Using consumer behavior research to understand the baby boomer tourist is focuses on consumer behavior research to better understand Australian baby boomer tourists and lifestyle research both secondary and primary data, was the principal behavioral research approach en- hanced with survey findings on the psychological motivation for vacation travel among baby boomers, as well as their vacation risk perceptions and travel patterns.Moreover, Distinct intergroup differences were found, which indicate a need to tailor the development and promotion of new tourism and hospitality products to each seg- ment of boomers. The findings have relevance for marketing to North American baby boomers as well.