Age has a key role to play when it comes to designing a trip, but a new report has delved deeper to uncover just what it is that each generation really cares most about.
Internova surveyed 4000 North American travel lers and millions of travel agent bookings in order to create the Internova Index.
The study found that Millennials want exceptional experiences and Gen X seek luxury escapes, while Baby Boomers just want a trip that they don’t have to think too much about.
Bookings from Millennials, those aged 30-45 years, show a preference for flexible, personalised itineraries and unique experiences. For agents, this means recommending private tours over traditional group experiences and looking for activities that involve adventure or full cultural immersion.
“Millennials want curated experiences that feel unique to them,” says Henry Gilroy, Internova’s executive vp strategy. “But they don’t want to risk being disappointed, so they value the expert guidance provided by travel advisors to make the most of their limited time.”
. . . The Gen Xers
For Gen X travellers, or those aged 46 to 61 years, luxury and wellness are key.
Agents are urged to look to accommodation and activities that support rest, disconnection and wellbeing. “These travellers are in their peak earning years, and they want vacations that deliver comfort, restoration and memorable experiences,” explains Gilroy.
. . . The Boomers
For Baby Boomers, 62-80 years, group tours and traditional cruising remain the go-to options, with this generation valuing comfort and structure.
“Many Boomers have the time and disposable income to travel widely and for longer periods, often checking destinations off their travel bucket list,” Gilroy says.
“Cruises and traditional group tours are attractive to this group because all of the details are handled for them.” See the report HERE.
