Editor's note: This post is an excerpt from our Travel Trends Report 2018, written by Sara Burkhard. You can access the report now.
Along with Generation Z, Generation X (those born between 1965-1980) is currently sharing the spot for the third-largest generation.
Notoriously overlooked, Gen Xers remain a demographic that has stayed out of the spotlight a fair amount. This could mean trouble for tour and activity providers who are looking to increase their revenue, as Gen Xers tend to have the most buying power and financial freedom of any generation right now.
According to Millward Brown in their survey of China, Germany and the US, 68% of Gen Xers are the chief shopper when it comes to big purchases such as travel and activities.
83% are working full-time or part time and currently spend the most money on travel compared to their younger or older counterparts. On average, they will spend $627 during each day of travel.
61% of American Gen Xers have children at home, meaning that family life is very much a priority.16 The timing of their travel plans typically lines up with the school year. To this bunch, vacations and multigenerational travel are still very important.
Most Gen Xers are looking for:
● The ability to relax and unwind.
● Family or group-focused options.
● The option to work while on vacation.
● Uncomplicated travel. Xers are less likely to look for help from a travel agent, but far more likely to look for a nicer hotel, amenities, and plan their trips further ahead.
Why it's important
Millennials are predicted to have the most buying power within the next five years, but Generation X is still the reigning big spender when it comes to travel. This could be due to more family-focused travel or relaxation trips that come with a few more amenities. Regardless of the reason, it’s important to remember that with so much focus on Millennials right now, you may be missing out on some of your best customers.
Operators who want to attract Gen Xers should
Make sure your offers are presented clearly and can be easily purchased.
Ensure that you can accommodate all travelers that a Gen Xer might be traveling with.
Be online. Make no mistake, Generation X can be credited for many of the advancements in technology and communications we enjoy today. Wikipedia, Google and Amazon are just some of the generation’s impressive contributions to society so it’s an understatement to say they’ll be looking online and making informed decisions about which activity is right for them.
Further reading
● Profile of Generation X travelers
● Catalyst Generations Demographic Trends
● How to sell to Generation X Travelers
Read more on travel trends of different generations in our annual Travel Trends Report 2018
