What is America’s largest, wealthiest, and most influential age group—one that spends some $2.3 trillion annually on goods and services? 

Why, they’re the Baby Boomers, the 78 million adults born between 1946 and 1964 who have changed America’s values with every stage of their development.  As Kim Ross writes, “Diaper services, Barbie dolls, Rolling Stone magazine, relaxed-fit jeans and SUVs—all were created in response to boomers' needs. Now it's the travel industry's turn to be affected.”

Boomer Consumers will be affecting travel as never before.  That’s why those in the travel industry are beginning to cater more diligently to this highly influential age-group.  Beyond the statistics, who are the Boomers?  And what is known about their leisure interests and travel proclivities?

Some researchers have begun to notice a few revealing characteristics of this unique age-group.

• Boomers want to have fun—in a unique kind of way.  They are adventurous and ready for unusual destinations and experiences.
• Boomers demand immediate gratification—remember, this is the NOW generation.  Decisions may still be made impulsively.
• They are more active than passive—they want to do, to experience, and they want several options as well.
• Boomers are demanding consumers—they tend to want the best.
• Creature comforts are important.  They can do “rustic” and “adventurous,” but at the end of the day, they need the lifestyle comforts to which they’ve become accustomed. 
• They will pay for luxury, expertise and convenience.  But they are also interested in maximizing the value of their purchase.
• They are skeptical of institutions and individuals who promise too much. 
• Boomers like to associate with people like themselves—their own age or younger.  They’ll avoid stodgy, old school people, places and ideas like the plague. 
• They art not part of a homogenous group.  Some are grandparents, some are single, and some have young children (and some belong to more than one sub-group.) A small percentage are retired; some are starting new careers and building up while others are considering downsizing. These factors greatly influence travel needs and behavior.

With these factors in mind, we set out to  find the kinds of resorts Baby Boomers will choose to visit in the near future.  Click here to see our picks in the United States and here to check out International travel finds.