Australian Baby Boomers are travelling further, more often and with greater purpose than ever before — according to new findings from The Baby Boomer Traveller: 2026 Trend Report by Bunnik Tours.
The national survey of more than 1,000 Australians aged 60–80 reveals a generation that is leaning into retirement as a time for exploration, prioritising immersive, meaningful and bucket-list travel experiences across the globe.
With Baby Boomers now planning an average of 1.3 international trips per year — almost double the national average — the report highlights a powerful shift in how older Australians view travel: not as a luxury or indulgence, but as a core part of how they spend their time in retirement.
“This generation knows exactly what they want from travel,” said Dennis Bunnik, Joint-CEO of Bunnik Tours. “Retirement doesn’t mean slowing down. Baby Boomers are actively seeking cultural immersion, unforgettable destinations and stress-free travel experiences.”
From sightseeing to significance
The findings show Baby Boomers are moving away from surface-level sightseeing and trending experiences, instead gravitating toward culture, history and authenticity.
An overwhelming 93% are motivated by local culture, while 84% say they are willing to pay more for authentic, small group travel experiences, reinforcing a preference for depth over speed, and connection over convenience.
This shift is also influencing where they travel. While traditional favourites such as Japan, Italy and Spain remain popular, there is growing interest in off-the-beaten-track destinations, with more than 95% expressing interest in lesser-known regions including parts of Africa, South America and Central Asia.
“What this tells us is that Baby Boomers aren’t chasing trends — they’re chasing meaning,” added Bunnik. “For the travel industry, that means experiences need to be richer, more considered and genuinely transformative. The future of travel lies in storytelling, cultural immersion and trust.”
How Baby Boomers are reshaping travel in 2026
The report also highlights several behavioural shifts that are shaping the travel landscape:
- Women are leading travel decisions, with nearly 70% taking the lead role in booking, compared to just 30% of men.
- Bucket-list motivation is near-universal, with 96% saying once-in-a-lifetime destinations are their primary reason for travelling.
- Crowd-avoidance is key, with 6 in 10 preferring to travel outside peak seasons for comfort, safety and enjoyment.
- Human connection still matters, with nearly half preferring to book with a real person, and 74% trusting traditional travel agents over AI recommendations.
Despite concerns around safety, geopolitics and climate — cited by nearly 70% as potential roadblocks — Baby Boomers remain highly motivated to travel, particularly when trips are well-supported, carefully curated and stressfree.
What it means for travel moving forward
The findings point to a clear opportunity for tour operators and travel brands: Baby Boomers are an active and discerning market, seeking reassurance, expertise and meaningful experiences rather than fast-paced itineraries or social-media-driven travel trends.
As Australia’s largest generation by wealth enters the later stages of retirement, their influence on global travel — from destination choice to service expectations — is only set to grow.
Key findings from The Baby Boomer Traveller: 2026 Trend Report include:
- Baby Boomers plan 1.3 international trips per year, almost double the national average
- 96% travel primarily for bucket-list, once-in-a-lifetime experiences
- 95% are interested in off-the-beaten-track destinations
- 93% are motivated by local culture and immersion
- 84% are willing to pay more for authentic, small group travel
- 6 in 10 prefer travelling outside peak seasons
- Nearly 70% of bookings are led by women
- 74% trust traditional travel agents over AI
- 8 in 10 prefer Australian-owned travel companies
