Every generation is different, and every generation of travelers is looking for something different from their predecessors.
These days, there’s a lot of talk about the different generations in society, including each one’s strengths and weaknesses. And understanding those concepts can be essential for tour operators, travel agents and other group travel entrepreneurs. As times change and different generations age in and out of the market, tourism professionals must adapt.
But generational change doesn’t mean scrapping everything about group travel and starting from scratch. So how can you determine which practices are worth holding onto no matter the age of your travelers and which ones are ripe for change?
When it comes to group travel, here’s what each generation is looking for.
The Silent Generation
The Silent Generation, known for growing up during the Great Depression, was the generation that started the group travel industry, and their habits and tastes set a lot of precedents still alive in the industry today. Though a few of them still enjoy group travel, this generation is remains known in the industry for frugality and a love of things such as chain restaurants and buffets. They often traveled in groups because it was more affordable to do so and because they valued safety in numbers.
Baby Boomers
For the most part, the baby boomers are healthier and more active than their parents were at the same age. That means the days of simply drive tour passengers through scenic areas are long gone. Boomers, who now make up a core constituency of the group travel market, want to explore more than their parents did. They enjoy soft/medium adventure activities, like light hikes or boat rides. They also have extra cash to spend. This translates to a willingness to pay a premium for lodging, restaurants and experiences. Don’t take them to just any motel or buffet — give them a luxurious, well-thought-out experience, and they’ll thank you for it.
Generation X
It’s been said that Generation X is an often-forgotten generation. Currently in their 40s and 50s, this generation may be a bit less sensational than the other buzzed-about boomers and millennials. Many of them are still working and even raising families, giving them a bit less time and opportunity for group travel. However, the ones that do travel in groups have a penchant for partying and having a great time, especially if they hit it off with their trip leader.
Millennials
There have been some surprising whispers in the group travel industry, and they’re pointing to signs that millennials are the fastest-growing demographic in group travel. But the reason behind that is a depressing one: Millennials and Gen Z are increasingly lonely, and millennials may be turning to group travel to help combat feelings of isolation. So millennials will embrace opportunities to form strong connections with one another. They’re also extremely open to new experiences and cultures. Activity and adventure are a priority for this generation as well, so hiking and being in nature are big draws for millennial travelers. Finally, emphasizing the affordability of the trip will also attract millennials. Thanks to inflation and a general rise in the cost of living, millennials are looking to see the world at a price they can afford.
Gen Z
The oldest of Gen Z are just aging into the workforce, meaning they’re making (and spending) their own money. Like millennials, they may be crunched for cash and turn to group travel as an affordable alternative to solo travel. They may also be attempting to combat loneliness in the wake of growing up in a mostly digital world. However, Gen Z places an emphasis on authenticity and diversity, specifically as it relates to travel. This generation is packed with idealists who want to make a difference in the world — or, at the very least, avoid harming it. Travel opportunities that allow them to appreciate local culture in its most authentic form are great, as are travel initiatives that focus on equitable and sustainable practices. Gen Z may also appreciate the chance to do good while they’re there, so look into voluntourism opportunities on trips you plan for them.
