AARP Travel Research: Travel Bucket Lists...do, 83% claim to have travel-related items on their list, resulting in a net of 38% of Baby Boomers who have a Travel Related Bucket List

AARP RESEARCH | AARP.ORG/RESEARCH | © 2017 AARP. ALL RIGHTS RESERVEDAARP RESEARCH | AARP.ORG/RESEARCH | © 2017 AARP. ALL RIGHTS RESERVED

AARP Travel Research:2017 Travel Bucket Lists

Vicki GelfeldResearch AdvisorFebruary 2017

https://doi.org/10.26419/res.00151.001

AARP RESEARCH | AARP.ORG/RESEARCH | © 2017 AARP. ALL RIGHTS RESERVED

Table of Contents

2

2017 Travel Bucket Lists

Executive Summary 3Detailed Findings 6Sizing Up The Audience 6

The Bucket List Breakdown 9

The Next Bucket List Trip 16

The Emotional Impact of Travel Bucket Lists 25

Appendix 31AARP Research Team 33


Executive Summary



Executive Summary• Approximately half of all Baby Boomers have a Bucket List (46%). Among those who

do, 83% claim to have travel-related items on their list, resulting in a net of 38% ofBaby Boomers who have a Travel Related Bucket List.

– Millennials and GenXers are more likely to have a Travel Bucket List (51% and 44%,respectively).

– Roughly seven-in-ten African Americans, Acculturated Hispanics, and Acculturated Asianshave travel-related items on their bucket list.

• The creation of a Travel Bucket List is typically triggered when one hits a certain age,with occasional revisions happening over time. The majority (69%) keep a mental list.

• On average, Boomers have 8 different destinations on their list; half are internationaldestinations, half are domestic. More than half (52%) identify a specific city or townthey would like to visit, as opposed to a different type of location (beach, mountain,park, lake).

‒ Millennials and GenXers have more destinations on their list than Boomers; 15 and 12,respectively.

4


Executive Summary• Traveling to experience the destination in general is motivation for half of these trips,

while a specific attraction or activity is the motivation for the other half.

• Although not much planning has actually taken place for the next trip on their list, manyanticipate taking the trip in the next 2-5 years, most likely with just a significant other.

• Boomers most often report that their list gives them something to look forward to(37%) and gives them hope and motivation.

– Millennials are more likely to say that their list pushes them to experience new things (24%).

• And while there is great joy in the planning and thinking about such trips, the reasonfor the list is to actually take the trip with most (69%) being fairly optimistic it willactually happen. In fact, just a mere 3% admit the list is just for fun, with no realintention of taking the trips.

– GenXers and Millennials are slightly more optimistic about the potential for their next BucketList trip to actually come to fruition than are Boomers (77% each).

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Detailed Findings:Sizing Up The Audience


AARP RESEARCH | AARP.ORG/RESEARCH | © 2017 AARP. ALL RIGHTS RESERVED 7

Bucket List AudienceApproximately half of all Baby Boomers have a Bucket List (46%). Among those whodo, Travel-related items are by far the most frequently mentioned of all categories(38% of Baby Boomers have a Travel Related Bucket List).

Base: 52-70 Leisure Travelers, Screener Completes

52-70 Travelers(n=11,559)

Yes,Has Bucket List

46%

No,Does Not

54%

5%

16%

24%

25%

28%

30%

32%

35%

46%

46%

83%

Other

Career

Relationship-centric

Health & Wellness

Family-related

Volunteer-related

Spiritual development

Personal development

Financial goals

Hobby-related

Travel-related

Items On Bucket ListBase: Boomers With Bucket List (n=5,283)

QS11. Which of the following categories are represented in the list of things you would like to do in your lifetime?


Bucket List Variances

26%42%

54%

74%58%

46%

Millennials(n=2,160)

GenX (n=2,461) Boomers(n=11,559)

By Generation 18+ By Ethnicity

Has List

Travel-Related

Millennials 69%

GenX 76%

Boomers 83%

42% 36% 28%41%

48% 64% 72%59%

White(n=12,878)

Black(n=1,673)

AcculturatedHispanic

(n=1,340)

AcculturatedAsian

(n=403)

Has List

Travel-Related

White 82%Black 71%Acculturated Hispanic 70%Acculturated Asian 71%

Base: Total Leisure Travelers, Screener Completes


Detailed Findings:The Bucket List Breakdown



15

12

8

Base: Total Respondents with Travel Bucket Lists (n=1,630)

Q2: How many items do you currently have on your Travel Bucket List?

