2020 Travel Trends - AARP · For international travel, sightseeing (both tour and personal) and...
Transcript of 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
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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
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EXECUTIVE SUMMARY
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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
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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.
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TRAVEL PLANS
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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
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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
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Spending time with family and friends, getting away from everyday life,
and relaxation remain the top reasons for Boomer travel.
9
Base: 2020 Boomer travelers (n=780).
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
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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
Millennials(n=397) (a)
Gen X(n=402) (b)
Boomers(n=780) (c)
Anticipated travel spend compared to 2019
Lower Same Higher
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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%).
Base: 2020 Boomer travelers (n=780).
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
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DOMESTIC TRIPS
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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
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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
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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
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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
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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)
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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
Personal sightseeing
Relaxing
Cooking, preparing meals
Quiet time
Percentage planning to do each of the top five activities by top five trip types
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INTERNATIONAL TRIPS
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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
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The top reason for international travel is still to take a bucket list trip.Percentage of trips by primary motivation, 2019 and 2020
21
Base: Boomer international trips in 2020; total responses, up to 5 trips discussed (n=595).
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
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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.
Base: Boomer international trips in 2020; total responses, up to 5 trips discussed (n=595).
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%
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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
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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
Personal sightseeing
Dining out
Percentage planning to do each activity (10%+ shown)
49%
32%
20%
Plan while atdestination
Plan ahead Mix of both
How activities are typically planned (based on total trip activities)
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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
Personal sightseeing
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]
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INTERNATIONAL VS. DOMESTIC
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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
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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)
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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
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CRUISES
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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
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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
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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
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GENERAL TRAVEL BEHAVIORS
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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
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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
Base: 2020 Boomer travelers (n=780).
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
Make calls
Calendar or schedule
Use of smartphone for various activities while on vacation compared to typical use
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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%
Millennials (n=339) (a)
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
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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?
Letters denote significant differences between generations at the 95% confidence level.
Millennials (n=397) (a)
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
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
Most Boomers (80%) save and share their vacation memories using
digital methods.
43
Base: 2020 Travelers (n=1,704).
Q47: In what way(s) do you preserve and/or share your memories from a vacation? [NEW QUESTION 2020]
Letters denote significant differences between generations at the 95% confidence level.
Millennials (n=397) (a)
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
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
APPENDIX
44
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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%
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
APPENDIX: GENERATIONAL
COMPARISONS
48
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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%
Summer vacation 14% c 14% c 11%
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
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH 50
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.
Base: 2020 Travelers (n=1,704).
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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
Letters denote a significant difference between generations
Cruise, trips with friends, other couples
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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.
Millennials (a)(n=985)
Gen X (b)(n=1,098)
Boomers (c)(n=2,238)
Family trip 17% b 13% 15%
Weekend getaway 17% c 18% c 13%
Summer vacation 14% c 14% c 11%
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)
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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%
Letters denote a significant difference between generations
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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
Letters denote a significant difference between generations
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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
Plan while atdestination
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
Plan while atdestination
Millennials (a) (n=948) Gen X (b) (n=959) Boomers (c) (n=1,753)
Letters denote a significant difference between generations.
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
Travel loyalty programs
56
Q5h: Please indicate the types of travel related loyalty programs you are currently a member of.
Letters denote a significant difference between generations.
Program Membership
Millennials (n=397) (a)
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.
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
• 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%
Millennials(n=339) (a)
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
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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%
Millennials (a)(n=215)
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?
Letters denote a significant difference between generations.
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.
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
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)
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH 60
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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About Interloq, LLC
AARP.ORG/RESEARCH | © 2019 AARP ALL RIGHTS RESERVED AARP RESEARCH
Vicki Levy, AARP Research
For media inquiries, please contact [email protected]
61
This research was designed and executed by AARP Research