When it comes to generational travel trends, it feels like GenX has been shunted into a corner as the focus usually centres on Baby Boomers, Millennials, and even GenZ.
This, as a member of GenX myself, is something I find deplorable: my generation is now at an age and a stage of life wherein we have disposable income to fund our journeys, time enough to actually travel outside of business and family trips, and are confronting significant changes that are driving us to step back from our lives and go on trips to search for greater meaning in our existence.
Again, this begs a major question: does GenX still matter to the global travel industry and, if so, what are they doing to ensure that we get the most out of our travels?
Kantar research shows that GenX takes fewer trips than any other generation
Looking at the current scene
In doing this piece, I came across a few lines that travelling writer Matt Long posted on the site Landlopers nearly a decade ago: “Every article I read about luxury travel seems to all make the same point: that the new luxury is a mix of active exploration with comfortable digs and accouterments. Who do you think led this revolution? It wasn’t the Boomers, who are happiest in a group or in an RV; and it certainly wasn’t the Millennials who, although they’re aging, still think a luxury hostel is the height of decadence. We Gen-Xers are the ones who reshaped the meaning of luxury travel, as we decided to see the world on our terms and not be pigeonholed into one particular style.”
At our age, and that’s a range that runs between 45 and 60, we are looking into the finer things in life: we’ve gotten the promotions that have finally placed us in senior management or executive positions so we have the finances for travelling; many of us who have families are beginning to see their homes as empty nests, and even those with younger children take advantage of the time to bond with their kids and showing them what the world has to offer.
However, a sense of responsibility drilled into us in our youth, whether at home or at work, has done its part to result in just 20 percent of GenX travelling overseas in the past year per a study conducted by market research platform Kantar.
In most cases, especially in Asia, GenXers prefer family trips, whether with their children or members of the extended family.
Travelling with family also means that GenXers are more likely to consider AirBnB bookings rather than hotel rooms; in which case, they opt for rental homes or apartments, especially when travelling for five days or longer.
These are also a more practical option for those travelling in multi-generational groups involving two or more families.
For GenX, it isn’t just about our own comfort; we also need to see that everyone’s needs are looked after on and off the road.
Interestingly, though around 67 percent of GenXers contemplating a looming empty nest scenario find themselves in a position to travel more, and they do.
PAYMNTS' report shows that the amount a GenXer spends out of pocket for a trip isn't that far removed from that of the older generation's
How much does GenX spend per trip?
In one of our recent reports, we pointed out that the over-60 travel market is currently worth US$1.7 trillion.
Given that GenX is the least travelled generation at the moment, one would think that the worth of the market would be significantly lower than all the others, but that’s a seriously wrong assumption.
If we take into consideration the findings of Claight Corporation’s Expert Market Research report Leisure Travel Market Size, Share, & Growth, the GenX travel market is worth US$1.32 trillion as of end-2024.
According to a 2023 report by PAYMNTS, the amount each GenX traveller budgets or spends on a trip is just a few dollars less than that of a Boomer: US$2,333 vs US$2,387.
In which case, perhaps travel companies need to seriously rethink their marketing strategies to target a market with significant spending power that is also quite savvy when it comes to shopping for deals either through traditional agencies or through online travel platforms.
Points to consider
For travel agencies, OTAs, airlines, and hospitality providers to capitalise on GenX as a key market, they need to think about the following:
- GenX values quality over quantity It isn’t so much as how long they’re going to be on the road or even how many countries they’re visiting in a single trip. What matters to GenX is how good the trip is going to get, and that entails taking an experiential approach to travel, the type of luxury that makes spending both time and money on a trip worth it, and making memories to last a lifetime;
- GenX takes culture seriously As stated above, our generation is into getting the most out of an experience, and that shouldn’t be surprising, seeing how we grew up being ferried to museums for field trips, encouraged to study different languages, and did more reading which essentially broadened out horizons without needing to fly or drive out. GeX appreciates art tours, vineyard excursions that feature tastings, hands-on workshops that enable us to truly immerse ourselves into the nuances of a location’s culture and traditions;
- GenX is on the lookout for value for their money We may earn good incomes now, but we still want to stick to our budget: not quite penny-pinching, but not necessarily in a position to play big spender. Small wonder then that more than 90 percent of travellers between the ages of 45 and 60 look for the best deals and actually look forward to promotions offered by OTAs, hotels, and airlines. Remember: this generation is still working, so a trip had better be worth our hard-earned money;
- GenX doesn't like complicated procedures Whether it’s booking through a traditional agency or online, GenX prefers a smooth, streamlined, and stress-free process. Like I said, we’re still working people and we don’t want to waste our time on overly complicated booking methods or even those for boarding and checking-in;
- GenX needs a break Oh, and another thing: since we’re working or going through a serious life change like coming home to an empty nest, a mid-life crisis, or even perimenopause, GenX appreciates getaways that enable us to relax and have a good time. In which case, spa retreats, wellness packages at hotels, and even cruises appeal greatly to our generation.
