Agents still king with seniors
Travel advisors are still very much in the hearts and minds of older travellers, with a recent study by Travelport suggesting that 72% of Australian baby boomers value the notion of seeking advice from agents before they head off on a holiday.
According to the Global Digital Traveller Research 2019 report, 52% of older Australians cited feeling “frustrated” when they were not able to speak with a person before taking a trip, while only 9% felt that a good digital experience was a priority when choosing an airline to fly with. While digital and social media research tools continue to have an increasing resonance with millennials, the data showed baby boomers were less inclined to prioritise channels like social media when they were planning their holiday.
When baby boomers do utilise social media to research travel plans, the report showed that Facebook was their preferred platform of choice.