Demographic Characteristics

Education, Income and Age

Costa Rica�s best prospects tend to be extremely well educated. More than 7 in 10 (72.8%) are college graduates, compared with 60.5% of other outbound travelers and 25.2% of the U.S. adult population. More than 4 in 10 best prospects (42.0%) have attended or completed graduate school; 26.3% hold a master�s degree and 7.3% a doctorate.

Costa Rica�s best prospects tend to be relatively affluent: 46.8% have annual household incomes of $100,000 or more, compared with 37.1% of other outbound pleasure travelers and 19.2% of U.S. adults. In 2003, 36.6% of best prospects cited this income level. They also have a higher net worth6 than other outbound travelers. For instance, 17.7% of best prospects have a net worth in excess of $1 million. In comparison, only 12.4% of other travelers have a net worth of this magnitude.

We believe that it is important to highlight that Costa Rica is appealing to a more upscale traveler than previously. Costa Rica�s current best prospects are better-educated than previous ones; 67.0% of best prospects were college graduates in our 2003 survey and 67.8% were in 2001. They are also wealthier than in past surveys; 36.6% had incomes over $100,000 in 2003, and 36.4% did so in 2001.

Baby boomers�people born from 1946 to 1964�are an important market segment for Costa Rica because of their sheer numbers and high propensity for travel. More than 4 in 10 (41.5%) of Costa Rica�s best prospects are boomers; older boomers (ages 50-59) make up 23.3% of best prospects, while younger boomers (ages 41-49) comprise 18.2%.

Nearly 4 in 10 (39.4%) of Costa Rica�s best prospects are age 55 or older, and 14.9% are 65 or older. In keeping with their age, many best prospects (22.7%) are retired.

Americans are very young in spirit and often feel (and act) younger than they actually are. Marketing communications are more likely to resonate with them if they speak to the age they �feel� rather than their chronological age. For instance, those 55 to 64 years of age tend to feel 47 years old, and those 75 or older tend to feel 64, on average.

Household Composition

Three-quarters of Costa Rica�s best prospects (74.3%) are part of a couple, either in marriage (63.3%) or living with a partner (11.0%). Couples are very likely to travel together; a spouse or partner accompanied 90.0% of all attached best prospects who traveled to Latin America on their most recent international trip.

The majority (72.9%) of best prospects live in adult-only households�that is, they are empty nesters (34.1%) or they have no children (38.8%). The balance (27.1%) have dependent children; 20.2% have children under 18, and 9.6% have children 18 or older living at home. One in seven best prospects (14.2%) have grandchildren under 18.

The good news for Costa Rica is that many of its best prospects say they would be likely to bring their young children or grandchildren along on an international vacation. Indeed, 65.7% of best prospects with children or grandchildren under 18 would take them along on an international vacation. The international family travel market in the United States is showing many signs of strength, and Costa Rica, with its focus on nature and outdoor activities, is poised to benefit from it.