About

Summary 

Acorn Tourism was commissioned by the CBI, the Netherlands Enterprise Agency, to research the Baby Boomer tourism market, one of the largest consumer segments in the world and one that wields considerable spending power.  As older consumers, Baby Boomers also have more time to travel and are keen to remain active while enjoying immersive, luxury activities which means there are good opportunities for SMEs in developing countries to promote suitable travel products to this lucrative market segment. 

Our Approach 

Acorn undertook a comprehensive study into the Baby Boomer market segment highlighting key issues that SMEs must consider when developing tourism products for this discerning market segment:

1. The need to implement and highlight stringent measures in regard to health provision and appropriate cleaning protocols to reassure European Baby Boomers in the wake of the Covid-19 pandemic so they feel confident to travel. 
2. The requirements that must be complied with which are either mandatory or desirable for the niche, in particular accessibility factors, risk assessments and standards, along with relevant policies suitable for the 50+ traveller.
3. Insight into the niche segment, highlighting what is important to them such as authentic and immersive experiences that transcend culture, personal fulfilment, physical activity and with a level of luxury.  
4. How the market is segmented, how they book and where they like to travel to. 

Outcome

The report provided a comprehensive study of the Baby Boomer travel market, offering detailed advice to SMEs in developing countries to help them develop and promote suitable tourism packages.  The Baby Boomer market is a significant market segment in the world today and there are excellent opportunities to develop suitable packages to attract the European market.