Trekksoft (an online booking and payment software provider for tour and activity companies) has released its Travel Trends Report 2018. The research team broke down how Generation X will approach travel in 2018. These are the key findings.
Sarah Burkhard, Trekksoft researcher, says: “Along with Generation Z, Generation X (those born between 1965-1980) is currently sharing the spot for the third-largest generation. Notoriously overlooked, Gen Xers remain a demographic that has stayed out of the spotlight a fair amount. This could mean trouble for tour and activity providers who are looking to increase their revenue, as Gen Xers tend to have the most buying power and financial freedom of any generation right now.”
According to a Millward Brown survey of China, Germany and the US, 68% of Gen Xers are the chief shoppers when it comes to big purchases such as travel and activities. 83% are working full-time or part time and currently spend the most money on travel compared to their younger or older counterparts (on average, they will spend $627 during each day of travel).
Burkhard says: “61% of American Gen Xers have children at home, meaning that family life is very much a priority. The timing of their travel plans typically lines up with the school year. To this bunch, vacations and multigenerational travel are still very important.”
She adds that most Gen Xers are looking for:
- The ability to relax and unwind
- Family or group-focused options
- The option to work while on vacation
- Uncomplicated travel
Interestingly, the data shows that Gen Xers are less likely to look for help from a travel agent, but far more likely to look for a nicer hotel, amenities, and plan their trips further ahead.
Why are Gen Xers an important target market? Burkhard explains: “While millennials are predicted to have the most buying power within the next five years, Generation X is still the present, reigning big spender when it comes to travel.”
She adds that this could be due to more family-focused travel or relaxation trips that come with a few more amenities. Operators who want to target Gen Xers should:
- Make sure your offers are presented clearly and can be easily purchased.
- Ensure that you can accommodate all travellers that a Gen Xer might be travelling with.
- Be online.
“Make no mistake, Generation X can be credited with many of the advancements in technology and communications we enjoy today. Wikipedia, Google and Amazon are just some of the generation’s impressive contributions to society, so it’s an understatement to say they’ll be looking online and making informed decisions about which activity is right for them,” says Burkhard.
