Boomers Connected to Potential Boom in STR Rentals

While many may feel the beginning of Fall means the end of travel season, there are actually some prime STR target demographics that prefer traveling during the “off” months. One of the largest segments of off-season travelers is the senior traveler. Retired and with more free time, the Baby Boomer generation (60+) travels more often, spends more time at their destination, and is willing to spend more money to get away from it all. Hosts might experience an uptick in their Airbnb bookings from guests after school comes into session and the summer holiday months draw to a close. As with all subgroups, this demographic has its own set of benefits and considerations that should be taken into account when engaging in generation-specific marketing. 

As of right now, the Boomer generation is a demographic that has the biggest potential for growth in the STR market. Jetstream.com reports that 99% of people in this age group plan on taking at least one trip this year. In addition, it is expected that this group alone accounts for a projected 17% increase in STR rentals in 2024. Platforms like AIRBNB have started to take notice and have recently invested in marketing specifically to this age group in countries like New Zealand and Australia by partnering with senior-centric companies. What makes the 60+ crowd a perfect target market? According to AARP, the Boomer generation is less likely to travel alone and more likely to travel with spouses or multi- generational families. This, paired with the fact that many Boomer travelers are seeking adventure in order to complete their bucket lists, translates to fewer hotel stays and more STR site searches. Most senior travelers are searching for short-term rentals that offer ample space and can accommodate their extended families. In addition, the variety of styles, locations and types of rentals available result in more seniors opting in for STR properties over the traditional hotel stay. 

Hosting the senior crowd can offer positive dividends for short-term rental owners. First of all, Boomers are among the most loyal demographic. Senior guests who are pleased with a property have a tendency to rebook. In addition, retired travelers are more likely to book longer stays. According to travel giant Expedia, Boomers typically stay in their travel destination for more than 5 days. For hosts this doesn’t just mean more profit potential, but also less property turnover.

While the benefits of hosting the aging traveler are evident, it is important to know that attracting and keeping the senior guest requires some super-host savvy.

Communication is a Must 

One element to keep in mind with senior guests is the expectation of communication. Over all other generations, these guests tend to value personalized human connections. According to a recent survey conducted by Hilton , this group is more at ease while traveling when they feel strong human connections with their hosts. While many STR hosts cannot be there to personally welcome every guest, there are ways to address this need with small changes.

• Ditch the “form” or blanket emails for more personalized versions. Communication, addressing guests by name and carrying a friendly tone, will highlight the advantages of dealing with a small personal business versus the hotel industry. Personalized communication can also offer your aging clients a sense of trust and security.

• Send a mid-stay check-in. While pre- and post-stay communications are the industry standard, adding this additional communication can not only show your guests they are valued but also lend itself to the opportunity for your guests to address any needs or ask questions. This practice can have a positive impact on your reviews and your guests’ overall satisfaction with their stay.

• Assess the “About the Host” section of your listing. Adding some personalized details and a friendly greeting is another way to remind prospective guests that they are dealing with a caring small business owner. A picture of yourself is also important. While you may think your dog is cuter than you, offering a “face” to go with the name and property can make the difference between scrolling and staying. 

Many guests in this subset are looking for accessible accommodations. In fact, AARP reports 78% of senior travelers are in need of mobility accommodations. As a host, it is important to not let this expectation deter you. While Airbnb does offer accessibility search options, there are many hoops hosts must jump through when it comes to getting approval of these features . While this process may be cumbersome, going through these steps can pay off in the long run. If your property can be found through these filtered searches, there is no doubt this will lead to increased bookings. If this task seems daunting, hosts can also attract senior guests by simply highlighting photographs of accessible features within their properties.These could include:

• Single story homes 
• Accessible walk in showers and bathroom handrails 
• Non-slip flooring free from transitions 
• Handicap or closely positioned parking 
•  Stair-less entries
• Zero entry pools or spas
• Railings for outdoor or indoor steps

Whatever accessibility options you have available, be prepared to field questions from potential guests about these features. Knowing key information about your property, such as the width and height of doorways and stair count, is important to have on hand and will assist you in answering questions quickly and effectively.

When readying your property for guests in this subgroup, consider including these customized suggestions in your welcome pack;

• Contact info for local services that provide scooters or wheelchairs 
• Parks or attractions that offer accessible properties
• Easy to follow and visual instructions to help navigate amenities such as televisions, surround sound, or other wireless systems 
• Pamphlets about guided tours 
• Contact info for local fitness centers that participate in the “ Silver Sneakers ” program. This is a federally funded program that offers free access to workout facilities to seniors 65 and up. Featuring these venues in your info pack will save your guests the hassle of finding these on their own.  

 Considerations: 
Welcoming the Senior Tr

While the 60+ crowd is not a demographic that has been the focus of STR marketing in the past, recent growth in this group and their willingness to book outside their hotel comfort zone should not be overlooked. More and more seniors are not just booking AIRBNB and VRBO properties, but they are also becoming hosts themselves. In fact, the start-up site Freebird Club caters to seniors by connecting empty nester STR guests and hosts. In addition, some retired boomers are making short-term rental stays a lifestyle. The Senior Nomads, for example, sold their family homes and now use AIRBNB properties exclusively to travel the world. With these new travel trends within an ever-growing demographic, hosts who have the tools to cater to this subgroup can definitely reap the benefits.