Generation X travel trends: A look into generational travel behaviors

As the travel industry continues to evolve, understanding the preferences of different generations is critical for tour and activity providers. While much attention is often paid to Millennials and Gen Z, Generation X – those born between the mid-1960s and early 1980s – represents a significant demographic with unique behaviors.

After all, Gen Xers are entering a fascinating phase of their lives. Many are juggling careers, family responsibilities and a desire for meaningful experiences. As noted in a Business Insider article, Gen Xers are moving away from family vacations and embracing solo and friend-based trips. This shift is reshaping their spending preferences and creating new opportunities for professionals in our industry.

In this article, we’ll explore key Gen X travel trends, compare them to other generational groups, and offer insights into how T&A operators can effectively attract and serve this valuable market segment. Without further ado, let’s get started!

Understanding generation X travel trends

Often referred to as the “forgotten generation,” Generation X is making its mark on the tourism industry in unique ways. To effectively cater to this demographic, it’s critical to understand their distinctive travel patterns, from the time they devote to vacations to their spending habits, social media usage and evolving family dynamics. Let’s delve into these key areas to gain a comprehensive understanding of Gen X travel trends:

Time spent traveling

Generation X spends less time traveling than other generations, but their habits are evolving. According to the aforementioned Business Insider article, Gen Xers are booking fewer family vacations and more trips with their friends or solo adventures. While they have historically spent about 26 days away each year (the least amount of time compared to all other generations), this pattern is shifting as their children grow older and leave home.

In the past, as Skift noted, they were most likely to choose domestic destinations, and 43% of them used personal vehicles to get to travel. Today, they’re increasingly looking for new experiences and want to feel pampered, suggesting a potential increase in time spent on leisure activities.

Spending habits

Generation X remains budget-conscious, but they’re willing to invest in quality experiences. As a CBI report points out, Gen Xers spend more on trips than other generations, likely due to traveling in large (often family) groups.

They like to browse online travel agencies (OTAs) for deals, with over 90% of Gen X consumers looking for the best value before booking. However, they also allocate a significant portion of their budget (approximately 13%) to tours and excursions, demonstrating a willingness to spend significantly on leisure activities.

How they use social media

While Gen Xers use social media for travel ideas and inspiration, they can be found on different platforms than people from younger generations. While Gen Z is obsessed with TikTok and Millennials can’t get enough of Instagram, Generation X looks for travel inspiration on Pinterest and Facebook. They feel most comfortable on these user-friendly platforms, and find them most useful for connecting with their circle and sharing ideas.

Family-friendly activities

Family travel is still important to Gen Xers, but as their children get older, this trend is evolving. The percentage of Gen Xers planning to travel with children under the age of 18 has dropped from 28% in October 2021 to 17% in February 2024 (Business Insider).

However, family still plays an important role in their travel decisions. Many Gen Xers are now embracing multigenerational travel, joining their nephews and adult children on trips, or planning vacations that allow for both family time and personal exploration. This shift presents new opportunities for tour operators to offer diverse, flexible experiences that cater to different family dynamics.

Focus on wellness and relaxation

More than ever, Gen Xers are looking for experiential vacations that also allow time for relaxation. This growing focus is a key trend driving their travel decisions.

More than 60 percent of Gen Xers are booking vacations to escape the stress of everyday life, more than any other generation. It’s no surprise that wellness activities such as spa treatments, yoga retreats and mindfulness workshops are becoming increasingly popular with this age group.

Tour operators can capitalize on this trend by incorporating wellness elements into their offerings or partnering with local wellness providers to create comprehensive packages.

Cultural and authentic experiences

Gen X travelers show a growing interest in immersive, authentic experiences. According to a Hilton survey, Gen X wants to try something new when they go on vacation (84%). They are increasingly seeking opportunities to engage with local communities and participate in cultural activities. In particular, Gen Xers are interested in more than just the traditional tourist attractions, such as learning to cook with local chefs or visiting working farms.

Multigenerational travel

According to a Mintel report, the growing popularity of multigenerational travel makes it critical for tour operators to make travel planning easier, as well as provide experiences that are appropriate for all ages. That’s because Gen Xers are often the “sandwich generation,” traveling with both their children and their parents. They’re looking for destinations and activities that cater to a variety of different preferences, choosing those that offer flexible itineraries and customizable experiences.

Technology and booking preferences

While not as tech-dependent as Millennials, Gen Xers are increasingly comfortable using technology to plan and book travel. They expect their personal devices to work seamlessly while they are on the move (79%) and say it is important to be able to book their trips completely online (79%).

• Gen X travelers appreciate the convenience of online booking, but may also value the ability to speak with a human for complex itineraries.
• They’re likely to use a mix of online travel agencies, direct bookings and sometimes traditional travel agents.
• Mobile-friendly websites and easy-to-use booking platforms are increasingly important to this demographic.

To cater to Gen X’s technology preferences, tour operators should ensure that their website is informative and allows for hassle-free reservations. A booking system like Rezdy can help streamline the process and meet Gen Xers’ expectations for a seamless booking experience.

