Getting Seniors on Buses

Baby Boomers and Future Seniors: How To Get Them On Motorcoaches?

This study, commissioned by the American Bus Association Foundation, explores the baby boomer generation as a market for group travel.  More


Baby boomers (born between 1946 and 1964) are a rapidly growing segment of the population. Group travel marketing strategies will have to adapt if they want to target seniors as well as passengers in their 50s and 60s.

The Study

The study commences with demographic data, then follows with an examination of stereotypes about the senior market. The study also explores baby boomers’ lifestyles and the concept of aging in the context of travel.

Key Findings

Baby boomers are a distinct market segment. Tourism providers and motorcoach operators will need to adjust their services if they want to attract seniors to group travel.