Generational appetites

BABY Boomers have more time and money to travel than other demographic, albeit at an easier pace and with an eye on health and mobility issues, according to a new study conducted by the Innovation Team at Virtuoso.

The two-year study also showed that Boomers value travel agents more than any other age group, craving expert advice both during the booking process and while on an overseas adventure.

Small, private group tours are generally the preference, with a high value placed on spending quality time as a family, dubbed ‘spending the kids’ inheritance trips’ by the industry.

Meanwhile, Gen Xs (born between 1965 and 1980) tend to travel less than other generations due to hectic schedules, the study suggests, however when they do book a trip they value the opportunity to switch off and recharge, and lead the way when it comes to spending on trips.

Their children often inform travel decisions, including the destination and experiences, while Gen X also crave “smart luxury” and are willing to shell out a little more for quality.

When it comes to Millennials, the report concluded travel is a “crucial” part of their lifestyle, with trips having a strong emphasis on exploring cultures.

The younger generation also like to be inspired by social media, sustainability, culinary experiences, and holidays that ensure they “live in the now rather than saving for retirement like generations before them”.