10

How Many Are On The ListApproximately 60% of the items on a Baby Boomer’s Bucket List are travel-related, withan average of 8 destinations reported. The younger the traveler, the more destinationson the list.

Base: Total Baby Boomers with Travel Bucket Lists (n=889)

Q2b: What percent of your list is travel related?

Average Number of Travel Itemson Bucket List

60%Travel-Related

60%Travel-Related

Boomers

GenX

Millennials


Base: Baby Boomers with list written down/other physical form (n=241)

Q5: Where exactly do you keep your bucket list?

11

How The List Is KeptAlthough the majority rely on a mental list to keep up with their Travel Bucket List, amongthe Boomers who do write it down, most turn to old fashioned pen and paper.• Millennials and GenXers are more likely to utilize their smartphones to maintain their lists than are

Boomers (36% and 22%, respectively).


QS9b: And how do you keep your list?

10%

2%

12%

40%

59%

0% 20% 40% 60%

Other

On social media

On smartphone

On computer

On a piece of paper

Where Documented

31%Have It

Written Down


50%

26%21% 19% 17%

14%11% 10% 8%

4%8%

1%

When I gotto certain age

Trip I took Nothing Media (books,movies, etc.)

Illness/death infamily

Change inpersonal

health

Recom -mendation

Incomechange

Change inrelationship

status

Job change Other Don'tremember

Q4: What triggered you to start a Travel Bucket List?

12

How The List Got StartedHitting a certain age triggers the creation of a Bucket List more than other possiblemotivators. But that ‘certain age’ may be different for everyone, as indicated by the variancein the age of their list.• Millennials are more likely to indicate it was triggered by something in the media (33%) or a change in

jobs (9%) or relationships (14%).


Q3: How long have you had your Travel Bucket List?

Age of List

List Motivation

6% 31% 26% 14% 23%

1 yr. or less 2-5 yrs 6-10 yrs 11-20 yrs More than 20 yrs


How The List Is MaintainedThe majority of Boomers revise their list occasionally.• Millennials and GenXers are less likely to say their list is static (5% and 6%, respectively).


Q6: Which of the following best describes how often you update, or anticipate updating, your Travel Bucket List?

Maintenance Frequency

15%

49%

17%

4%

14%

1%0%

20%

40%

60%

Constantly changing Revise occasionally Won't update untilstart checking things

off

Add new item eachtime one is checked off

List is static Other


Checking Things Off The ListOn average, 25% of the Travel Bucket List has been accomplished. Boomers hope toget to more than 80% of their list in their lifetime, but would settle for 65% of it to bedone to believe it was a worthwhile exercise.

Base: Total Baby Boomers with Travel Bucket Lists(n=889)

Q7a: Since you first started your Travel Bucket List,what percent of the list have you checked off?

Done

25%

Desired To Be Done

82%

Q7b: What percent of your Travel Bucket List doyou hope to check off before all is said anddone?

Deemed SuccessfulIf Done

65%

Q7c: What percent of your list do you need tocheck off for you to view your TravelBucket List as a successful and worthwhileexercise?

Percent of List ……


47%53%

International

Domestic 52%

48%Destination

Activity/ Attraction

15

Bucket List Destinations & Reason for Trip

Approximately half of all Bucket ListTrips are for an internationaldestination.


Q11: Of the __ trips on your Travel Bucket List, how many will you take toan international and domestic destination?

Destination Trip Motivation

Q12: Still thinking about the ___ items on your Travel Bucket List, please indicatehow many are motivated by the following.

Average # TripsInternational: 3.7

Domestic: 4.3

Average # TripsDestination: 4.1Attraction: 2.6

Activity: 1.3

Almost half of all Bucket List Trips arefocused on the destination, overall,versus a specific activity or attraction atthe destination.


