“There’s a lot of pent-up desire among seniors, and a sense of life running out,” said Jeff Galak, a professor at Carnegie Mellon University’s Tepper School of Business. “There’s a theory called mortality salience: When your own mortality is brought to mind, behaviors change. We’re going to see upgrades to better cabins on cruise ships, and booking of better hotels.”
For travelers in their 60s, 70s and 80s, said Conor Goodwin, corporate marketing manager of Charlestowne Hotels, the ticking of the clock is another strong motivation to book as soon as an inoculation makes it safe.
“The 65-plus demographic is losing out on their golden years and they’re understandably eager to get back out there,” he said.