Boomers will respond to pragmatic marketing messages, not overly optimistic ones. They are looking for products and services that can help them deal with life's current issues, which include stresses over money, care-giving responsibilities, kids, and careers.
Marketing communications intended for Boomers should generally reflect a conditional tone, allowing each reader/viewer to interpret the message based upon their needs and desires. Less is more in these markets.
It's not entirely surprising that Facebook is their social network of choice since Boomers view social networks as a way to stay in touch with family and friends. This may also explain why Boomer-specific social networks never took off: Boomers need a multi-generational network and thus far only Facebook fits the bill.
No traveling demographic will grow faster over the next 10 years than women aged 50-75. And none spends more.