Survey Reveals Desire for Experiential and Educational Vacations among Baby Boomers and the Over 40 Set

Traveling with Family and Friends, People the Same Age, Sharing Memories Among Top Interests

Media Contacts: Emily Buenting, ThirdAge Inc. (617) 285-4052 emilyb@thirdage.com

Hilary Allard, JWT BOOM (617) 337-9524 hallard@thecastlegrp.com

Linda Walsh, JWT BOOM (617) 337-9516 lwalsh@thecastlegrp.com

August 20, 2008 (New York, NY)

A new survey released today by ThirdAge, a popular online destination for baby boomers and mid-lifers, revealed the increasing market potential the travel industry has for creating opportunities to build targeted programs and marketing campaigns that appeal to the over 40 market.

"Many baby boomers and midlifers not only have the time, money and a passion for travel, they want to fulfill life-long dreams, create lasting memories and explore the world," said ThirdAge CEO Sharon Whiteley. "The majority of ThirdAgers responded that they were 'definitely interested' in seeing places they hadn't visited before. This is a time in life when many ask themselves, if not now, when? And -- they go for it."

With 65 percent of respondents seeking a combination of different settings while traveling, this signals expansive opportunities for tour operators, tourism boards and the cruise industry to attract boomers and the over 40 crowd with specialized offerings.

They're on the Move

• Sixty-three percent of those surveyed responded that they traveled for recreational purposes for more than four days at a time -- at least twice a year -- over the past two years. Thirty-eight percent of this group traveled four to five times a year.
• When asked whether they had a preferred venue for their travels, 65 percent of respondents answered that they preferred a combination of different settings, 51 percent also indicated that they liked being by the ocean and 40 percent said the "experience mattered" more than the location. Only 10 percent of respondents indicated that they would enjoy the "wilderness or roughing-it."
• The biggest factors in impacting a respondent's decision to travel were money (39%), followed by work (32%).

Opportunities Abound for Travel Marketers

ThirdAgers also have a growing desire to learn, volunteer and reconnect. "Experiential travel is synonymous with this audience and tour providers and hoteliers are rapidly packaging these experiences into their offerings," said Kathy Dragon, ThirdAge Travel Expert. "This consumer group is consistently choosing to invest in experiences. Look closely at the daily itineraries and you'll find everything from tango classes to tree planting. Increasingly popular are cooking courses, hands-on grape harvesting, wine-tastings, visits to local farmers markets and artisan workshops."

• When asked if they would use a travel planner, tour operator and/or travel company when planning a future trip, 74.5 percent of respondents said they would "likely" use one. The top attributes of those surveyed that would influence their decision to go on a trip with a specific tour operator were: the company's safety, reputation and reliability (86.7%), affordability (84%), confidence that the tour guide is knowledgeable about the destination (80.1%) and the destinations they travel to are places that they are interested in (76.1%).
• When queried as to "once they had decided to embark on a trip offered through a travel planner, tour operator or travel company," whether they would be interested in meeting other travelers in person beforehand, 64 percent indicated they would "definitely," "very much" or "somewhat" be interested; 35 percent were "very little" or "not at all" interested in such a meeting.
• The top three parts of the world that those surveyed said that they would most like to see on their next trip were: Western Europe (43%), Caribbean (31%) and North America (28%).
• When asked which type of trips with "action" or "adventure" themes interested them most, 41 percent of respondents ranked safaris and 40 percent ranked rainforest expeditions as their first choices respectively, indicating that they were "very much" to "definitely interested." Only 10 percent of respondents were interested in trip themes that were focused on extreme sports, such as hang gliding, skydiving and mountain climbing.

Online Interests:

Three key areas in which respondents were quizzed about online usage were research, booking and photo sharing.

• While 86 percent of respondents said that they were "certain" or "very likely" to do online research while planning a trip, 71 percent said that they go online/use online travel sites to actually book their trips.
• Sixty-one percent of those surveyed indicated that they would be "very much" to "definitely" interested in reading reviews/ratings of trips taken by other ThirdAgers; another 31 percent had "some" interest.
• Forty-five percent of respondents indicated that they would be "definitely" or "very likely" to reach out to others online if they were able to identify people who have visited a place that they were planning a trip to.
• Forty-two percent of respondents indicated that they would be "definitely" to "very much" interested in sharing their trip photos and experiences online with fellow travelers in their group after their return; another 39 percent were "somewhat" interested.

Age Matters

• Of those surveyed, 84 percent indicated that they were "definitely," "very much" or "somewhat" interested in traveling with a group of ThirdAgers -- people in their general age bracket.
• Sixty-six percent indicated that they were "definitely" or "very much" interested in planning a trip with friends, 54 percent with their sons and daughters and 33 percent with grandchildren, however 36.5 percent of total respondents answered this was "not applicable" to them.

