Print has long been regarded by the travel industry as fertile ground for reaching and influencing baby boomer travellers. Research carried out for Mumbrella by leading online retirement platform YourLifeChoices found three quarters of the more than 6,000 respondents – 70% of whom were aged between 50 and 70 – head online when they first begin planning a holiday. Just 9% visit their travel agent, 7% use guide books, and only 3.5% turn to newspapers as their first port of call. Furthermore, asked what most influences their travel decisions, less than 5% said travel editorial, behind advertising with 12% and online travel reviews on 27%. Almost 40% said personal word of mouth recommendation was the biggest influence. Get the full story at Mumbrella