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USTOA members report average tour passenger is a boomer

WASHINGTON — A recent informal survey of members of the United States Tour Operators Association (USTOA) released in mid-February revealed that the average age of tour passengers has declined over the past decade, with the average passenger now in the middle of the baby boomer generation at 53.

The respondents said the decade-long decline has leveled off in the past five years, however. While 52 percent of respondents said average age has declined over the past 10 years, only 47 percent said that age had decreased in the past five years, with an equal number seeing the age demographic remaining the same during that time.

Among USTOA members with escorted tours, this segment accounts for an average 72 percent of their business.

The survey also found that the average passenger age for student tours is 16.

More than 80 percent of USTOA respondents said they offer family travel, with nearly 60 percent providing special family offerings or departures.

The survey was based on responses from a total of 66 USTOA member companies and brands.
USTOA members provide vacation arrangements for more than 11 million people yearly.