Abstract
Recently, the consumer behavior of the senior market has become an increasingly important area of interest to various public policy makers and travel marketers. This article focuses on understanding the consumer behavior of seniors and nonseniors in the U.S. pleasure travel marketplace. Specifically, the study determines the types of pleasure trips taken and the differences that exist between the groups in the use of package trips, travel agents, and other travel-related characteristics. Demographic profiles of senior and nonsenior pleasure travelers are also delineated. The study findings are used as the bases for suggesting a number of implications for travel marketers.
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