Senior Millionaires and their Travel Behaviours: the Case of Turkey Cagri Bulut 1,2 & Murat Nazli 2 Received: 25 March 2020 /Accepted: 13 August 2020/ # Springer Nature B.V. 2020 Abstract This study is one of the preliminary studies in the literature, which explores and analyzes the travel behaviour of an under-researched segment, the millionaire senior tourists who are 70 years old and above living on the west coast of Turkey. The sample consists of 22 respondents and we reached them via snowball sampling technique. Grounding the research on the socioemotional selectivity theory, we attempt to explain the senior tourists’ objectives and motivations for travel and their consumption behav- iour within the tourism industry. Findings reveal several preferences of senior tourists while traveling to a specific destination. They travel more frequently than before, still have the desire to explore new destinations as long as they are healthy, and love to socialize with people. They look for unique services during their travel experience. The study enlightens the field of senior tourism from a millionaires’ perspective for the researchers, practitioners, and marketers in the tourism and hospitality industry. Keywords Ageing population . Senior tourism . Seniors . Millionaire Introduction The “socioemotional selectivity” theory (SST) states that perception of time affects purposes and motivations and perceived limitations on time lead to motivational changes that direct attention to emotionally meaningful objectives (Carstensen et al. 2003) such as being selective in choosing partners (Fung et al. 2001), in our case, the choice of accompaniment during the travel. Knowing that time is ticking, not just the calendar time, but a lifetime is a main human attribute (Carstensen et al. 1999). Journal of Population Ageing https://doi.org/10.1007/s12062-020-09297-0 * Cagri Bulut nazli.murat@gmail.com 1 Department of Business, Yasar University, Izmir, Turkey 2 Graduate School of Social Sciences, Yasar University, Universite Caddesi No. 35-37, 35100 Izmir, Bornova, Turkey