Detailed Findings:The Next Bucket List Trip



16%

5%

8%

9%

11%

51%

55%

56%

79%

0% 20% 40% 60% 80%

None

Food/ Entertain./ Tours

Transportation

Accommodations

Booked (NET)

Accommodations

Things to do

Transportation

Investigated (NET)

Q19b: What are you doing on a personal level to plan for this trip?

17

Degree of PlanningBoomers are slow to get started on planning their next Bucket List Trip, but have done some‘investigating.’ Many (53%) are working to improve their physicality in preparation for the trip.

How Much Is Planned

Base: Baby Boomers started planning process (n=405)

Q19: Which of the following have you done regarding the planning ofyour Travel Bucket List trip?

Planning Steps Taken

34%

10%

3%

7%

19%

22%

5%

31%

42%

53%

0% 20% 40% 60% 80%

Nothing

Other

Taking lessons (i.e. scuba)

Equipment

Clothing/ other items

Made purchases (NET)

Training

General physical fitness

Taking better care of myself

Improving physicality (NET)

Personal Prep

Base: Total Baby Boomers (n=889) Q16b: How far along are you in the planning of this Travel Bucket List trip?

54% 29% 10% 7%

Have not started Just getting started About halfway Almost/Completed (T2B)


Top International Destinations

Base: Baby Boomers with International Destinations for Top Trip (n=659)

Q13b: Please indicate up to 3 places in the world where you are most looking forward to enjoying these activities or attractions on your Travel Bucket List.

Q13a: Please use the spaces below to share with us up to 3 places on your Travel Bucket List that you are looking forward to the most.

Note: Data represents trip looking forward to the most [Trip 1]; 1%+ reported

“I have always wantedto visit Italy. There is somuch history, greatfood and wine, andimpressive scenery.”

“Studied French sincethe 3rd grade andwould love to see Parisand visit the museums.”

“I've alwayswanted to seethe wildlife inAustralia andthe naturalbeauty of thearea.”

“I've read a lot aboutChina and have alwayswanted to walk on theGreat Wall.”

“I want to go seewhere Jesus walkedand where he actuallyhad his experiencesthroughout his life.That would beamazing.”

“The music, movies,culture, atmosphere,and the food is whatinspired me to Tokyo,Japan.”

13%12%

11%10%

7%

5%4%

3% 3% 3% 3% 3% 3%2%

1% 1%

Australia Italy UK/Ireland

France Carib. Africa Canada SouthAmerica

Germany Spain China Israel CentralAmerica

Japan NewZealand

Greece

“I just would love to seeNiagara Falls in person.”

Among Boomers who are most looking forward to checking anInternational destination off their Travel Bucket List, Australia, Italy,the UK, and France are mentioned most.


Top Domestic Destinations

Base: Baby Boomers with Domestic Destinations for Top Trip (n=230)

Q13b: Please indicate up to 3 places in the world where you are most looking forward to enjoying these activities or attractions on your Travel Bucket List.

Q13a: Please use the spaces below to share with us up to 3 places on your Travel Bucket List that you are looking forward to the most.

Note: Data represents trip looking forward to the most [Trip 1]; 2%+ reported

“I want to seethe bears atBrooks Falls.”Alaska

“I want to see theRedwoods.” CA

“I want to gothere and learnto surf.” Hawaii

18%

12%

8% 8%7% 7%

5%4%

3% 3% 3%2% 2%

Hawaii Alaska California Arizona Nevada New York Florida Penn. Wash. Colorado D.C. Texas Utah

“I want toexperiencethe casinosand nightlife.”Las Vegas

“I want wouldlove to see WaltDisney worldand more.” FL

“There are severalthings on my bucketlist for NYC. Theseinclude ice skating atRockefeller Center inmy own ice skatesand visiting the 9/11memorial.” NYC

“See theGrandCanyon.”AZ

“Visit the Smithsonian, Seemonuments and the VietnamMemorial Wall. Side trip toArlington National Cemetery.”Wash. D.C.

“To experienceheavy snow andmountains.” CO

Among Boomers who are most looking forward to checking aDomestic destination off their Travel Bucket List, Hawaii andAlaska are mentioned the most.


Who Traveling WithBucket List trips are most often planned with just one other person and most likely theirsignificant other.

