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Benchmark 2008: Examining Travel Behavior By Generation

North American Consumer Technographics

July 23, 2008

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  • By Henry H. Harteveldt
  • with Carrie Johnson,
  • Elizabeth Stark,
  • Kate van Geldern

Why Read This Report

US travelers are not a single block of people. Examining travelers' behavior by generation identifies important differences. Boomers and Gen X have the largest proportion of travelers — 72% and 71%, respectively. Some 121.8 million US leisure travelers are online, with Boomers making up 48.3 million of them. Among US business travelers, 45 million are online, 40% of whom are Bookers. Air travel retains its lead as the top travel product booked online, with nearly one in four Seniors buying an airline ticket online in the past three months.

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Table of Contents

  • Boomers Dominate Us Travel; Gen X Is The Next Most Important Group
  • Boomers Book Online
  • Supplemental Material