as well as their vacation risk perceptions and travel patterns. Three primetarget baby boomer lifestyle segments were identified on the basis of their propensity for pleasure travel, and the three groups were profiled by their travel motivations, risk perceptions,and patterns. Distinct intergroup differences were found, which indicate a need to tailor the development and promotion of new tourism and hospitality products to each segment of boomers. The findings have relevance for marketing to North American baby boomers as well.