This article explores the online purchasing behavior of elderly travelers within the context of senior tourism, a rapidly expanding market segment driven by the growing senior population and their increasing adoption of Information and Communication Technologies (ICTs). Employing qualitative interviews, the study uncovers key insights into the preferences, challenges, and experiences of elderly travelers when making travel-related purchases online. The findings reveal four major themes: the diversity of preferences among senior tourists, the challenges they face in navigating online platforms, the significance of personalized and caring services, and their concerns regarding online security. These insights underscore the importance of tailored marketing strategies, user-friendly website design, attentive customer service, and robust security measures to cater to the unique needs and preferences of senior travelers. Additionally, the study advocates for ageless marketing approaches that emphasize values and interests rather than age-based stereotypes to enhance the appeal of senior tourism offerings.