In the context of global travel and tourism, Gen X as a market often gets shunted into a corner as most travel trend demographics revolve around silver travellers (born 1946 to 1964) and the younger generations born between 1981 and 2000.
This is ridiculous as the World Economic Forum reported in September of last year that those born between 1965 and 1980 are responsible for US$15.2 trillion of the total global consumer spending.
Plus, if readers will recall the feature we did in August of last year regarding Gen X as a travel market, the generation's worth was noted to be US$1.32 trillion as of end of 2024, and average spending per traveller was at US$2,333 per trip..
To quote the report authored by World Data Lab chief executive Wolfgang Fengler and NielsenIQ chief communications officer Marta Cyhan Bowles:
“If Gen X were a country, it would be the world’s second-largest consumer market, spending twice as much as China’s consumers at present. Now in their peak spending and earning years, Gen Xers are well-educated global leaders at the height of their careers. They also sit at the centre of both their family and economic lives.”
However, given the latchkey, self-reliant, and reticent nature of Gen X, our needs tend to get ignored in favour of the more digitally vocal generations that came after us and, of course, the loud way old money talks.
Still, travel professionals shouldn’t turn their noses up on a generation with such extensive spending power…and there are numerous reasons why.
Generation X’s travel preferences in a nutshell
As a generation, Gen X was encouraged to explore the world at a very young age as we grew up in a time when both parents worked outside the home, television served as our babysitter, and developing self-reliance by the mid-teens was practically mandatory.
This resulted in people who essentially ushered in the age of experiential travel, the need to seek truly unique experience whilst one is far from home.
According to a study conducted in the European Union in 2023, 71 percent of Gen X travellers like to participate in off-the-beaten-path activities, while a similar percentage enjoys visiting museums and historic sites.
That said, this specific generational market offers travel and tourism firms a massive opportunity to develop and offer high-quality destinations offering authentic local experiences and immersive cultural attractions.
Another thing that professionals need to take into consideration is that Gen X is actually care-centric, but not necessarily self-care.
Now pushing into their retirement years, the concept of care among Gen X is primarily synonymous with caring for children who are now hitting adulthood and leaving the nest, if not caring for ageing parents who are now becoming infirm or require ample assistance due to their mental faculties flagging.
Thus, in the context of travel, a trip becomes an escape as well as an opportunity to address the matter of self-neglect through rejuvenative if not outright curative experiences.
Things to consider about Gen X as a travel market
This is a generation that invests in quality experiences
We are looking at a generation that loves to read, to take quiet walks or go for really wild extreme sports like skydiving and hang-gliding, and to delve deep into foreign cultures.
However, unlike younger travellers, they will not be content with simply attending dinky little roadside workshops or allow themselves to be shepherded through galleries like unruly schoolchildren.
On the contrary, Gen X travellers will do their research as to the best experiences money can buy from classes handled by experts in arts, crafts, and gastronomy, to in-depth tours that allow them to observe art or natural attractions at their own pace as a way of improving their understanding of a place and its culture
Their value-driven nature means they shop around extensively before deciding
Keeping the first in mind, it is natural that Gen X also takes a while longer than most generational groups to decide where and when to go on a trip.
As the first generation to use the internet for personal gratification and learning, they will jump from platform to platform as a way of shopping around for the best deals.
Also, unlike older and younger generations, they are not instantly swayed by the lure of social media influencers and are more dependent on more in-depth testimonials from friends or family who have been to the locations they’re planning to visit.
Experience matters to Gen X more than the flash and dash of social media reels ever will, and the first question they will ask when planning a trip is: Is it worth it?
They spend more than other generations for travel
This is actually situational rather than a personal decision.
Gen X tends to spend more because some still opt to travel with their families, hence the need for a more expansive outlay for food, accommodations, transportation, as well as fees for attractions.
Interestingly, Gen Xers travelling solo also spend more than the average solo traveller as they are keen on getting the most out of their trips right down to experiences and souvenirs, both of which need to be of impeccable quality.
What will influence Gen X travel throughout this year?
In a report published last 5th January, Rustic Pathways associate Henrike Nietzold pointed out five key trends to keep an eye on in the Gen X travel market this year.
These were specifically:
- A shift in family travel patterns With children growing up and parents growing older, Gen X travellers will be keen on multi-generational trips this year. As such, they will be booking accommodations that are more family-friendly, particularly short-term rentals that offer the comforts of home or hotels that can easily room larger family units whilst being in close proximity to public transportation, key attractions, as well as retail and dining establishments;
- Respite and wellness will be fuelling more trips for those seeking escape As Gen X advances into middle age and female members of the group are confronted by both perimenopause and menopause, self-care and wellness retreats away from the stresses of everyday living will be on top of their list. These will include short-term getaways to wellness centres or spas just outside their hometowns, spiritual pilgrimages to serve as a personal reset and digital detox, or even medical tourism packages to help them get their health back on an even keel;
- Deeper cultural experiences Again: no mad museum crushes here, but more meaningful and immersive experiences. Tied in with the previous item, wellness trips offering traditional healing modalities are a welcome option, as are opportunities to learn traditional arts and crafts first-hand from local experts. Trips may also mean volunteering for causes related to ecological conservation and the preservation of local traditions;
- A greater use of technology for planning and booking trips It is interesting to note that Gen X is coming to rely on the use of generative AI platforms to plan and book their trips faster than other generations. For the more tech-savvy members of the generation, using GenAI enables them to build truly personalised itineraries that cover all the bases they wish to hit on a trip and even get all the comforts they want without going over budget;
- Quality and value come to the fore As with everything in their lives, travel means ensuring that Gen X gets ample boom for their bucks in the way of meaningful experiences, the right touch of luxury, and a great deal of satisfaction knowing that they will come away from a journey brighter and better.
