Seniors Travel Online to Book Trips - eMarketer

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Seniors Travel Online to Book Trips

Over eight in 10 consumers ages 50 and older use websites to plan and book leisure trips

March 26, 2014

eMarketer expects 58.7 million US consumers ages 55 and older to use the internet this year, representing 69.0% of that age demographic and 23.3% of internet users. As internet usage becomes more common among seniors, they’re heading to the digital world to perform many tasks, including those related to travel.

An October 2013 study by AARP found that 83% and 84% of consumers ages 50 and older used websites to book and plan leisure travel, respectively. Those ages 60 to 69 were the most likely to use websites to plan and book nonbusiness trips, while the 50-to-59 age group was the least likely to use sites for organizing and booking travel.

Demographic Profile of US Leisure Travelers Ages 50+ Who Use Websites to Plan or Book Travel, Oct 2013 (% of internet users in each group)

Hotel and airline websites were the most popular sites used to plan or book trips. Around two-thirds of respondents cited such sites as planning resources, and about three in five said they used them for booking.

Types of Websites Used to Plan Travel According to US Online Leisure Travel Researchers Ages 50+, by Age, Oct 2013 (% of respondents in each group)

Q1 2013 polling by Hudson Crossing found that consumers ages 49 and older made up the largest share of US hotel guests who booked online, with 34% of the total. Generation Y (24- to 36-year-olds) ranked second, with 33%. The youngest age group (18- to 23-year-olds)—often considered the most tech savvy—claimed just 10% of the total.


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