Tips For Finding The Right Fit For Your Boomer Clients

By Lydia Gregory

With Boomers making up 28 percent of the population and responsible for over half of consumer spending, if you haven’t tapped that market yet, you might want to take a closer look. Recommend spoke with two veteran travel advisors who focus on this market. 

Luxury Redefined

“This segment of the market has the money and the time to travel, and travel well,” says Virtuoso advisor Bonnie Sherman of San Diego’s ProTravel International. “In the past 20 years or so luxury has been redefined. These travelers want things to go smoothly. Many have been to so many places already they’re looking for new, active and more in-depth experiences when they travel.” As far as budgets are concerned, Sherman says it’s more about the decision of whether something is “worth it” than anything else. “Value is the operative word; not setting a budget.”

Sherman’s Baby Boomer clients run the gamut on type of travel, from multi-gen to couples trips or solo travelers. “All of these, though, need to be well coordinated and no surprises. It may be as simple as a [group] tour or a complicated FIT. It’s all about the experience and often incorporates some aspect of charity even when they’re going to a resort like Beaches. [For example,] being asked if the grandkids can visit a school to donate some books to incorporate a sense of the place. Many trips incorporate some hiking and exploring the destination.” 

This segment, says Sherman, is made up of well-traveled individuals who expect their advisors to be a concierge, to plan the entire experience from guides to restaurants to spa reservations, and ensure they don’t miss any destination highlights.

“The most important tip is to listen to the client,” she adds. “That is, if you get to speak to them directly and not an assistant. See what they enjoy, incorporate those components. Are they foodies, do they like to be outdoors, into wines? Do they like boutique properties, or do they want to have it all in one location? Listen and ask questions to refine the finished product to best meet their needs.”

Cruise is King 

“Boomers in general have more time to travel, which means they have more time to focus on bucket list destinations,” says John Latimer, v.p. of Scottsdale, Arizona’s SkyMed Travel. When it comes to their budget, through, the range can be pretty wide. “Budgets are from next to nothing to anything goes,” Latimer explains. “One day I’m booking an inside cabin on a low-priced 4-day cruise from Galveston, and the next day a suite on a luxury cruise line from Venice on a 10-day cruise.”

According to Latimer, cruises are a favorite with his Boomer clients—especially river cruising in Europe. “There’s a lot to be said about enjoying a multi-destination trip where your luxury hotel suite travels with you and only have to unpack once,” says Latimer. “Not having to deal with suitcases and transfers allows my clients to save their time for what really matters—getting the most out of their vacation. Plus, they make new friends, dine on exquisite cuisine while sipping the delicious local wines and experience the best of local culture with top-notch shore excursions.” 

So what do Boomers expect from their travel advisors? “To steer them in the right direction, fulfill their dreams and needs, keep them informed and be their advocate,” states Latimer. “And you have to be able to offer more than just making the booking. Try to understand what their wishes are and make them come true. Give your clients helpful suggestions, such as how best to navigate a big city, great restaurants for foodies, how to stay safe and secure, and give them ideas they never thought of themselves.”