A new survey conducted by AARP found that the Baby Boomer traveler segment is once again on the rise this year, with consumers aged 50+ planning to take more trips and spend more money in 2015. The study highlighted several interesting points that travel and destination marketers should keep in mind in order to reach this market.

Multigenerational Trips: Boomers are often bringing along their kids, and their grandkids, so offering activities for all ages is important.
Luxury Travel: According to Dave Austin, VP of marketing at AARP, Boomers are responsible for “70% of the disposable income spent on luxury travel overall.”
Will Not Be Deterred: For the most part, volatile political climate and global health issues will not keep this group from traveling. In fact, 17% of those surveyed said “Nothing can stop me from traveling.”
Bucket List: One of the biggest motivators for those 50+, especially travelers planning international vacations, is crossing a destination off the bucket list.

Securing a spot for your destination in Baby Boomers’ Must-See lists can be difficult. They consume massive amounts of measured media but also spend time online. Here are a few things you need to know about their media consumption and travel planning habits:

Television: Adults 50-64 spend nearly 40 hours a week watching live TV (not time-shifted). Most popular programming is local news.

Radio: Boomers also spend about 15-16 hours a week listening to the radio, including 6 hours spent listing to public radio.
Print: Newspaper is still a viable option for reaching this group, especially the older Baby Boomers. According to Scarborough, newspaper reaches 72.6% of adults 55+ each  week.
Online: Yes, Baby Boomers use the internet. They use smartphones and social networks. They also stream video and do planning and research online. Don’t forget this in your media mix

Finally, remember that a Baby Boomer is anyone born between 1946 and 1964, and there is a big difference in the motivations and behaviors of a 69 year old and a 51 year old. Do not assume that every Baby Boomer traveler is the same, and be sure to consider their media consumption habits when you’re identifying your target and establishing your marketing strategy.