Energetic Adults ( age 35-54 )
• Want to get away from the daily grind
• Cost conscious but will splurge when they feel it ’ s worth it — say , for authentic , local experiences
• Want the best deals
• Looking for destinations that let them explore the great outdoors and be active
• Prefer off-the-beaten-path locales
• Can ’ t take longer trips because of obligations , like kids and work
Active Seniors ( age 55 +)
• Age is just a number to these travelers ; ready to immerse themselves in unique cultures and explore the world
• Value a sense of accomplishment , like doing something they never thought they ’ d try
• Seek activities at a leisurely place that teaches them new skills and expands their knowledge
• Enjoy the finer things in life ( quality over utility ), well-balanced food options and connecting with people
• Love convenience : all-inclusive packages and hassle-free transportation
Families ( with 1 or more kids under 18 )
• Looking to reconnect
• Digitally connected , they ’ ll research deals and are influenced by others
• Need a safe environment for their kids
• Want wide choice of family staterooms and interconnecting accommodations
• Value variety : entertainment for everyone and meals to suit all palates included in fare
• Prefer transparent pricing so it ’ s easy for them to budget
Multi-Gen Families ( groups with 3 generations )
• Seek a vacation that makes everyone happy and lets them relax and reconnect
• Want to share experiences but also subdivide into smaller groups
• Love dining together during their trip
• More than 50 % of parents want to give their children a way to experience history and local culture
• Need a “ something for everyone ” type of destination because they ’ re traveling with 2-to-3-generation groups
• 77 % of these vacations center on a milestone event , like a birthday , anniversary or family reunion
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