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Baby Boomer Tourism Summit to be held on May 25, 2009 in Sydney

The inaugural Baby Boomer Tourism Summit will be held on May 25, 2009 at the Australian National Maritime Museum in Sydney. The one day summit will be addressed by Roy Morgan Research (Tourism and Leisure) and include the latest baby boomer research undertaken by leading researchers, alongside other eminent experts with practical advice to tap into this potentially lucrative demographic. Baby boomers, the largest demographic segment in the Australian population controls around 50 per cent of the country’s wealth. The Summit will examine the latest research showing trends and forecasts for this demographic phenomenon, as well as exploring the moods and motivations of this sector, and the triggers for successfully engaging it.

“The sheer size of the baby boomer group means we can’t afford to ignore them. They have been on the radar for governments and policy-makers for some time now because of the implications for government services and the economy in general,” said Leigh Kealton, Convener, Baby Boomer Tourism Summit. He further added, “Businesses are yet to understand and engage with this demographic. Many will be unaware that boomers are the fastest growing group using Facebook, for example. With the front runners now in their early to mid 60s and a massive wave of their generation to follow, there is a real opportunity to capitalise on a market that is freeing up from restraints such as mortgages, children and full time work.”

Baby boomers are a distinct generation, born after World War II up until the early 1960s. They identify with being young-at-heart rather than senior citizens’, yet advertising research has shown they feel neglected and under-represented in advertising and marketing. “The current economic climate has been a body blow for many retirees’ nest-eggs but they are also aware that they are ageing, and they won’t always be fit enough to take on the travels and adventures they would like to do,” added Kealton. In this sense, baby boomers share ground with backpackers, who also see themselves as having a limited window of opportunity to travel, regardless of external financial factors such as exchange rates or stock markets. A similarity noted by Kealton after an extensive career in adventure and backpacking tourism niche marketing.

Baby boomers are a valuable demographic group that can help to fill the gaps in an otherwise spartan marketplace. International visitor numbers have been struggling for several years, and the current global economic turmoil has drowned hopes of a radical turn around in the short term. At the same time, employment fears and a decrease in disposable income are curbing many other Australians’ travel plans. “Destinations and operators need to start planning urgently to cater for the interests and requirements of the travelling baby boomer. It’s not only the grey nomad experience baby boomers are interested in. There is enormous opportunity in pub-stays, B&B, cruising, skiing and festival hopping for example. The boomers haven’t lost the sense of adventure they had in the 1960’s and 70’s. They don’t necessarily want to spend the kids’ inheritance, although some will feel like they’ve earned a bit of luxury, but most do want to travel comfortably, get beyond the usual ‘package’ experience and have some fun,” said Kealton.

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