But what's the one number that really gets people's attention, 50 and over, for travelers, where they're spending their money? What's the thing that shocked people the most?

I think there's two numbers, one really large one and one slightly less than that.

But the one number that should shock you all is that in our study, $1.4 trillion of that $12.5 trillion is spent on travel, leisure, and related products.

That's up 20% from the last time we looked at this review in 2018, and that even after accounting for inflation.

So think about it, $1.4 trillion is not a rounding error.

That is a structural market signal.

The second number, which is a subset of that, is you look at just travel alone.

What's the blind spot there? What do you think is missing as as hospitality companies designed these incredible travel experiences for people?