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January 2008 |
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Government orders research New wave of travellers set to replace grey nomads MOVE aside you grey nomads ... there's a new breed of traveller on the way! According to the Queensland Government, they're the 'Happy' and 'Liberated' boomers. In fact, the government is so serious that its Tourism Queensland arm has commissioned special research on the new wave of tourists and their travel preferences so it can keep abreast of market trends. Tourism Minister Desley Boyle commented: "One of the problems is that middle-aged and older travellers have tended to be all lumped in together under that one label - grey nomads. But we are realising they can’t all be pigeon-holed together." She said that according to marketing company Senioragency Australia, interest in new holiday destinations peaked between the ages of 55 and 65. Over 55s alone controlled 39 percent of Australia's wealth. There were more than six million Australians aged 50-plus and they bought 80 percent of all top of the range cars and 35 percent of total travel.
The Minister explained that the company had divided the age categories
thus: Liberated Boomers are mostly retired and their 'new life' is just starting. They are wise and have plenty of time. Freedom is important … free from their job and stress. They have experienced loss of either a partner or a friend and so have a ‘now or never’ attitude. The Peacefuls are similar to the Liberated but 10 years older. The Elderlies are less well known. However, they are fitter and more active than ever before and this is the first time in history so many people are reaching this age. Ms Boyle said: "It's important we now do some research. We need to understand our magnificent baby boomers and what they're looking for in a holiday experience so we can meet their expectations and continue to build tourism in Queensland." BACK TO CARAVANNING NEWS MAIN PAGE
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publication may be reproduced or transmitted without Copyright 2005
Dennis Amor |
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