Saratoga Business Journal
By Christine Graf
Americans are traveling in record numbers, with the United States aviation industry reporting that 2023 was its busiest year ever. Local travel advisors expect 2024 to be another banner year for travel, particularly among the age 50-plus demographic.
“The baby boomer demographic is traveling a lot—people in their 60s and 70s who are worried they might not be able to travel once they are in their 80s,” said Ed Plog, president of Playbill Travel in Saratoga Springs.
Plog, a travel advisor with five decades of experience, said business is booming at his agency.
“Last year was one of the best years ever because there was a lot of pent up demand. That demand has spilled over into 2024, and 2025 bookings look good,” he noted.
According to Plog, the majority of his clients opt for customized itineraries, with Europe being the most popular destination.
“The type of travel for my business has definitely changed in that it’s more involved, more customized, and more upscale than it was in the past,” he said.” We put these trips together piece by piece to fit with a person’s budget. And because we belong to a consortia, we have contacts all over the world. I have someone locally on the ground who can help me put a trip together.”
Many of Plog’s age 50-plus clients are opting for 10-,15-, or 19-day cruises to destinations in Europe, South America, and other corners of the world. The agency’s Broadway-themed cruises are also extremely popular, typically selling out.
“We charter luxury ships—usually three or four a year—and we bring on Tony-winning Broadway stars, and they perform on board the ship. Each night, one star will do a showcase performance and then they are on board the ship and mingle with the guests and go on the tours with us,” said Plog. “We get people in their 30s and 40s, but the majority are 50-plus. The oldest you would see is early to mid-80s, but the majority are in their 60s and early 70s. These folks are diehard theater fans from all over the world.”
At Heber Travel Services in Queensbury, sales manager Stacie Baxter said many of her clients in the 50-plus demographic are venturing to far-off destinations including Singapore, Hong Kong, Vietnam, Africa, and Australia.
“People are traveling more, and they are taking month-long vacations instead of one-week vacations. A lot of older people are traveling, and my oldest this year is 95, and he’s going to Europe,” she said.
Many of Baxter’s clients are opting for ocean or river cruises or a combination of land and sea vacations. Others are choosing to travel to countries from which their ancestors emigrated, their interest often fueled by genealogy research.
“I see a lot of older people wanting to go back to their roots,” she said. “They may go and spend a month there.”
Regardless of the destination, when working with agents at Heber Travel, clients receive personalized attention.
“We are a full-service travel agent,” said Baxter, a 40-year veteran of the travel industry. “We’re very hands on, doing things like helping clients get their visas. I had clients in Asia, and they said when they got on their cruise, there were over 100 people left standing at the pier because they didn’t have the right visas.”
Last summer, Baxter was one of 300 travel agents chosen to visit Australia as a guest of the Australian Tourism Board. During her two-week stay, she visited many landmarks and attractions, becoming well-versed on Australian tourism in the process.
At Premier Plus Travel & Tours in Queensbury, owner Dawn Biddiscombe is also seeing a surge of interest in European vacations and cruises.
“Prices have increased since COVID, but there is still a high volume for Europe and Caribbean cruises,” she said. “That’s not slowing down. Everybody is looking to do a lot of unique tours, and right now, Italy and Ireland are very big.”
According to Biddiscombe, clients in the 50-plus demographic often book trips for their family members instead of buying gifts for them.
“They want memories. People in that age group are booking with no hesitation. So many of my clients are booking travel for family reunions, Christmas gifts, and graduation gifts. People are traveling more with their families and friends. I have a lot more people booking in groups,” she said.
For example, Biddiscombe recently booked an Alaska vacation for a group of 19, all of them in their 50s and 60s. The two-week itinerary includes one week on land and one week at sea.
She said longer vacations are becoming much more common, especially for those traveling to Europe.
“People want that experience, and they want to see the world,” she said.