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Baby boomers can’t see past Europe

Europe remains the destination of choice for baby boomer travellers, if recently released research by Emirates is anything to go by.


According to EK booking data, the top ten destinations for mobile baby boomers – a still-growing market – are all in Europe, with London, Rome and Paris leading the way.



Baby boomer travel spans 20 days on average, the airline found, and occurs twice a year.


“It’s no surprise that baby boomer travellers are continuing to pursue new travel experiences, no matter what age. Europe is a natural fit for this, offering travellers the opportunity to explore some of the world’s most iconic landmarks, immerse themselves in different cultures or go on a new adventure,” said Tim Shepherd, National Accounts Manager, Australia.


“This is why we’ve expanded our European network to destinations such as Zagreb and improved services to hot spots including Madrid.”


But not only is this market travelling more, they’re travelling in more style, with over half (55%) of baby boomer members of Emirates’ Skywards loyalty program redeeming points for upgrades.


“While the destination is key, the journey itself can be equally important for many of our customers who opt for the additional comfort and luxury of our premium classes.”


The top 10 Emirates destinations for baby boomers are London, Rome, Paris, Dublin, Athens, Barcelona, Manchester, Amsterdam, Milan and Frankfurt.


Written by: Mark Harada
Published: 20 December 2017

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