From Boomers to Gen Z: The Secret to Targeting Every Traveller

Marketing isn’t a one-size-fits-all game - especially in the tourism industry! To create winning strategies, you’ve got to crack the code on different generations - who they are, what makes them tick, and where they hang out online.

Are you charming Baby Boomers who love a touch of luxury? Helping Gen Xers break free from the 9-to-5 grind? Fuelling Millennials’ never-ending quest for bucket-list adventures? Or keeping up with Gen Z’s fast-moving, trend-chasing travel style?

No worries - we’ve got you covered! By tapping into these generational insights, you can sharpen your focus, craft killer campaigns, and create content that speaks directly to your dream travellers. Let’s make your marketing work smarter, not harder!

1. Baby Boomers (Born 1946-1964)

Who Are They?

Baby Boomers grew up during a time of significant social and economic change. They are typically well-established in their careers and finances, making them a highly valuable group for marketers. With more disposable income and a passion for meaningful experiences, Boomers are a key audience in the travel industry.

Travel Preferences:

Boomers lean toward luxury and comfort when travelling. They love cultural landmarks, heritage tourism, and well-established destinations. Group tours or guided experiences appeal to them, allowing them to relax and soak in the sights at a leisurely pace.

Media & Channels:

While they still consume traditional media like TV, print, and radio, many have embraced digital platforms. Facebook and LinkedIn are their go-to social channels for engaging with friends, family, and trusted brands.

Effective Marketing Strategy:

Focus on quality, exclusivity, and heritage. Think luxury cruises, guided cultural tours, and all-inclusive experiences. Facebook ads and email marketing work particularly well - detailed itineraries and stress-free travel options will win them over.

2. Generation X (Born 1965-1980)

Who Are They?

Gen Xers were the first to experience the rise of the internet, making them tech-savvy yet still comfortable with traditional media. Independent and pragmatic, they value authenticity over flashy gimmicks.

Travel Preferences:

They seek off-the-beaten-path destinations that balance relaxation and adventure. Many prefer to customise their own itineraries, whether travelling solo, as a couple, or with family. Unique, local experiences resonate with them.

Media & Channels:

Gen Xers engage with both traditional and digital content. They are active on Facebook and Instagram and appreciate in-depth storytelling through blogs, YouTube travel vlogs, and email newsletters.

Effective Marketing Strategy:

Offer flexible, customisable travel packages that blend adventure and relaxation. Promote authentic, cultural experiences and family-friendly options. Email marketing and Instagram work well for engaging them with rich, well-designed travel itineraries.

3. Millennials (Born 1981-1996)

Who Are They?

Millennials are the original digital natives, growing up alongside the internet boom. They prioritise experiences over material possessions and seek meaningful, sustainable, and Instagram-worthy travel.

Travel Preferences:

They crave experiential travel - adrenaline-fueled activities, cultural immersions, and eco-friendly stays. Whether skydiving, enjoying street food tours, or staying in a treehouse, Millennials want adventure with purpose.

Media & Channels:

They consume content on Instagram, YouTube, X, TikTok, and Pinterest, relying on user-generated content and influencer recommendations rather than traditional ads.

Effective Marketing Strategy:

Authenticity is key! Partner with influencers, showcase sustainable travel options, and highlight immersive experiences. Use Instagram Stories, YouTube videos, TikTok challenges, and trendy Pinterest boards to engage them.

4. Generation Z (Born 1997-2012)

Who Are They?

Gen Z is the first truly digital-native generation, growing up in a world of smartphones and instant connectivity. They are diverse, socially conscious, and drawn to brands that align with their values.

Travel Preferences:

They seek authentic, unique, and personal experiences. Adventure and spontaneity are key, but they are also budget-conscious, expecting affordability without compromising quality. 

Media & Channels:

TikTok, Snapchat, and Instagram dominate their world. If content isn’t quick, interactive, or meme-worthy, they’ll swipe away. See how Gen Z find answers and make purchase decisions in our article "Gen Z and the Rise of Social Search."

Effective Marketing Strategy:

Engage them with short-form video content - TikTok trends, Instagram Reels, behind-the-scenes clips, and interactive challenges. Offer budget-friendly experiences that still feel premium, and avoid a corporate tone - they can spot a sales pitch a mile away!

Where to Find Each Generation Online

Different generations travel differently, so your marketing should reflect that. Boomers want stress-free luxury, Gen X craves authentic escapes, Millennials chase adventure with meaning, and Gen Z? They just want something cool, unique, and budget-friendly.

Know your audience, meet them on their platforms, and speak their language. Nail that, and you won’t just market travel - you’ll inspire it!

If you need any assistance with your marketing strategy & social media channels to target different audiences and generations, get in touch with our team!