Generation X Travellers: Family-oriented, Affinity for Outdoor Activities
Gen X are family-oriented and more likely than other generations to use reviews and informative content from brands while researching and booking a trip. While less Gen X travelers say that budget is a primary factor than younger generations, they still prioritize deals and look for value.
How do you reach them? Feeling like they’re getting the most bang for their buck may be key to converting Gen X travelers, so marketers should consider highlighting value-driven messaging and informative reviews to influence this generation during the purchase journey.
Boomer Travellers: Review Readers, OTA Aficionados
While Boomers are more likely than other generations to know where they want to go and how they’re going to book when they decide to take a trip, they still seek help and inspiration during the planning and booking process.
How do you reach them? Given that fewer Boomers said budget was a primary factor when planning their last trip, marketers looking to inspire and engage Boomers should focus on informative content like reviews and local activities in advertising, with less emphasis on deals.
We will be releasing new findings on generational travel trends for other parts of the world over the coming months, so make sure you subscribe to our blog to get the latest.