Total Travelers Who Is On Trip

Average = 2Average = 2

6%

1%

4%

4%

9%

16%

18%

65%

0% 20% 40% 60% 80%

Other

Parents/ Grandparents

Sibling(s)

Grandchildren

Friends

Children

Solo trip

Spouse/sig. other


Q18: Including yourself, how many people will go on your trip to ___? Q18b: Who specifically will accompany you on your trip to ___?


Trip DetailsFor most, the next trip is expected to take place in the next 2-5 years, with Spring andSummer months being most popular. The average trip will be 10 days long for which mostwill try to save up for it beforehand, if they haven’t already started to do so.

When Going Time of Year

13%

1%

10%

58%

18%

Someday

11-20 yrs. fromnow

6-10 yrs. fromnow

2-5 yrs. from now

Within next year

13%

9%

3%

8%

19%

24%

24%

Haven't thoughtthat far

Anytime

Holiday

Winter

Fall

Spring

Summer

Duration

Average = 10 DaysAverage = 10 Days

Saving for Trip

28% 36% 36%

No Not yet, but will Yes

Q20: Approximately how long will your Travel Bucket Listtrip to ___ be?

Q21: Have you begun to save any money for your TravelBucket List trip to ___?

Q17: What time of year would you like to goto ___?

Q16: How long from now do you anticipatetaking this trip to ___?



Destination DetailsSeeing a new city or town best describes the type of destination most will seek out on aBucket List trip.

Q15: Which of the following best describes this destination?


City/Town = 52%City/Town = 52%

On Water = 11%On Water = 11% Beach = 10%Beach = 10%

Mountains = 10%Mountains = 10% Park/Camp. = 4%Park/Camp. = 4%

Other = 13%


Where Inspiration Came FromBoomers appear to draw inspiration from multiple sources – both online and off, but donot leverage travel agents.• Millennials and GenXers are heavier users of online resources than are Boomers, 67% and 64%,

respectively.


Q19c: Where have you drawn the most inspiration for this trip?

Sources of Inspiration52%

37%

15%11%

7% 6% 5%

40%

32%

4%

22%

0%

20%

40%

60%

Online(NET)

Travel InfoSites

ReviewWebsites

TravelBooking

Sites

Hotel,Airline, CarRental Sites

Social MediaSites

Blogs Word ofMouth

TraditionalMedia(NET)

Travel Agent Other

- Magazines /Books

- TV / Movies

- Been there before- Have family there- Ancestry- Always wanted to

go


8% 3% 4%

23%20% 19%

69%77% 77%

Likely (T2B)

Neutral

Not likely (B2B)

24

True IntentThe majority believe their next Bucket List trip will actually happen, very few are simplyusing the Bucket List to dream.• GenXers and Millennials are slightly more optimistic about the potential for their next Bucket List trip

to actually come to fruition than are Boomers.

Likelihood Of Trip Happening

Q22: What is the likelihood your Travel Bucket List trip to ___ will actually happen?

Boomers(n=889)

GenXers(n=339)

Millennials(n=402)


Detailed Findings:The Emotional Impact of Travel Bucket Lists



Reasons for a Travel Bucket ListTravel Bucket Lists appear to be very inspiring, giving folks something to look forward to, togive them hope and motivation.• Millennials are more likely to say their list pushes them to experience new things (24%) and less

likely to say that it gives them something to look forward to (20%).

Q8b: Which of the following best describes your reason for having a Travel Bucket List?Q8a: In as few words as possible, even in one word if you can, what does having a Travel Bucket List do for you?


2%

3%

10%

10%

11%

12%

15%

37%

Other

Escape

Reach goals

See the world

Dream

Experience new things

Make the most of my life

Look forward to something

Why Have a List What List ProvidesIn Their Own Words


The Joy of a Travel Bucket ListBoomers enjoy dreaming about the upcoming trips almost as much as they enjoyexperiencing the trip. And clearly, such trips are great distractors from the day-to-day asmany claim thinking about them frequently.• Millennials and GenXers report thinking about them even more frequently than Boomers (77% and

70% at least once a month, respectively).


Q10: What percentage of the joy of a Travel Bucket List is in the followingstages of the process?

