There’s one thing common between us - we are all the privileged children of technology, thanks to the massive change it drove across all markets and industries over the last few decades. Innovation has been constantly exceeding its very own limits and the impact of this unprecedented wave can be witnessed in the leisure and travel sector as well. Greater accessibility has now rewarded us with the luxury of switching preferences just by swiping screens, laying more options on our display screens than ever before.
So how do these changing travel patterns reflect the core values a contemporary time? Let’s glance at how each generation, from Baby Boomers to Millennials, curates its travel experience from planning, to purchasing and to exploring.
Making 2018 The Year of Travel - Baby Boomers
This generation was born between 1940s and 1960s. Despite growing up long before the digital wave overtook this industry, Baby Boomers have recently become keen explorers. An important aspect to be noted here is that most of the Baby Boomers have entered their retirement years, which allows them the perks of having additional time. This generation is, therefore, ready to pack and hit the road in unprecedented numbers this year. Furthermore, their pent up desire to visit new places and travel extensively is barely bound by monetary limitations because this generation isn’t afraid to spend its savings on some worthwhile experiences.
There is no harm in stating that this set of travellers is all set to take over the travel industry in the coming years to explore more than ever, as they pack their bags with some memories, souvenirs and an elaborate itinerary.
Seeking a home away from home - Gen X
The next in the list is the generation amidst the two major influential forces in today’s travel ecosystem – Gen X. Born between the late 1960s and early 1980s, it seeks comfort, a feeling of home, wherever and whenever it travels.
Most of them have settled in, have a steady job, and a family to take care of. With endless responsibilities and lack of time on their plate, this generation tends to take shorter trips, mostly not very distant from home.
Gen X prefers a luxurious stay in a beach resort over an adventurous camping weekend in Alaska. They care about convenience, price, and quality of their stay equally. For this generation, home is where the family is, and that’s an integral part of their travel as well.
Moving away from the Mundane and creating experiences on their own - Millennials
This one is the youngest of the lot. They yearn for an opportunity to travel, even if it is for work. They won’t think twice before settling in a new place and exploring the nooks and corners of the world.
This digitally native generation is young and open-minded. This one doesn’t mind letting go of the comforting luxuries of a hotel and sharing a hostel room with an unfamiliar fellow traveller. They want to experiment with everything – from their cocktail to their coffee. They are the ones we know as Millennials.
This generation is the one with the most varied interests because breaking conventions every now and then is their way of life. The one true hunt of Millennials is to gain Experiences. While their predecessors are busy purchasing a house or a car, this generation is renting cycles on a Vietnam tour, or planning a trip to Belgium for a rock concert, or perhaps a hike to Machu Picchu, because there is only so much time to explore the unexplored.
These frequent explorers are always on the lookout for something new and as soon as a hashtag trends on Instagram or a blog goes viral, their planning to tick it off their bucket list begins. However, compared to the other two, they can be prudent both for money and time. They prioritize small luxuries, exploring outdoors, cultural experiences, and romantic getaways, over a lavish stay in a 5-star holiday resort.
From backpacking to travel blogging, this generation has witnessed the most transformation and variety when it comes to travel. Their specific interests could vary from capturing Pangong Lake in its full glory to a weekend scuba diving in Cape Kri.
While all three generations have a varied set of interests, they are equally transforming the travel industry. One relies on the traditional ways, and the other doesn’t hesitate to explore the many facets of digitalization in the sector. However diverse their interests and preferences might be, travel is an equally important and unique part of each generation and to understand their penchant is the very first step to delight them with their desired experience.
References
AARP. (November 2017). Travel Research: 2018 Travel Trends.
Statista. (n.d.). Uses of online travel booking sites by Baby Boomers.
TripAdvisor. (n.d.). Tripbarometer | Travel Trends.