Аннотация:In the global tourism, there is an obvious need to adjust supply to the changing demand, to find out the main requests and needs of consumers in the field, and to be ready to present travel products to new emerging audiences. Since one of the main trends in contemporary society is population aging, fast rising of senior tourism has become one of the recent trends in contemporary tourism markets strongly influenced by changes that take place in the contemporary global society. The purpose of the paper is to indicate specifics of consumer behavior in the consumption of senior tourism in Russia. The paper presents the results of the empirical study conducted in Moscow and Vladimir (Russia) in 2016. In order to meet the objective of the research, qualitative and quantitative techniques were combined. On the first stage, six focus groups were conducted in March 2016 in Moscow and Vladimir, to assess opinions of experts related to older people in Russia, as well as opinions of seniors themselves (Table 1). In April 2016, quantitative survey was conducted on the sample of 1898 respondents from Moscow and Vladimir region. The results provide understanding of the needs and preferences of Russian seniors in tourism services. The main conclusions are as follows. Firstly, there is relatively high demand for travel, both within Russia and abroad. Secondly, it is important to take into account that elderly population in Russia is not homogeneous; there are a number of customer segments with highly differentiated needs. The companies that are engaged in senior tourism services should pay more attention to different consumer preferences.