Travel industry must target Gen Xers as Baby Boomer boom fades

High-spending Gen Xers (40-60) are poised to replace Baby Boomers (60-80) as the top market for luxury travel

Over the next 10-14 years, baby boomers are likely to retire their passports and spend more time at home. This shift presents an opportunity for the travel industry to focus on the next key demographic: Generation X.

Key takeaways

• Spending power: Gen Xers already lead all generations in spending. Now that their children are grown or nearing independence, they're beginning to enjoy more time and resources for well-deserved "me time;
• Lifestyle priorities: Gen Xers value luxury, relaxation, work-life balance, ethics, sustainability, nature, continuous learning, and honesty;
• Communication preferences: Gen Xers are busy and value simplicity. They dislike lengthy or overly complicated messages and hidden costs. To effectively engage them, prioritize concise, visually appealing communications. Channels such as newsletters, Facebook, and YouTube with clear and direct messages that focus on value resonate strongly with this audience.

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