About the survey

A total of 1,605 survey participants completed the survey in June 2008. Thirty-one percent of respondents were male and 69 percent were female, with 90 percent of respondents 45 years and older.

Of these survey respondents:

• Fifty percent had a Bachelor's degree or higher; of those 22 percent held professional or graduate degrees
• Thirty-eight percent had an annual income of $75,000 or greater, with 20 percent over $100K
• Fifty-one percent of respondents were married

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Top Line Findings

A total of 1605 survey participants completed the survey. Thirty-one percent of respondents were male and 68% were female; and ninety percent of survey participants were 45 years old or above.

• Close to 50% of respondents had a Bachelor's degree or higher.

• 38% percent of survey respondents had an annual income of $75,000 or greater.

• 51% percent of respondents were married.

• 64% percent of those surveyed responded that they travelled for recreational purposes for more than four days at a time at least two times a year. 13.2% responded that they did not travel for recreational purposes at all in the last two years.

• Money was ranked as the biggest factor in inhibiting a respondent's ability to travel (39% of respondents indicated that it was "definitely" to "very much" a factor), followed by work (32%); the ability to find travel packages that appeal to varied interests of traveling companions as well as finding a compatible travel companion were also notable inhibitors.

• A full 75% of respondents were "definitely" to "very much" interested in a "learning journey" -- trips that are primarily educational or experienced based --that involved domestic landmarks such as the Grand Canyon or Gettysburg, while 61% were interested in the history of foreign landmarks (i.e. Great Wall of China, Pantheon) and 58% in foreign cultures.

• When asked which type of a trip with interactive "Action" or "Adventure" themes interested them most respondents ranked safari and rainforest as their first choice with 38% indicating that they were "very much" to "definitely" interested in this type of journey. Only 10% of respondents were interested in trip themes that were focused on extreme sports such as hang gliding and skydiving.

• When asked what ideas excited them most about traveling, respondents rated "seeing a place or places that I haven't seen before" number one with 60% of respondents indicating that they were "definitely" interested in this aspect. Approximately 50% were "definitely" most excited by the prospect of "relaxing and unwinding" or "creating lasting memories."

• When asked whether they had a preferred venue for their travels 65% of respondents indicated that they preferred a combination of different settings and 51% indicated that they preferred to be by the ocean. Only 10% of respondents indicated that they would enjoy the "wilderness or 'roughing-it'."

• 86% percent of respondents said that they were "certain" or "very likely" to do online research while planning a trip; and 71% percent said that they use online travel sites to book their trips.

• 64% of respondents indicated that before they left on a trip that they had planned, that they would be interested in taking a local class to learn the relevant history, culture and languages associated with their destination.

• The top three attributes of a travel planner, tour operator and/or travel company that those surveyed indicated would most influence their decision to go on a trip with them were: the company's safety and reliability (61% indicated that this was "definitely" important to them), affordability (56%) and confidence that the tour guide is knowledgeable about the destination (46%).

• When queried as to once they had decided to embark on a trip offered through a travel planner, tour operator or travel company, whether they would be interested in meeting other travelers in person beforehand 30% indicated they would "definitely" or "very much" interested; and 35% were "very little" or "not at all" interested in such a meeting.

• Those surveyed indicated that they were "definitely" or "very much" interested in planning a trip with friends (66%) or children respectively (54%); travelling with parents was of least interest (15%) (48% indicated that traveling with parent(s) was "not applicable."

• Forty-five percent of respondents indicated that they would be "definitely" or "very likely" to reach out to others online if they were able to identify that they visited a place that they were planning a trip to.

• Forty-five percent of those surveyed indicated that they were "definitely" or "very much" interested in traveling with a group of ThirdAger's/people in their general age bracket.

• Fifty-four percent of the respondents indicated that they would be "definitely" to "very much" interested in hearing from people who have made a similar trip to the one that were planning.

• The top three parts of the world that those surveyed said that they would most like to see on their next trip were: Western Europe (43%), Caribbean (31%), and North America (28%).

• Forty-two percent of respondents indicated that they would be "definitely" to "very much" in sharing their trip photos and experiences online with fellow travelers after their return.

• Seventy-two percent of respondents said that they would be "somewhat" to "very much" interested in sharing their trip photos and experiences with their own network of friends or family members after they return.

• Sixty-one percent of those surveyed indicated that they would be "very much" to "definitely" interested in reading reviews/ratings of trips taken by other ThirdAgers; of this group 61% were either "definitely" or "very much" interested in this.

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ThirdAge Inc. is a leading online, media, marketing and consumer insight destination exclusively focused on serving the Baby Boomer and aging midlife audiences, and premiere marketers who want to build a trusted relationship with them. Pioneers in the arena, ThirdAge currently attracts more than 1.1 million unique visitors a month with a core focus around community-based content in health and wellness, relationships and passions, growth and enrichment, and life stage transitions. Please visit www.thirdage.com for more information.