How to effectively attract Generation X

Understanding Gen X travel trends is only the first step. To effectively attract this demographic, tour operators and activity providers must tailor their offerings and marketing strategies to meet the specific needs and preferences of Gen Xers. Here are some key areas to focus on:

Uncomplicated travel

With the busy schedules of juggling family and full-time work, the last thing Generation X needs is a complicated vacation. Now that the majority of Gen Xers are online, it’s important to accommodate their need for efficiency. To meet this preference:

• Make sure your booking process is simple and mobile-friendly.
• Provide clear, detailed information about your offerings on your website.
• Offer packages that simplify travel planning.
• Consider implementing a user-friendly app for easy booking and itinerary management.

As a tour operator, it is critical that your offerings are clearly presented and your booking processes are simple. This is where a robust online booking software like Rezdy comes in handy.

With Rezdy you can display your real-time availability, allow customers to make instant updates to their bookings, and process secure payments. On the backend, Rezdy also streamlines your administrative tasks by reducing phone time, automatically updating your manifest, and generating detailed data reports to help you understand what’s working well in your business. For more information, don’t hesitate to schedule a free demo with one of our consultants.

Family-friendly options

Most of the time, Gen Xers will be traveling with a group. This group could include their parents, their children, partners or friends who also have children. When marketing to Generation X, it’s important to make sure you offer family-friendly options. Tours and activities that cater to groups and children of all ages will attract Gen Xers the most.

This may be more difficult for certain sectors of the experiences industry, such as adventure tourism. However, creating alternative or personalized activities could go a long way for Gen X. For example, if you’re a parasailing company, you can show that your equipment, such as your harnesses, come in sizes for children and adults. Or, if you’re a water rafting company, you could provide an alternative, calmer route with a more family-friendly boat.

The advantage of offering family-friendly options is that you’ll be able to charge a premium. In many cases, Gen Xers will be willing to pay more for family-friendly activities.

Being able to relax and unwind

Gen X travelers are increasingly looking for ways to de-stress and rejuvenate while traveling. With hectic lives that include caring for a family, working a full-time job and paying a mortgage, the ability to relax is the primary motivation for travel.

Most people in this generation will look for accommodations that offer amenities that allow them to relax. Services such as childcare, transportation and dining options are some of the perks that attract Gen Xers. This ties back to the first two points: hassle-free travel and family-friendly options. To meet these needs:

• Incorporate wellness elements into your offerings, such as yoga classes or spa treatments.
• Highlight relaxation opportunities in your marketing materials.
• Create itineraries that balance activities with downtime.
• Offer “digital detox” options for those who want to completely unplug.

Generation X travel in context: Comparing generational differences

To fully understand Gen X travel trends, it’s essential to consider how they compare to other generations. This context helps highlight the unique characteristics of Gen X consumers and the opportunities they present for the travel industry.

Gen X vs Baby Boomers

While many Baby Boomers acknowledge the benefits of technology, they really value the “human” factor of hospitality. In contrast, Gen Xers are more comfortable with technology in their travel planning and experiences.

Key differences:

• When traveling, Baby Boomers prefer to dine in a restaurant, while Gen Xers are more open to take-out or grab-and-go options.
• Gen Xers are more likely to use QR codes and other technology solutions while traveling.
• Baby Boomers tend to plan longer trips, while Gen Xers often opt for shorter, more frequent vacations due to work and family commitments.

Gen X vs Millennials

Millennials are heavily reliant on social media for travel inspiration and planning. While Gen Xers engage with social media, they’re less influenced by it than Millennials when making travel decisions.

Key differences:

• Millennials are more likely to seek adventure and unique experiences, while Gen X balances this with relaxation.
• Gen Xers tend to have higher travel budgets due to their life stage, often traveling with family.
• Millennials on average take 35 vacation days per year, compared to 26 for Gen Xers.

Gen X vs Gen Z

Gen Z, the youngest adult generation, has different travel preferences than Gen X. Gen Zers are entering adulthood and are looking for adventure and experiences.

Key differences:

• Gen Z is more likely to use social media platforms like Instagram and TikTok for travel inspiration, while Gen X prefers Facebook and Pinterest.
• Gen Z prioritizes experiences and adventure, while Gen X balances experiences with relaxation and family time.
• Gen Z is more budget-conscious due to their life stage, while Gen X often has more disposable income for travel.

Conclusion

Generation X represents a significant market for the travel industry. As we’ve explored, Gen X travelers seek a balance between relaxation and new experiences, with a growing focus on wellness, authentic cultural encounters and multigenerational travel. They’re tech-savvy but still cherish the human touch, and they’re willing to invest in quality experiences that offer value for money.

Key takeaways for tour and activity operators:

• Offer hassle-free travel experiences that appeal to Gen Xers’ desire for hassle-free planning and booking.
• Provide a mix of family-friendly options and adult-oriented experiences to accommodate changing family dynamics.
• Incorporate wellness and relaxation elements into your offerings to meet Gen X’s growing interest in relieving stress.
• Develop authentic, cultural experiences that allow for real engagement with local communities.
• Ensure your online presence is user-friendly and provides comprehensive information to support Gen X’s tech-savvy approach to travel planning.

To effectively engage Gen Xers and stay competitive in the evolving travel landscape, it’s critical to have the right tools at your disposal. This is where Rezdy comes in. As an all-in-one tour operator booking software, Rezdy simplifies your online booking process, displays real-time availability and streamlines your administrative tasks. With our booking solution, you can deliver the seamless, hassle-free travel experience that Gen Xers crave, from initial booking to the actual tour or activity.

Ready to improve your offerings for Gen X travelers? Book a free demo today and discover how our platform can help you attract and retain this valuable market segment.