach them.

International

20%

32%

49% a,b

23%

34%

43%

20%

42% b,c

38%

Mix of both

Plan ahead


Millennials (a) (n=612) Gen X (b) (n=635) Boomers (c) (n=1,120)

Domestic

20%

27%

54% a,b

22%

32% c

46% a

22%

40% b,c

39%

Mix of both

Plan ahead


Millennials (a) (n=948) Gen X (b) (n=959) Boomers (c) (n=1,753)



Travel loyalty programs

56

Q5h: Please indicate the types of travel related loyalty programs you are currently a member of.


Program Membership


Gen X(n=402) (b)

Boomers(n=780) (c)

68% 74%a 82%a,b

61% 71%a 76%a

34% 44%a 44%a

12% 22%a 27%a

Always/Mostly Booking Through Program

Q5i: How often do you book with your travel loyalty program provider versus other options in the marketplace

when making leisure travel arrangements?

74%

70%

69%

80%

72%

73%

74%

83%

74%

72%

71%

77%

Cruise

Car

Hotel

Airline

Millennials (a) GenX (b) Boomers (c)

Base: 2020 travelers (n=1,704). Base: Member of loyalty program (base varies per program)

• Boomers are more likely than younger generations to be a member of a loyalty program, but all generations

indicate a significant use of such programs, and both membership and usage are consistent with past years.


• While Boomers and Gen X maintain a similar disposition toward the amount of vacation they will use in 2020 compared to 2019,

Millennials shift the most with a significant decrease in those who anticipate using “All of it” (down from 45% in 2019 to 29% in 2020).

96% 98%c

93%

57

Base: Have vacation time.

Q16b: How much of your paid vacation time will you use for personal travel in 2019?

10% 7% 11%

26% 27%28%

36%33%

34%

29%32%

27%


Gen X(n=351) (b)

Boomers(n=343) (c)

Hardly Any, Don't Know Some Most of It All of It

How Much Vacation Will Be Used

Base: Employed.

Q16a: Approximately, how much vacation time/paid time off will you have in 2019?

Letters denote a significant different between generations.

Work and travel in 2020

Have Vacation Time

4 Weeks a

19% a,b Unlimited

4 Weeks a

9% Unlimited

Avg: 3 Weeks

6% Unlimited

Millennials

(n=355) (a)

Gen X

(n=359) (b)

Boomers

(n=370) (c)

Significant differences from 2019


Importance of Staying Connected To Work

58

Base: Likely to work. Those who say 0% of the time have been removed from this metric.

Q17b: If you had to guess, what percent of your time do you spend on work-related stuff?

Letters denote a significant different between generations.

Work and travel in 2020 (continued)

60%a

55%

48%

25%

20%

25%

15%

25%c

28%c

Boomers (c) (n=343)

Gen X (b) (n=351)

Millennials (a) (n=339)

Not Important Somewhat Important Extremely/Very Important

46%57%a

53%

35%b22% 31%b

14% 17% 11%

4% 4%c 4%


GenX (b)(n=215)

Baby Boomers (c)(n=182)

30% of the time or more

20% of the time

10% of the time

1-5% of the time

How Much Time Working

Base: Have paid time off.

Q17: In your opinion, how important is it for you to stay connected to work when you are on personal travel?


63%c

Likely To Work On Vacation

61%c 53%

Millennials (a) Gen X (b) Boomers (c)

Base: Have Paid Time Off

Q17b: If you had to guess, what percent of your time do you spend on work-related stuff?

Significant differences from 2019

• With fewer Millennials planning to use all their vacation,

when they do take off, their mindset shifts as well, with

fewer indicating that it’s important to stay connected to

work while away; 58% (Extremely/Very Important) in 2019

vs. 28% in 2020.


22%c21%c

15%

28% 28%

23%

59

Q17d. In 2020, do you anticipate taking advantage of any business trips and either arriving

early or staying later to add on some vacation/leisure time to the trip?

Plan to Add Personal Travel to a Business Trip in 2020

(% Yes)

Base: Employed

Q17c1. In the past two years, have you taken advantage of a business trip and either arrived early or

stayed later to add on some vacation/leisure time to the trip?

Approximately one-fourth of travelers plan to extend work trips to include

time for leisure.

Have Added Personal Travel to a Business Trip

(% Yes)

Millennials (a)

(n=355)

GenX (b)

(n=359)

Boomers (c)

(n=370)

Millennials (a)

(n=355)

GenX (b)

(n=359)

Boomers (c)

(n=370)


About AARP

AARP is the nation’s largest nonprofit, nonpartisan organization dedicated to empowering Americans 50 and older to

choose how they live as they age. With nearly 38 million members and offices in every state, the District of Columbia,

Puerto Rico, and the U.S. Virgin Islands, AARP works to strengthen communities and advocate for what matters most

to families with a focus on health security, financial stability and personal fulfillment. AARP also works for individuals in

the marketplace by sparking new solutions and allowing carefully chosen, high-quality products and services to carry

the AARP name. As a trusted source for news and information, AARP produces the nation's largest circulation

publications, AARP The Magazine and AARP Bulletin. To learn more, visit www.aarp.org or follow @AARP and

@AARPadvocates on social media.

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harness the power of data to drive fast insights and decisions about their business. Nimble and efficient, we do things

quickly without the drag of sizeable unneeded bureaucracy. Our primary consultants have been conducting market

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About Interloq, LLC


Vicki Levy, AARP Research

[email protected]

For media inquiries, please contact [email protected]

61

This research was designed and executed by AARP Research

mailto:[email protected]

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