Post-Covid-19 Travel Intentions of Senior Millionaires

The preliminary study explores and analyzes the post-COVID-19 travel intentions and motivations of senior millionaires who are 55 years old and older and reside on the west coast of Turkey. This study revisits the study of Bulut and Nazli (2020), which focuses on senior millionaire tourism before the COVID-19 crisis. However, examining the intentions of the study’s target segment will put forward the changes in the post-COVID-19. The sample of the current study is 12 millionaires, and we reached them through a snowball sampling method, using the telephone interview during the pandemic. Grounding the study on the socioemotional selectivity theory, we intend to explain the senior millionaires’ aims and motivations for travel and their consumption behavior in the tourism sector. Findings reveal different perspectives of the seniors’ post-COVID-19 travel intentions. These millionaires’ sensitivity concerning health issues and the availability of health personnel at the accommodation are very high. They are willing to increase their activity level, morale, and motivation by traveling to international and domestic destinations. The study sheds light on the field of senior millionaire tourism for practitioners and marketers.