USTOA: Average Tour Passenger is Baby Boomer

A recent informal survey of USTOA members revealed that the average age of a tour passenger is 53. In fact, over the past 10 years, average tour passenger age has trended slightly downward, according to 52 percent of respondents. However, when asked about the past five years, 47 percent said that age had decreased, while an equal number saw the age demographic remaining the same.

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

Students and families: While 53 is the average age for tour passengers, the survey also found that 16 is the average passenger age for student tours. More than 80 percent of USTOA respondents also 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. For more information on USTOA and for a list of its member companies visit:, or

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