How Baby Boomers Are Reinventing Retirement Through Travel

Born betwixt 1946 and 1964, Baby Boomers are now aged betwixt 60 and 79 years old. They’re wealthier, healthier, and much adventurous than immoderate procreation of retirees earlier them.

According to nan CBI’s caller tourism report, they’re rewriting nan rulebook for what later life looks like.

Who are Baby Boomers?

Boomers grew up successful a post-war world of difficult work, location ownership and holidays saved up for. They worth family, quality, and a bully woody – but they’re surely not awkward astir spending connected comfortableness aliases experiences that matter.

Across Europe, complete 21 per cent of nan organization is now 65 aliases older, according to Trading Economics. That’s astir 150 cardinal people, and nan number’s still rising. According to NielsenIQ’s 2024 Europe map, nan Greek region of Evrytania has Europe’s highest stock of Boomers pinch much than half its organization being complete 60 years of age.

With ageing populations, it’s nary wonderment airlines, circuit operators, and moreover countries are redesigning their offers astir elder travellers.

For example, nan Spanish Institute for Seniors (Imserso) successful Spain has begun accepting reservations for its 2025–2026 tourism programme, offering much than 879,000 spaces to elder adults astir nan country.

How able are Baby Boomers, really?

In short: still nan richest procreation successful Europe.

Boomers ain much homes, person much savings, and transportation little indebtedness than younger groups. But nan young’uns shouldn’t expect a immense inheritance. A Fortune study (2025) recovered that only astir 20 per cent of Boomers scheme to time off money behind. Many for illustration to walk it now connected travel, wellness, and treating family while they tin bask it.

As 1 interviewee told Fortune, “If you person money now, do bully now – don’t hold until you’re dead.”

“It’s specified a shame to spot group dying pinch truthful overmuch money successful a occupation they’ve worked successful that they don’t enjoy, aliases pinch group they don’t like,” individual finance coach James Beckett said.

That “live it now” cognition explains why Baby Boomers are keeping premium tourism afloat, moreover successful times of inflation.

Travel trends: what Baby Boomers emotion (and avoid)

The 2024 CBI study paints a vivid image of what makes Boomers tick:

• Culture & history: 64 per cent capable their holidays pinch museums and practice sites.
• Relaxation & nature: Beaches, spas, gardens and wellness retreats are continuing favourites.
• Local nutrient & wine: The eating acquisition matters almost arsenic overmuch arsenic nan destination.
• Value for money: 79 per cent opportunity deals and typical offers matter – moreover nan able ones.
• Sustainability: Many will salary much for eco-friendly, responsible operators.

They’re besides cautious planners. Over half usage online recreation agencies, and astir 20 per cent sojourn charismatic destination websites. Only 3 per cent usage societal media to scheme trips. Gone are nan days of bully aged Teletext holidays.

Their mean vacation lasts 10.5 days, which is nan longest of immoderate generation. Boomers often recreation off-peak, making them a stabilising unit for Europe’s year-round tourism economy.

Baby Boomer discounts and perks you should cognize about

Boomers whitethorn person disposable income, but they still emotion a bargain.

• Spain’s Gold Renfe card: A must-have for over-60s. Costs conscionable six euros and gives 25–40 per cent disconnected train fares nationwide.
• Eurail Senior Pass: Travellers aged 60+ tin prevention 10 per cent connected multi-country train travel.
• EU recreation perks: From precocious 2026, nan caller ETIAS recreation authorisation will waive fees for travellers aged 70+.
• There are often Baby Boomer aliases pensioner discounts connected services specified arsenic hairdressing, beauty, and retail. Always cheque earlier paying afloat value – if you don’t inquire you don’t get.

The wellness and “slow travel” boom

After years of hustle, Boomers are now travelling slower and smarter. The pandemic accelerated liking successful wellness travel, now worthy $651 cardinal globally, according to nan Global Wellness Institute. From yoga breaks to eco-lodges, galore Boomers want holidays that rejuvenate their assemblage and soul.

They’re besides driving nan emergence of slow travel: staying longer and choosing meaningful section experiences complete whirlwind sightseeing.

Cities are changing for older travellers

As Tomorrow.City reports, cities from Madrid to Vienna are adding shaded benches, step-free trams and amended crossings for ageing populations. These aren’t conscionable “nice to haves”: they make holidays safer and much enjoyable for everyone.

Accessible tourism, wherever accommodation activity for each ages and abilities, is now a awesome maturation area. Tour companies offering clear information, handrails, aliases elemental things for illustration stepping poles for ray treks are winning loyalty (and repetition bookings).

The Boomer balancing act

Not each Boomer is flush pinch cash. Research from Germany shows recreation strength drops sharply aft 75, and lower-income retirees recreation acold little than their wealthier peers. But nan large image remains: nan 60–74 property bracket is still 1 of Europe’s astir mobile and free-spending recreation segments.

That has ambiance implications, too. Cruise ships and long-haul flights (Boomer favourites) transportation higher c footprints, meaning tourism providers and policymakers request to make sustainability portion of nan package.

If you’re an expat successful Spain aliases elsewhere successful Europe, Boomers’ habits straight impact you. Their appetite for recreation keeps routes unfastened year-round, supports section hotels and restaurants, and sustains a vibrant tourism system that benefits residents, too.

And if you’re complete 60 yourself? There’s ne'er been a amended clip to research Europe.

Travelling arsenic a Boomer successful Europe isn’t astir winding down; it’s astir yet having nan clip (and hopefully nan money) to bask it all.

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