Joy in Each Stage How Often Think About Trip

Q9: How often do you think about your Travel Bucket List?

29%

16%

16%

29%

10%

Dreaming

Planning

Anticipating

Experiencingtrip

Sharingafterward

12% 32% 56%

A Couple of Times a Year or Less (B2B)Every few monthsAt Least Once a Month (T2B)


Benefits of a Bucket List

5%

5%

6%

7%

7%

10%

11%

11%

12%

13%

0% 10% 20%

To travel

Experience new cultures/ people/ learn newthings

Reason to live/ purpose

Look forward to something

Just do it

Sense of accomplishment

Dream

Experience new places/ see new things

Set a goal

Plan ahead

“My dreams can really happen.”

“It is very useful to prioritizethe places you hope to visit

so you can establish realisticgoals.”

“You get a sense of accomplishment and contentment when you finallyget to experience something you have wanted to do for a long time.”

“What is life but to live it?”“Because you should always have

something to look forward to.”

“It's nice to make plansbecause this is exciting

and gives me somethingto look forward to. Itgives me a chance toexperience different

things and makememories.”

“You gain insights into the complexities of humanity and get to experienceother cultures and see things that are different.”

Base: Baby Boomers with 5%+ of Travel Bucket List completed (n=698)

Q25: Earlier you indicated that you have checked off some items on your Travel Bucket List in the past. In your opinion, what are some of the key benefits ofhaving and executing against a Travel Bucket List?

Note: Only 5%+ reported

Why Bucket List is Worthwhile


The Goal of The Bucket ListTravel Bucket List trips are real and about the experience. The goal is to actually makethe time and effort to take them.


Q23: Thinking about your entire Travel Bucket List one last time, to whatdegree is the list about dreaming about the trip as opposed toexperiencing the trip?

TODREAM

TOEXPERIENCE

28%28% 69%69%

*100-point scaleDream = 0-49Neutral = 50Experience = 51-100

63

MeanScore*

Dreaming vs. Experiencing How Bucket List is Viewed

3%

48%

49%Goal is tocheck all off

Hope to checkoff some

Just for fun

Q24: Which of the following best describes how you look atyour Travel Bucket List?


45%

33%

28%25%

13% 12% 11%7% 7% 6%

3% 2%

9%

0%

10%

20%

30%

40%

50%

Lack ofmoney

Worldevents/security

Healthissues

Not fitenough

No one togo with

Mobilityissues

Lack of time Notransport.

Noaccommod.

Not enoughvacation

Too over-whelming

to plan

Too timeconsuming

to plan

Other

30

The BarriersMoney is the biggest barrier to Bucket List travel, followed by potential world events orpersonal health issues. Very few indicate it is too difficult to plan.• Millennials are far more money sensitive (70%) and far less concerned about world affairs (17%) or

personal health issues (9%) than are Boomers.


Q26: What are the biggest barriers that may hinder your ability to take the trips on your Travel Bucket List?

What Will Hinder Travel


Appendix



Methodology

32

• A 15-minute online survey was conductedamong males and females, 18+, who havetraveled for a leisure trip in the past 2 years.

• The survey was in field December 1-14,2016.

• A total of n=1,630 surveys were completed;final counts are detailed in the table to theright.

• Final data has been weighted to U.S.Census, by generation, for analysis.

• The analysis focuses on the Travel BucketLists of Baby Boomers (n=889)

Members Non-Members

Base 547 1083

Gender

Male 297 535

Female 250 548

Age

18-34 32 342

35-49 37 293

50-59 113 197

60-69 182 143

70+ 183 108

Ethnicity

Caucasian/Other 379 599

African American 80 214

Hispanic 65 190

Asian 23 80

Region

Northeast 102 191

Midwest 115 235

South 213 406

West 117 251


Research Team

33

This research was designed and executed by 50+ Research:

In partnership with:

AARP Research, 50+ Research

Vicki Gelfeld, Research Advisor [email protected]

Patty David, Sr Research Advisor/Team Lead [email protected]

Documents

AARP Travel Research: Travel Bucket Lists...do, 83% claim to have travel-related items on their list, resulting in a net of 38% of Baby Boomers who have a Travel Related Bucket List