More sophisticated buyers will seek and recognize quality above all else. Romance travel will shoot to the top of their prioities. They travel more frequently than their juniors, and their stays tend to be longer. Two-thirds prefer booking their own travel arrangements, rather than going for a package tour. Change in focus in spending power from young to middle-aged and mature markets.
Seniors love bargains and try to travel in the shoulder and off-season.
The growth of Elderhostels points to the importance of education in this group. Future subsets of travel interests have evolved. Some of the most important for the 90's are nature or eco travel, heritage travel, and the outdoor enthusiasts. Ecotourism focuses on learning, experimental activities and efforts that support conservation. The increase in the number of travelers who are interested in more nature-oriented, educational and active vacations is a more recent travel trend.