How Do The Totally different Generations Vacation?


Following the lifting of pandemic journey restrictions, the vacations and journey business skilled a major growth. In October 2022, Mintel’s client analysis discovered that UK shoppers’ intentions to journey overseas had virtually recovered to pre-pandemic ranges. A lot of this client demand for holidays was put right down to ‘revenge journey’, a cultural phenomenon by which shoppers have been making up for misplaced time as a result of pandemic by travelling and experiencing extra. Mintel’s market evaluation means that revenge journey might well be over, however the want for holidays has not abated. Though the specter of COVID-19 impacting journey has kind of subsided, there are nonetheless elements that have an effect on shoppers’ demand for journey and their approaches in the direction of reserving holidays. The rising price of residing and sustainability considerations have been having an influence in the marketplace for a number of years now.

The UK abroad journey market is a shining instance of how shoppers’ urge for food for holidays has returned with a bang post-pandemic.

Even earlier than the pandemic or rising sustainability considerations, there have at all times been generational variations in approaches to journey, affecting most facets of the vacation expertise, from reserving processes to most well-liked cost strategies. These variations have turn out to be extra pronounced just lately for quite a few causes; expertise has revolutionised the vacation business, notably the reserving and planning course of, and the continuing price of residing disaster has disproportionately impacted the youthful Gen Z and Millennials generations. On this article, Mintel seems to be on the journey developments common with every era, and what manufacturers can do to have interaction with the totally different client teams.

What are the totally different generations?

Mintel defines generations as:

Child Boomers Born 1946-1964, in 2024, Child Boomers are between the ages of 59 and 78.
Era X Born 1965-1979, in 2024, Gen Xers are between the ages of 44 and 59.
Millennials Born 1980-1996, in 2024, Millennials are between the ages of 27 and 44.
Era Z Born 1997-2010, in 2024, Gen Z are between the ages of 13 and 27.

Child Boomer Journey Traits

With regards to holidays, Child Boomers embrace the acquainted. That is mirrored in Mintel’s client analysis, which discovered that in 2024, virtually half of US child boomers plan to journey to a vacation spot they’d beforehand visited. This desire for the acquainted can also be mirrored in different facets of the journey business. Throughout generations, the vacation reserving course of is primarily finished on-line, nonetheless, Child Boomers are extra reluctant to make use of their smartphones to guide a vacation than youthful generations, with solely a marginal quantity of Child Boomers in Germany keen to take action. Furthermore, Child Boomers within the US will not be comfy with the involvement of AI of their journey planning and are more likely to be extra receptive to utilizing journey advisors or brokers. Companies can attraction to Child Boomers with the human contact, or take a leaf out of Vrbo’s guide, and actively reply to considerations about AI in promoting campaigns.

Regardless of a basic pattern in the direction of card funds when overseas, money stays a major a part of the journey expertise for Child Boomers. Within the UK, the era reveals a powerful desire for this, which is rooted of their earlier experiences and the consolation and familiarity that comes with utilizing money. For a lot of older shoppers, exchanging foreign money is a ordinary a part of their journey routine. 9 in ten UK travellers aged 65 and over used money overseas within the final 12 months. For journey cash suppliers, understanding the preferences of Child Boomers is essential. Suppliers ought to be certain that they’re providing providers that cater to the comfort and familiarity that Child Boomers search.

Gen X Journey Traits

Gen X is getting into a stage of life the place they’re more likely to have grown-up kids and a few Gen Xers are approaching retirement age. Consequently, the Gen X traveller is extra inclined in the direction of household journeys. Nonetheless, the place Child Boomers are keen on the acquainted, Gen X are focused on new experiences, even with the household in tow. Household journeys with older kids and a want to see new locations imply that entrepreneurs can goal them with extra adventurous actions and unfamiliar locales.
On the entire, Gen X are fairly price-sensitive when planning holidays. They worth high quality and sturdiness, indicating that they could be drawn to journey choices that promise long-lasting recollections or experiences which are perceived as high-quality. This gives a chance for the wellness journey sector. Gen X has proven almost as a lot curiosity in wellness holidays as Gen Z, however their engagement with some of these holidays is way decrease, with solely 1 / 4 having participated in wellness journey. There’s a vital alternative for journey manufacturers to have interaction Gen X by selling a broader picture of wellness holidays, specializing in actions equivalent to mindfulness workout routines that may have lasting results and supply worth on a deeper degree.

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Millennial Journey Traits

Millennial travellers are the primary era to be closely influenced by social media with regards to journey selections. Mintel’s market evaluation signifies that as a client group, Millennials are extremely receptive to social media relating to journey inspiration and planning. 4 in ten UK millennials who comply with or often view social media personalities view journey content material, suggesting that journey manufacturers ought to take into account partnering with journey influencers to succeed in this demographic.

Some Millennials are eager to hunt out luxurious after they journey, nonetheless many have grown extra budget-conscious within the ongoing price of residing disaster. Mintel’s market analysis discovered that UK Millennials are the most certainly era to set a spending funds for his or her subsequent vacation overseas and monitor alternate charges earlier than a vacation overseas. This highlights that Millennials’ strategy to vacation planning has been impacted, with many in search of methods to restrict prices, equivalent to reserving upfront, travelling outdoors the height season, and choosing lower-cost lodging.

Like Gen X, Millennials search distinctive experiences when travelling, and are embracing the idea of solo journey greater than every other era. In truth, virtually half of US solo travellers are Millennials, who’re primarily drawn to solo holidays by a way of freedom and a want for self-discovery. Nonetheless, not all Millennials are eager to journey alone. Naturally, Millennials with households are focused on multigenerational journey, very like their Gen X counterparts they worth shared experiences with household and spending high quality time collectively.

Gen Z Journey Traits

As digital natives, three-quarters of Gen Zs say social media influences their vacation concepts, however the affect of expertise and media doesn’t cease there. The recognition of TV reveals and movies obtainable on streaming platforms has led to a resurgence of ‘set-jetting’, the place folks journey to areas featured in these media. This pattern has been pushed by Gen Z’s favorite reveals like Netflix’s “Emily in Paris” and HBO’s “The White Lotus,” which have sparked wanderlust amongst viewers.

The recognition of HBO’s White Lotus led to a surge in ‘set-jetting’, one of many rising Gen Z journey developments. Supply: HBO

Social media doesn’t simply have an effect on the place Gen Zers are going, it might additionally decide how they’re getting there, primarily by influencing their sustainability decisions. Sustainable journey shouldn’t be a prime precedence for many travellers. Throughout all generations, price is seen as way more essential than sustainability amidst  the present financial local weather. Nonetheless, almost half of Gen Zs within the UK say they’re inspired to journey extra sustainably by social media influencers. This curiosity in sustainable journey practices is mirrored throughout Europe, with virtually a quarter of German Gen Zs paying for carbon offsetting in opposition to a flight (vs solely 5% of Child Boomers).

Wanting Forward With Mintel

The sustained recognition of social media within the vacation planning course of gives journey manufacturers with key alternatives to immediately have interaction with and attraction to youthful generations by way of social media campaigns. But, manufacturers also needs to be cautious of neglecting extra conventional types of promoting to proceed interesting to older generations, preferring conventional media for journey analysis and a human contact. 

Moreover, with the rise in recognition of multigenerational journey, it is important for journey manufacturers and companies to make journey planning simpler and accessible, in addition to present experiences which are applicable for all ages so all generations can take pleasure in holidays collectively. 

Align with the most recent developments in client behaviour by exploring Mintel’s in depth Holidays and Journey Market Analysis.

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