Our findings show that the Socially Aware segment of baby boomers repre
sents
the best potential market. These tourists are highly educated, financially
well-off, experiential travelers and are the most discovery oriented of the three
segments. Thus, tourism and hospitality products that offer new and different
experiences and emphasize learning and knowledge enrichment will be particu
larly
appealing to these baby boomers. At the same time, the Socially Aware tour
ist
will be discriminating, quite demanding, and very value-for-money conscious.
It is important to keep in mind their aversion to the risks of becoming ill while on
vacation and being put in danger or getting hurt. Tourism options that combine
discovery with adventure (travel to exotic foreign locations, white-water rafting,
hiking, bushwalking, nature-based trips) need to address these concerns if they
are to succeed with the Socially Aware consumer. Finally, the Socially Aware
segment of baby boomers is the most likely of the three to contain people who
do not mind traveling by themselves and meeting others during their touristic
experience